Knowledge base glossary

What is Advanced matching for Meta Ads? A short definition

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Advanced Matching in Meta Ads is a feature that enhances audience targeting and attribution accuracy by connecting data from your website or app with user profiles on Meta platforms (Facebook, Instagram, etc.).

It achieves this by securely sharing hashed customer information (like email addresses or phone numbers) with Meta.

This allows Meta to match users who saw your ads with their existing user profiles, even if they convert on a different device or after a significant delay.

Here are some key benefits of using Advanced Matching for Meta Ads:

  • Improved Targeting: Reach more relevant users who are more likely to be interested in your product or service.
  • Accurate Attribution: Gain a clearer picture of how your Meta Ads campaigns contribute to conversions, even across devices.
  • Enhanced Retargeting: Re-engage website visitors or app users with targeted ads on Meta platforms.

It’s important to note that Advanced Matching prioritizes user privacy.

The data shared with Meta is hashed, meaning it’s transformed into a non-identifiable format before being used for matching purposes.

Profielfoto Freek Kampen

By Freek Kampen

Data & Analytics specialist and co-owner of New North Digital. With a background in online advertising, I solve tracking and data issues for entrepreneurs and agencies.

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