Water Cooler Chats 001 – Facebook Automatic Advanced Matching

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Lately, it seems like Facebook is making updates and releasing new features faster than we can drink our coffee on a Monday morning. This week our PPC team has been discussing the latest release, automatic advanced matching.

The data capturing tool is an extension of the Facebook pixel and can be turned on with the flip of a virtual switch. With automatic advanced matching, Facebook can capture hashed customer data (email address, phone number, etc.) when a customer makes a purchase on a website. The data, which advertisers themselves won’t be able to see, allows Facebook to better match customers with Facebook users.

So, what does this mean for advertisers? Two things: an increase in custom audience size and an increase in the number of attributed conversions. Advertisers will now have a more complete picture of how ads play a part in online conversions.

If this all sounds a little sketchy (we had our concerns too…) the process is not designed to collect passwords, financial, health or government data.

Check back next week to see what we’re talking about. Until then, we’ll be off implementing this new feature before Facebook releases something else…