About Advanced Matching for Web

Last updated: July 2024

Advanced Matching is a feature that helps you match customer information such as email and phone number along with actions people take on your website. You can match this information with events shared through the TikTok Pixel, Events API or partner platforms.

Features and benefits

  • Measure more conversions: Increase conversions by connecting ads seen on TikTok to conversion events that happen on your website, app or store. This will help you better understand ROI and the impact of your TikTok ads.

  • Improve ad delivery and decrease CPAs: Identify and deliver ads to people who are more likely to take a desired action on your app or website. This increases efficiency and decreases costs.

  • Expand your reach: Match your website visitors with people on TikTok, therefore expanding audience sizes for solutions like web retargeting.


Automatic Advanced Matching vs Manual Advanced Matching

You can choose Manual or Automatic Advanced Matching for your events when you set up Events API or the TikTok Pixel on your web page.

  • Manual Advanced Matching: Manually control which Advanced Matching parameters you share with TikTok. To set up Manual Advanced Matching, you'll use code for each event you want to track on your website. If you're using a partner platform, you can choose these events in the data sharing settings of your partner platform.

  • Automatic Advanced Matching: Automatically identifies form fields on pages where the Pixel is installed, and hashes and collects email and phone numbers entered on those pages to optimize targeting and measurement for your ad campaigns. Information is collected securely and safely with an industry-standard hashing algorithm (SHA-256).

We recommend using both Manual and Automatic Advanced Matching at the same time to get better results. If you operate within a more regulated or sensitive industry such as financial services or healthcare, consider using Manual Advanced Matching instead of Auto Advanced Matching.


As per standard industry practice, customer emails and phone numbers will be hashed with SHA256, a secure hashing algorithm, before reaching TikTok servers for matching. TikTok is ISO 27001 certified in the US and UK.

Learn more about how this information is used in our TikTok Business Products (Data) Terms.