Advanced Matching for Web

Advanced Matching is available via TikTok Business Tools to enable businesses to send privacy-safe customer information to better match website and app events with ads on TikTok. Using Advanced Matching lets you:

  • Expand your reach: Build bigger audiences to reach website and app customers on TikTok.

  • Boost campaign optimization: Power campaign bidding models to amplify conversion events.

  • Measure full-funnel events: Capture more events with complete cross-device and cross-session matching.


Matching is done using privacy-safe customer information such as email and phone number. If a match cannot be made using these data points, the pixel will try to match customers using the IP address and user agent. If a match still cannot be made, then the pixel will remain as a single session for that user.

Advanced Matching can measure across multiple devices, browsers, and sessions through multi-session attribution.

Read Attribution Manager to learn more about Attribution.


As per standard industry practice, customer emails and phone numbers are hashed in a privacy-safe way so that TikTok cannot identify customers who are not TikTok users.

  • ​The identity information passed through the TikTok pixel will be hashed with SHA256 before reaching TikTok servers for matching.

  • ​TikTok is ISO 27001 certified in the US and UK.

  • ​TikTok complies with App Tracking Transparency (ATT) where applicable.

Other Considerations

Advanced Matching is also required for leveraging Dynamic Showcase Ads (DSA) retargeting and for including unattributed events in Website Traffic Audiences.

Advanced Matching is available for:

Manual Advanced Matching

Automatic Advanced Matching

TikTok Pixel

Available (requires code)

Available via settings in Events Manager

Partner Integrations

Available via partner platform

Available via settings in Events Manager

Events API

Available (requires code)

Not available

Implementing Advanced Matching

There are two ways to enable Advanced Matching: manually or automatically.

  • Manual Advanced Matching is the passing of customer information to TikTok from your website. This can be implemented using code for each event on your website, or if you're using a partner integration, you can enable Manual Advanced Matching in the data-sharing settings of the partner platform. With this option, you have the flexibility to configure what information and for which event you want to pass to TikTok.

  • Automatic Advanced Matching is when advertisers instruct TikTok to automatically identify form fields on pages where Pixel is installed, and to hash and collect email and phone numbers entered on those pages for ad measurement and attribution purposes. With this option, the pixel will scan your website for recognizable form fields containing customer information, like email and phone, which is then captured securely and safely via an industry-standard hashing algorithm (SHA-256). Therefore, we recommend using Automatic Advanced Matching on websites or pages where users are most likely to enter their customer information.

We recommend advertisers use both Manual and Automatic Advanced Matching at the same time, if possible, as this setting maximizes the full performance of Advanced Matching.

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

Best Practices

There are a few best practices to keep in mind when implementing Advanced Matching:

  • Use both Manual and Automatic Advanced Matching if possible. Using both Manual and Automatic Advanced Matching ensures you're receiving maximum benefits from the solution. The manual version involves coding, so you may need developer resources. Learn how to set up Manual Advanced Matching here.

    • If you don't have the resources to set up Manual Advanced Matching, you may still benefit from using Automatic Advanced Matching alone.

  • If you don't have access to your website code or developer resources, use Automatic Advanced Matching. You can turn on the automatic version with a few clicks in Events Manager. Learn how in the "Get Started" section below.

  • Make sure TikTok Pixel is installed on all web pages where customer info is collected. Some common pages include Login, Registration, Login/Register prior to Checkout, Checkout as a Guest, Newsletter, and Promotion Signup.

  • Capture email and phone numbers as frequently as possible for Manual Advanced Matching on your website. We recommend sending the email and phone numbers for every event. Learn how to set up Manual AM here.

  • Make sure to capture the email and phone number as early as possible on your website.

  • Make sure submission buttons are within the same form customer info is collected and uses the following:

    • input[type=submit], input[type=image], or button[submit]

  • Maximize the benefits of Advanced Matching with Cookies. We recommend you pair Auto and Manual AM solutions with cookies for optimal performance. Ensure first-party cookies are enabled via Events Manager settings. Read Using Cookies with TikTok Pixel to learn more.

Here are additional considerations when deciding which Advanced Matching option to use:


Manual Advanced Matching (MAM)

Auto Advanced Matching (AAM)

iFrame Environment

Leverage MAM when TikTok Pixel and customer info are separated by iFrame.

AAM could work if TikTok Pixel and customer info are either both within or outside the iFrame.

Extended Login Periods

Leverage MAM when users often remain logged in for an extended period of time.

Third-Party Login Tools

Leverage MAM when you support third-party login tools such as Facebook, Google, Apple, etc.

Third-Party Payment Platforms

Leverage MAM when customer info is provided directly to third-party payment platforms during checkout.

For example, PayPal, AfterPay, ShopPay, AmazonPay, and GooglePay

Lacking dev resources or access to website code

Leverage AAM if you don't have access to the website's code and no technical resource to support MAM

Get Started with Automatic Advanced Matching

By enabling Automatic Advanced Matching, the pixel scans the advertiser's website for recognizable form fields containing customer information and collects this data securely and safely, which is used to match conversions with ads on TikTok. This option is the fastest and easiest way to implement Advanced Matching without a need for coding.

How it works

1. A visitor lands on your website and fills out a form during registration, sign-in, contact, or checkout.

2. ​A designated form event occurs and triggers Automatic Advanced Matching to capture information from the email or phone form fields.

  • Note: Automatic Advanced Matching activates when a designated event occurs on a page where Pixel is installed. One of the following three event elements on that page can activate AAM:

    • ​input[type=submit]

    • ​input[type=image]

    • button[submit]

3. The visitor's information is then verified if it's an email or phone number. If the information passes verification, it is hashed in their browser using an industry-standard hashing algorithm (SHA-256).

  • Note: The information submitted must be in an acceptable email or phone format.

4. The hashed information is then securely transferred to TikTok via HTTPS.

5. TikTok uses hashed information to link pixel event information to ad views on TikTok to attribute events to TikTok ads.

Get Started with Manual Advanced Matching

Enabling Manual Advanced Matching requires technical resources and coding experience. We recommend inputting the Advanced Matching code to each event on your website to pass back customer information to match conversions with ads on TikTok.

Get started with the TikTok Pixel

Before you begin:

  • ​You require technical resources for implementation.

  • ​You must have access to the website's code.

  • ​You must have the ability to add privacy-safe audience data to parameters.

  • ​You should have events set up in the website's code. If not, refer to our developer documentation to learn about how to set up events.

You can get started by referring to our Advanced Matching implementation guide.

Get started with a partner integration

If you're using a partner integration, enable Manual Advanced Matching in the data-sharing settings of the partner platform. Read About Data Sharing with TikTok Pixel Partners to learn more.

For Automatic Advanced Matching with partner integrations, update your pixel settings via Events Manager or the commerce platform.


Is my customer data secure?

The identity information passed through the TikTok pixel will be hashed with SHA256 before reaching TikTok servers for matching. TikTok uses this hashed information for website visitors and TikTok users. TikTok currently provides two ways to hash customer identity information:

  • You can hash the identification information with SHA256 on your side before sending the information to TikTok or you can pass the original identity information without hashing. In this case, TikTok will automatically hash the data with SHA256 before the data goes to our server for matching.

Identity information

Hashed information on the advertiser side?




TikTok will hash value with sha256



​TikTok will hash value with sha256



Will report the origin value



Will report the origin value

Is there an attribution window for advanced matching?

Advanced Matching leverages self-attribution logic, which is a 7-day click and a 1-day view by default.

For example, if a user clicks on an ad on July 1 or views the ad on July 7, then converts on July 8, a conversion would be recorded for the 7-day window click or the 1-day window impression.

For Advanced Matching to work, are users required to log into the advertiser's website?

No, we don't require a user to log into the website. However, in such instances, we require advertisers to pass back privacy-safe customer information for all events to match all events.

For example, submitting an email/phone number during a purchase or form completion.

Once the new pixel has been implemented and parameters are being passed back, how do we verify if everything is being tracked correctly?

You can use TikTok Pixel Helper or Pixel Diagnostics to verify parameter data is being passed back properly, which will show an indicator if the email or phone number is detected on your website.

Is it possible to pass email/phone from my Customer Relationship Management (CRM) system?

You can pass hashed or non-hashed data via the pixel from any source, as long as you have rights to the data.

Does Advanced Matching allow using email/phone for retargeting?

Yes, this would happen via a Custom Audience or DPA retargeting.

Does Advanced Matching Pixel allow optimization based on unattributed events?

No, but Advanced Matching can be used to build audience segments containing unattributed, matched data.

How is data collected from Automatic Advanced Matching?

Automatic Advanced Matching is programmed to recognize and pass data entered into form fields that can capture email and phone data. This capability is activated when one of the following elements appears on a page and is triggered:

  • ​input[type=submit]

  • ​input[type=image]

  • ​button[submit]

For example, for TikTok to collect an email into a form field, it must recognize an "@" in the input text. The text must also end in a domain designation. For TikTok to collect a phone number, the entered numeric values must begin with a '+'.

Is Manual Advanced Matching and Automatic Advanced Matching required to be used together?

No, they are not required, but we highly encourage this. If possible, we recommend advertisers use both Manual and Automatic Advanced Matching at the same time, as this setting maximizes Advanced Matching's full performance.

What pages will Automatic Advanced Matching scan for customer information?

Automatic Advanced Matching will scan pages where the pixel is installed.