How to set up Automatic Advanced Matching

Last updated: November 2025

When you turn on Automatic Advanced Matching, your website's pixel will automatically find customer information and match it with people on TikTok. The information is hashed encrypted and stored securely with an industry-standard hashing algorithm (SHA-256).

Before you begin

  • Make sure you have a Pixel installed on your website

  • If you have a partner integration, turn on Advanced Matching in your pixel settings in your partner platform.


How to set up Automatic Advanced Matching

  1. Go to Ads Manager.

  2. Hover over Tools and click Events Manager.

  3. In the left-hand menu, click Data Sources.

  4. Click the TikTok Pixel you want to manage.

  5. Click Settings.

  6. Click the button to turn on Automatic Advanced Matching.


How Automatic Advanced Matching Works

  1. When a visitor lands on your website and inputs customer information during registration, sign-in, contact, or checkout on a website where you installed your pixel, Automatic Advanced Matching will capture information from those fields.

    1. Automatic Advanced Matching may collect the following identifiers:

      • Email

      • Phone number (e.g., when input type=tel, or when input fields have IDs/names/placeholders such as phone, contact, mobile, pn)

      • Name (first name, last name)

      • Address (city, state, zip code, country. Street-level details are not collected)

      • External ID (e.g., customer ID, loyalty card number, or order ID)

    2. Sources of information include:

      • Customer input fields (registration, sign-in, checkout, contact forms, etc.)

      • Static text displayed on the page (e.g., when a user’s login email or name is shown on the UI after login)

      • Key website variables (e.g., window.dataLayer, window.utag)

  2. TikTok will verify if the visitor’s information is in a valid format (e.g., a valid email or phone). If the information passes verification, it will be hashed in their browser using an industry-standard hashing algorithm (SHA-256).

  3. The hashed information will be securely transferred to TikTok via HTTPS.

  4. TikTok will use hashed information to link event information to people on TikTok. Tiktok may use matched events to better attribute events to TikTok ads, optimize advertisers' future campaigns, and depending on advertisers' and users' settings, TikTok may also add people to advertisers' retargeting or engagement audiences.

Note: Automatic Advanced Matching activates when a designated event occurs on a page where Pixel is installed.