Facebook Pixel Advanced Matching has arrived. We are rapidly delivering optimisation around the HUGE expansion of Audience Targeting on social media here at &Mine. And Facebook have just released another smart curveball.
Facebook pixel (already an amazing tool to track conversion data into websites, CRMs and Apps). It is being extended to match on external sites Emails and Phone Numbers, exposing that data back to conversion and targeting metrics back in Facebook. So tracking, where possible is synchronous across data.
OK Yes, Facebook are sucking in more data, but it is securely hashed (that means matched and hidden from them). As really this is about improving connections for marketers. And of course in the end Facebook being more ‘sticky’ long term.
If you’re already all over Facebook pixel and tracking conversion back into the platform, Facebook Pixel Advanced Matching should be a big extension on existing data tracking. We are seeing huge benefits especially for eCommerce; Where retargeting of audiences is being amplified through ‘subtle’ campaigns which keep brands top of mind, relatable. Rather than always in SELL mode.
Quick tip for Marketing Managers – Use the Hop-Skip and Jump method. Hop and Skip is your promoted content, keeping you loyal audience warm, Jump is the switch to Sell. Remember to track each step, as effective “middle to conversion funnel” activations must be aligned to your audience and the quality of your campaigns.
I strongly recommend AndMine and Michael's work to any forward thinking company. They have helped us rapidly evolve our business with great success in a very difficult period in retail. From online to offline they are the new generation of advertising delivering brilliant results and service. From simple EDM's to our new online store and creative campaigns, they have gone above and beyond, engrained themselves in our business and amplified our brand. We look forward to what Michael and the team achieve for us next. Harry Goles, OJAY ClothingMore Testimonials