What is the TikTok "Advanced Matching" feature?
Advanced Matching helps TikTok connect website events with users using available customer identifiers. It can supplement Pixel or Events API information.
Some identifiers, including email and phone, are hashed with SHA-256 before being sent to TikTok. Hashing is not reversible encryption and does not guarantee anonymity or compliance.
Enable and verify the feature
- In TikTok Pixel > Pixel code, set Activate Advanced matching? and save.
- Review your data source settings in TikTok Events Manager and the data you intend to share.
- Check received events and matching identifiers actually present for your module version, customer account and available data.
TikTok automatic matching can collect information from forms or other page elements. It is separate from data explicitly sent by the module. Do not assume that the module setting limits all collection to email only.
Attribution windows are configured in TikTok; enabling Advanced Matching does not establish a universal seven-day rather than one-day window. Also check consistency with consent choices and information provided to visitors.
See the official Advanced Matching documentation. For the server channel, see Events API.