Other than being a bit of a mouthful, it’s essentially a way for Facebook advertisers to automatically track and utilize user data to better target and optimize their campaigns. The pixel itself is a is a piece of code that you place on your website to integrate with Facebook’s ad campaigns.
Facebook’s Solutions Engineer Manager, Christine Lu describes it this way:
As an enhancement to our existing advanced matching, we’ve released an automatic version of advanced matching for the Facebook pixel. This version is designed to help advertisers easily leverage their customer data to track more conversions and build larger re-marketing audiences.
Our automatic advanced matching technology enables businesses to use their current pixel set up (no additional code required) to associate website text fields, such as email addresses, with corresponding events.
If you want a more thorough breakdown of what the Facebook Advanced Matching Pixel is, how it works, and how to set it up, you should head to it’s Facebook Developer Page here.
If you use Facebook ads to acquire traffic to a landing page or site where you then promote affiliate marketing offers, then you should be using this feature.
Placing Facebook’s pixel on your site will allow you to acquire and track valuable consumer info that they may input on your site during registration, sign-ups, or submit forms. This can include details like name, gender, e-mail address, state, city, and birth information. It can also track users across multiple browsers and devices.
Having this information gives you the ability to determine which types of users are generating conversions. This help you develop a better understanding of what’s working and what’s not in regard to your Facebook ad initiatives.
Obviously the less money you’re spending on advertising to people who are unlikely to generate a conversion, the better. This is why the potential to truly optimize your Facebook campaigns using this feature is so massive.
A couple of stats from Facebook’s developer website showcase how effective the Automatic Advanced Matching Pixel can be: