Tracking & DataAdvanced Matching
What is Advanced Matching? Matching Conversions Without a Click ID
Also known as: customer data matching, enhanced conversions
Short answer
Advanced Matching is how ad platforms match a conversion to the person who clicked, using customer details such as email and phone as one-way codes. It works even when the Click ID has been lost.
Why this second path matters
| Situation | Click ID | Advanced Matching |
|---|---|---|
| Click and buy on one device | Works | Adds accuracy |
| Click on phone, buy on desktop | Lost | Works |
| Close on WhatsApp | Often lost | Works |
| Purchase in a physical shop | Absent | Works |
| Site data cleared | Lost | Works |
How to prepare the data
| Field | Correct form |
|---|---|
| All lowercase, no trailing spaces | |
| Phone | Digits only, with country code, no plus or spaces |
| First and last name | Lowercase, no titles or punctuation |
| City | Lowercase, no spaces |
| Postcode | Digits only |
| Country | Two letters, lowercase |
Normalise first, then code. Skipping normalisation is the most common cause of a low match rate.
Frequently asked questions
- When is Advanced Matching needed?
- Whenever the Click ID is unavailable. For example someone clicks on a phone and buys on a desktop, or the close happens on WhatsApp with no website visit, or site data was cleared before the purchase.
- Is my customer data sent raw?
- No. Values such as email and phone are normalised, then turned into standard one-way codes before sending. The ad platform compares code against code, never raw value against raw value.
- Why is my match rate low?
- Usually formatting. Phone numbers without a country code, emails with capitals or trailing spaces, and names with titles all fail to match. Normalise the values before coding them.
- Can I send values my own system already encrypted?
- No. Internal encryption produces values nobody but your system can compare. What is required is a standard one-way code of a normalised value.
Related terms
Konektor guides
Your ad numbers are only as accurate as the data behind them
Konektor captures the Click ID and sends conversions that close on WhatsApp, over the phone, or in a shop back to the ad platform.