Meta enhanced match

Enhanced match (Meta calls this advanced matching) sends hashed customer identifiers alongside your Pixel and Conversions API events, so Meta can match a conversion to a real account even when cookies alone aren’t enough.

Why it matters

Browser-only tracking loses a meaningful share of events to iOS privacy settings and Intelligent Tracking Prevention, Máximo estimates around 30% signal loss without enhanced match. When that happens, Meta’s Smart Bidding has fewer real conversions to learn from, cost per result drifts up, and Advantage+ has less signal to build lookalike audiences from. Hashed identifiers let Meta re-attribute a conversion even after the third-party cookie is gone.

What Máximo sends

When enhanced match is on, Máximo sends these identifiers with each Meta conversion event, whenever they’re available from the order or checkout:

• Email
• Phone
• First name
• Last name
• Address

Every identifier is hashed with SHA-256 in the browser before it leaves the page, Máximo never stores or logs the raw values.

Turning it on

1. Go to Settings → Meta → Pixel.
2. Under Enhanced Matching, select Enable.

Enhanced match requires the Meta Pixel to be enabled first; the card is locked until you configure a Pixel on the same tab.

How consent affects it

The Pixel (and enhanced match with it) only runs once the Máximo Pixels theme app embed is active and your storefront’s tracking consent allows marketing pixels to load. If a shopper hasn’t granted marketing consent, Meta’s Pixel and enhanced match identifiers don’t fire for that visit. See Consent for how marketing consent gates Meta.

Checking the result

The Dataset quality tab reports how much of your traffic actually carries each identifier, broken out by funnel stage, so you can see whether enhanced match is closing the gap it’s meant to close.

Next steps

• Dataset quality: see the effect of enhanced match on Meta’s own match-quality signals.
• Event delivery: how events reach Meta in the first place.