Ad platforms like Meta, TikTok and Pinterest ask you to send additional user information alongside your tracking events. Things like email address, phone number, name and location. They use this data to match events back to real people in their systems, which improves your Event Match Quality scores and gives the platform better data to optimise your ad campaigns.
Each platform has its own name for this. Meta calls it Advanced Matching, TikTok calls it Enhanced Match, and Pinterest refers to it as Enhanced Match too. They all work the same way: you send hashed user data alongside your events, and the platform uses it to improve attribution.
UniPixel handles all of this automatically with a single toggle in General Settings.
When someone clicks your ad and later makes a purchase, the platform needs to connect those two actions. Traditionally it relied on cookies and browser signals to do this. But with ad blockers, iOS privacy restrictions and browser cookie limits, those signals are increasingly unreliable.
Platforms now ask advertisers to send additional user parameters (email, phone, name, address) so they have more ways to match an event to a person. The more parameters you send, the higher your Event Match Quality score, and the better the platform can attribute conversions to the right campaigns.
You may have seen warnings in Meta Events Manager, TikTok Events Manager or Pinterest Tag dashboard telling you that parameters like email or phone are missing. That is the platform asking you to send this data.
When Advanced Matching is turned on, UniPixel sends the following hashed fields where available:
| Field | Meta | TikTok | |
|---|---|---|---|
| Yes | Yes | Yes | |
| Phone | Yes | Yes | Yes |
| First name | Yes | Yes | Yes |
| Last name | Yes | Yes | Yes |
| City | Yes | Yes | Yes |
| State | Yes | Yes | Yes |
| Postcode | Yes | Yes | Yes |
| Country | Yes | Yes | Yes |
Google Analytics (GA4) does not accept user data through its Measurement Protocol, so Advanced Matching does not apply to Google. This is a GA4 platform limitation.
The data is sent through both channels:
UniPixel pulls user data from two sources depending on the situation:
Purchase events use the order billing details. When a customer completes checkout, WooCommerce stores their billing email, phone, name and address. UniPixel reads this from the order and includes it with the Purchase event. This is the most complete data source because the customer has just filled in the checkout form.
All other events (AddToCart, Checkout, ViewContent, PageView, custom events) use the logged-in user’s WordPress profile. If the visitor is logged in and has previously placed an order, their billing details are stored in their user profile and UniPixel will include them.
Guest visitors have no data available. If someone is browsing your site without being logged in, there is simply no email, phone or address to send. The event still fires normally, it just will not include user matching data. This is completely normal.
Most visitors to your website are not logged in. They arrive, browse products, maybe add something to cart, all without identifying themselves. Until they reach checkout and enter their billing details, there is no user data to send.
This means your platform dashboards will show warnings about missing user parameters for many events. Meta will tell you that email or phone is missing. TikTok will show a low match quality indicator. Pinterest will flag incomplete user data.
This is expected and there is nothing any plugin can do about it. The data does not exist for anonymous visitors. Where data is available, for logged-in users with stored billing info and completed purchases, UniPixel sends it automatically.
All user data is hashed using SHA-256 before it leaves your server. Platforms never receive plain-text email addresses, phone numbers, names or addresses. They only receive irreversible one-way hashes that cannot be converted back into the original values.
For example, an email address is converted into a 64-character string of letters and numbers before being sent. The platform already has its own hashed version of its users’ emails, so it compares hashes to find a match. Neither side reveals the actual data. This is the standard approach used by all major ad platforms and is how Advanced Matching is designed to work across the industry.
There are no per-platform or per-event toggles. Advanced Matching applies to all events across all supported platforms (Meta, TikTok, Pinterest) automatically. When the toggle is on, data is sent wherever it is available. When it is off, no user data is included with any event.
UniPixel sends the hashed data automatically, but each platform also has its own Advanced Matching or Enhanced Match setting in their dashboard. It is worth checking that this is turned on so the platform knows to expect and use the data UniPixel is sending.
In Meta Events Manager, select your Pixel, then go to Settings. Scroll down to the Advanced Matching section. You will see toggles for Automatic Advanced Matching and Manual Advanced Matching. Make sure these are turned on. UniPixel sends the data server-side so it works regardless of which toggle is active, but having them enabled ensures Meta processes all matching data it receives.
In TikTok Ads Manager, go to Assets > Events and select your Pixel. Under Settings, look for the Enhanced Match or Advanced Matching section. Make sure it is enabled. This tells TikTok to use the hashed user parameters that UniPixel includes with your events for better attribution.
In Pinterest Ads Manager, go to Conversions and select your Tag. Under the tag settings, look for Enhanced Match. Make sure it is turned on. This allows Pinterest to use the hashed email and other user data that UniPixel sends alongside your events.
Do I need to configure anything in Meta, TikTok or Pinterest?
No. UniPixel sends the data automatically. The platforms receive it and use it for matching without any additional setup on the platform side.
Will this slow down my site?
No. The data comes from information WordPress already has loaded in memory. For logged-in users, WordPress and WooCommerce have already loaded the user profile. The hashing itself takes less than a millisecond.
What if I turn this off?
Events still fire normally. They just will not include hashed user data. Your Event Match Quality scores may decrease, and platforms will have less data for attribution.
My Event Match Quality is still low. Is something wrong?
Probably not. If most of your visitors are guests (not logged in), there is no user data to send for their events. A low match quality score for PageView or AddToCart is normal on sites where most traffic is anonymous. Purchase events should show higher match quality because billing details are always available at checkout.
Does this work without WooCommerce?
Yes. For sites without WooCommerce there will not be purchase events, but PageView and custom events will include user data for any logged-in visitor whose WordPress profile has an email address.