Identity Resolution on TikTok
The biggest lie in marketing is "ROAS." If your pixel can't "see" who bought, your ROAS is 0. TikTok's browser pixel is blind. It is blocked by Safari, AdBlockers, and iOS17. You need Advanced Matching.
What is Advanced Matching?
It is simple. When a user fills out a form or buys something, you send their hashed data (Email, Phone) back to TikTok. TikTok says: "Oh, that email belongs to User ID 12345, who saw the ad 3 days ago." Boom. Attribution.
How to Set It Up
Method 1: Manual Configuration (Hard) You can code it into your pixel base code. Method 2: Automatic Advanced Matching (Easy)
- Go to Events Manager.
- Settings → Advanced Matching.
- Toggle ON. TikTok will automatically "scrape" email fields on your website to find matches.
The Lift
We conducted a test.
- Without Advanced Matching: 100 conversions.
- With Advanced Matching: 130 conversions. The conversions always happened. We just couldn't see them before.
Summary
Data is the fuel. If your tank is leaking, the car won't go fast. Turn on Advanced Matching today.
About the Author
Performance marketing specialist with 6 years of experience in Google Ads, Meta Ads, and paid media strategy. Helps B2B and Ecommerce brands scale profitably through data-driven advertising.
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