Advanced Matching allows you to send hashed customer information from your website with your pixel events. This improves NewsBreak’s ability to match website events to people, which can increase attribution accuracy, optimization performance, and audience quality.
NewsBreak supports two methods:
Manual Advanced Matching — You send identifiers as extra fields in pixel events manually
Automatic Advanced Matching — The pixel detects identifiers on your site after you give consent
Important: Use only one method at a time. Do not use both together.
Manual Advanced Matching — Implementation
Manual Advanced Matching requires you to explicitly include identifier fields in your event payload.
Follow the implementation guidance under "How to Add Extra Fields" in this article.
Only use this method if you are familiar with Pixel Code and want full control over which identifiers are sent.
Automatic Advanced Matching Method
Automatic Advanced Matching allows the pixel to collect supported identifiers directly from your site after consent is granted.
To enable:
Event Management → Web Events → Automatic Advanced Matching
No code changes are required.
Note: If you are using the Shopify app for Pixel, consent is managed on the Shopify site.
General Constraints
Send only data you have legitimately collected
Do not send hashed placeholders or dummy values
Data should correspond to the current user
Avoid sending stale or inferred data
Respect user consent and privacy requirements
Additional Parameters Reference Table
The following fields may be sent for Advanced Matching. Provide as many valid fields as available to improve match quality.
| Field Name | Parameter Name | Description / Format | Hashing Required |
|---|---|---|---|
| nb_em |
Trim any leading and trailing spaces. Convert all characters to lowercase Input: John_Smith@gmail.com Normalized format: john_smith@gmail.com Expected SHA256 output: 62a14e44f765419d10fea99367361a727c12365e2520f32218d505ed9aa0f62f |
YES (SHA256) | |
| Phone Number | nb_ph |
Remove symbols, letters, and any leading zeros. Phone numbers must include a country code to be used for matching (e.g., the number 1 must precede a phone number in the United States). Always include the country code as part of your customers' phone numbers, even if all of your data is from the same country. Example: Input: US phone number (650)555-1212 e323ec626319ca94ee8bff2e4c87cf613be6ea19919ed1364124e16807ab3176 |
YES (SHA256) |
| First Name | nb_fn | Lowercase. Remove spaces and punctuation. Use the user’s real first name. | YES (SHA256) |
| Last Name | nb_ln | Lowercase. Remove spaces and punctuation. Use the user’s real last name. | YES (SHA256) |
| Age | nb_ag |
Please only pass back the ID of each range, here is the mapping:
|
No |
| Gender | nb_ge |
Please only pass back the ID of each gender, here is the mapping:
|
No |
| City | nb_ct | Lowercase city name. No abbreviations or extra characters. | No |
| State | nb_st | Lowercase state or region (use standard abbreviation when applicable). | No |
| ZIP Code | nb_zp | Postal or ZIP code for the user’s address. | YES (SHA256) |