Advanced Matching

Advanced Matching is a technology that helps identify users visiting the website even if they use browsers that limit cross-site cookies (third-party cookies), such as Safari or Mozilla Firefox.

This allows advertisers to maintain the effectiveness of ad campaigns and reduce the cost of attracting a relevant audience, while platforms can increase revenue from ad impressions.

To learn what browsers and browser versions your site users use, see the Browsers report.

How it works

  1. Advanced Matching uses information your users provide on their own via the forms on your website. (For example, when placing an order, registering, or subscribing to a newsletter).
  2. Data is hashed in accordance with ISO-27001 standards, anonymized and sent to Yandex Metrica.
  3. Aggregated information allows for increased advertising accuracy and effectiveness.

Note

Install web forms for data collection (authorization, subscription, order forms, and others) on your website. That way, Advanced Matching will be able to identify users and increase advertising effectiveness and revenue.

How to set up Advanced Matching

You can use one of the following methods:

In this case, only the e-mail address and phone number that the user filled out in the form on your site are transmitted to Yandex Metrica in hashed form.

For Yandex Metrica to automatically collect data, enable the Use advanced tracking settings option in the tag settings.

Manual data collection allows for more precise and flexible configuration of the information collection process depending on the specific needs and characteristics of each case. This is especially relevant when it is necessary to collect data about users who have already visited the site and are remembered by it.

According to our estimates, manual data collection can increase the volume of collected information by 2–3 times compared to automatic collection.

Use one of the JavaScript API methods to send data:

To make the sent data more accurate, we recommend adding manual collection code to all site pages that contain user information.

Checking data transmission

To check the automatic data submission to Yandex Metrica:

  1. Fill in the fields in the data collection form (in the subscription, authorization, order form, and others) on the website.

  2. Open the browser dashboard and the Network tab.

  3. Enter mc.yandex.ru in the filter field.

  4. Select the request that starts with 1?page-url.

  5. A new window will appear. Go to the Payload tab in it.

    • If the site-info: {“___ym”:{“fi” …} parameter is present in the tab content, it means that you have found the correct request.

    • If such a parameter is not present, open another request that starts with 1?page-url and go to the Payload tab again.

      If none of the 1?page-url requests contain the {"___ym":{"fi” …} parameter, it means that data is not getting sent. Please contact support.

  6. If the c() parameter displays an alphanumeric value, it means that data transfer is set up correctly.
    If the parameter appears as c(0), it means that data is not getting sent. Please contact support.

To check if data is being sent to Yandex Metrica in a hashed form:

  1. Fill in the fields in the data collection form (in the subscription, authorization, order form, and others) on the website.
  2. Submit the data in the form.
  3. Open the browser dashboard and the Network tab.
  4. Enter mc.yandex.ru in the filter field.
  5. Select the request that starts with 1?page-url.
  6. A new window will appear. Go to the Payload tab in it.
    • If the site-info: {“___ym”:{“fpp” …} parameter is present in the tab content, it means that you have found the correct request and data transfer is set up correctly.
    • If such a parameter is not present, open another request that starts with 1?page-url and go to the Payload tab again.
      If none of the 1?page-url requests contain the {“___ym”:{“fpp” …} parameter, it means that data is not getting sent. Please contact support.

If the script is placed on all site pages, check data transmission in the page source code using the firstPartyParams or firstPartyParamsHashed parameters.

Note

The firstPartyParams method for processing and sending hashed data is available for HTTPS sites.

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Please note: Our support team will never initiate a call to you. Do not follow any instructions of people who call you and introduce themselves as the Yandex Metrica support team.

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