Our first-party tracking pixel offers advanced visitor matching to help you accurately attribute website visits and conversions to your ad campaigns. You can choose between two matching modes:
Basic Visitor Matching - This method tracks users based on their ad clicks. If someone returns using a different browser or device, they may be recognized as a new visitor. This is how most standard tracking tools operate.
AI (Cross-Device) Matching - Using AI and available customer and network data, this mode connects sessions across devices and browsers to identify returning users more accurately. It provides a more complete picture of customer journeys and improves attribution reliability.
You can choose two different versions which differ in the way they handle the uncertain cases:
Conservative - Prioritizes precision. Best for large websites with high traffic, where minimizing incorrect matches is key.
Broad - Prioritizes completeness. Ideal for smaller websites where capturing more user journeys is more valuable.
Tip: Both options use AI to ensure high-quality attribution. The choice simply depends on your business needs and volume, not on accuracy alone.