APM allows you to send advanced customer information through the Facebook pixel, allowing a much higher match rate between website actions and users on Facebook. This information can include ‘match keys’ such as email, first and last name, location (to state, city, or post code level), and date of birth. Facebook recommends including email and phone numbers as a starting point, but it will create the best combination of match keys based on the data you provide.
There are two kinds of APM – manual, and automatic. With manual APM, you apply a small update to your pixel on site, denoting the additional parameters you’d like to be returned for matching. Automatic APM will retain your existing set-up, so no code updates are required, but instead will associate website text fields with corresponding events. For example, if your checkout page asks the user for their email address and first and last name, this will be fed back through the pixel to enable better matches.