How to install Facebook Pixel?

Question

Facebook

When creating a pixel on Facebook, "ADVANCED MATCHING" can be activated. Then the line appears in the code:

em: 'insert_email_variable,'

1) what should be inserted instead of insert_email_variable ?
2) can you explain in simple terms what the activation of "ADVANCED MATCHING" will give me?

Answer 1

Greetings!
1) Instead of insert_email_variable, you need to insert a variable that will pass the email of your site visitor who, for example, placed an order.
2) Using ADVANCED MATCHING, you can combine Facebook users into audiences based on site actions. It looks like this: when placing an order on the site, I indicated my email, Facebook remembers me (if I indicated the email on Facebook and it matches what I indicated on the site when placing the order). As an advertiser, this gives you the opportunity to target, show ads "personally" to those who placed an order, added to the basket, and the like.
Everything is available here with a visual video https://developers.facebook.com/docs/facebook-pixe...
And here is a set of standard actions that can be specified in a pixel https://www.facebook.com/business/help/16625920273...
In addition to email, there is also the ability to "remember" the following data:
phone number,
first name,
last name,
city, state, zip
gender
date of birth.
Success in development.
PS Added an answer here because when searching for information on setting up a Facebook pixel, this resource is found. I think my answer will be helpful.

Answer 2

2) www.smartly.io/blog/advanced-matching-in-facebook-...