Match Keys

Match keys are identifiers you can share with conversion events and are crucial to help match conversions to a Reddit Ads engagement like a view or click.

Customer match keys and identifiers

Customer match keys are user identifiers that help improve conversion measurement, which can:

• Strengthen attribution. Improve attribution accuracy and capture more conversions with reliable identifiers, especially email addresses. 
• Enhance cross-device tracking. Attribute conversions more accurately by tracking user interactions across multiple devices and platforms.
• Improve retargeting. Create more precise and reliable retargeting audience lists based on specific user actions, leading to higher conversion rates.

We recommend sharing as many advanced matching signals as possible and enabling auto-advanced matching. But at a minimum, you should pass email addresses to track cross-platform conversions and improve measurement and attribution.

These values can be passed prehashed. Learn more about normalizing and hashing match keys.

Parameter	Description
Email address	A user's unique email account. This is a highly available persistent signal that is resilient to signal loss. We strongly recommend enabling it to track cross-platform conversions and strengthen attribution. Learn how to pass this auto-advanced matching or manual advanced matching. Example: example@email.com
Click ID	A unique click ID to attribute click conversions more accurately.  This is recommended for all available conversion events. Learn how to test for click ID persistence. Examples: https://example.com?rdt_cid=12345 https://example.com?utm_source=reddit&utm_medium=social&rdt_cid=12345
Phone number	A user's phone number in E.164 format. Example: +15554441234
Mobile advertising ID (MAID)	A user's unique mobile advertising ID. This is either Android's AAID (Android Advertising ID) or Apple's IDFA (Identifier for Advertisers). Examples: AAID: 38400000-8cf0-11bd-b23e-10b96e40000d IDFA:  8A2E4F6D-0852-4B2A-B9D5-79334DE14B16
External ID	An advertiser-assigned custom identifier that enhances match accuracy. We recommend passing an external ID with its corresponding click ID whenever possible. Example: customer12345
UUID	A unique ID generated by the Reddit Pixel when it's installed on your website. Example: 1677712978045.b8f7eb7d-b357-437b-8bd3-e1c8166c7132

Device matching identifiers

Device matching identifiers help attribute view conversions, especially when a click ID or customer match keys aren't passed. We recommend passing as many parameters as possible, but IP address must be passed at the minimum.

Parameter	Description
IP address	The unique ID assigned to the user's device on the internet. Example: 192.168.0.1
User agent	The software agent representing the user. Example: Chrome/98.0.4758.102
Screen dimensions	The width and height of the user's display. Example: 1920x1080

Set up match keys

There are four ways to set up match keys:

• Add to a tag in Google Tag Manager
• Send in a request to the Conversions API
• Add to Pixel code
• Add to Pixel code in Shopify

Some integrations require a little technical skill. If that's not in your wheelhouse, you might want to ask the right technical support person on your team for assistance.