What is the primary purpose of VK Pixel's 'Advanced Matching' feature beyond standard conversion tracking?

Beyond standard conversion tracking, VK Pixel's 'Advanced Matching' feature primarily serves to improve the accuracy of attribution and audience matching, especially in scenarios where user identification is incomplete or inconsistent. Standard conversion tracking relies on browser cookies, which can be affected by cookie restrictions, user privacy settings, or cross-device activity. Advanced Matching allows you to securely hash and pass first-party data, such as email addresses, phone numbers, or names, from your website to VK. This hashed data is then used to match website visitors to VK user accounts, even if the standard browser cookie is unavailable. This leads to more accurate attribution of conversions to specific ad campaigns, providing a more complete picture of campaign performance. Furthermore, by improving user matching, Advanced Matching enhances the quality of custom audiences, including retargeting audiences and lookalike audiences. The increased match rate results in more effective retargeting of website visitors and a more accurate expansion of your audience based on similar users. For example, if a user visits your website but doesn't log in, standard tracking might not be able to associate that visit with a VK user. However, if you collect the user's email address during the visit and pass it to VK Pixel using Advanced Matching, VK can attempt to match that email address to a VK user account, thereby attributing the visit and any subsequent conversions to the correct user and ad campaign.