Advanced Match

The Quora Pixel uses cookies to match your website visitors and their conversion events to Quora users. There are many scenarios where a cookie is not present and we’re unable to match conversions to Quora users. As a result, you’re not able to accurately assess the value of your campaigns on the Ads Manager.

You can use Advanced Match to passback hashed user emails to Quora’s system to help us better match your conversion events to Quora users when a cookie is not present.

Why should I use Advanced Match?

Advanced Match helps you assess the value of your campaigns on Quora by attributing more conversions to Quora that were previously unavailable through cookie-based matching. With Advanced Match you’ll have more accurate reporting of conversion volume and CPA cost in the Ads Manager.

This can be particularly helpful if you have a complex sales cycle, strict CPA goals, or users who are more likely to convert across devices. If you noticed that the Ads Manager has been underreporting conversions compared to your internal reporting systems, Advanced Match can help reduce this gap in conversions.

How can I implement Advanced Match?

If you installed the Base Pixel manually, modify your base code to include email in your qp(‘init’) function as a third parameter. Our pixel supports passing back both hashed and unhashed emails, see instructions below.

1. Hashed emails: The third parameter will be a JavaScript object with ‘hashed_email’ as its key and you can replace '__INSERT_EMAIL_VALUE_HERE__' with the appropriate email value on your web page. 

     qp('init', '__YOUR_PIXEL_ID__', {'hashed_email: '__INSERT_HASHED_EMAIL_VALUE_HERE__'});

2. Unhashed emails: The third parameter will be a JavaScript object with ‘email’ as its key and you can replace '__INSERT_EMAIL_VALUE_HERE__' with the appropriate email value on your web page. 

   qp('init', '__YOUR_PIXEL_ID__', {'email: '__INSERT_EMAIL_VALUE_HERE__'});

How can I implement Advanced Match with Google Tag Manager?

You can populate the customer email with a user-defined variable. 

First, you need to add a user-defined variable for the email address on your web page. Follow the instructions from Google at support.google.com.

When configuring the Quora tag on Google Tag Manager, click the variable button next to the “Customer Email” input. In the pop-up menu, choose the user-defined variable you have created as input to the email field.

For more information about variables on Google Tag Manager, see support.google.com. 

We also support passing back unhashed emails with Google Tag Manager. To pass back hashed emails, you will need to manually modify the Quora pixel using the instructions under "How can I implement Advanced Match?"

How are emails sent to Quora?

Quora’s Pixel will hash any unhashed emails in the browser using SHA-256 before sending any user data to our servers. If you’d like to hash emails yourself, you can send us an SHA-256 hash of emails in lowercase with all whitespaces removed.

What does Quora do with the email addresses? How long are they kept?

The hashed email addresses will be used to match conversions to their respective Quora users. Once this matching process is complete, the hashed emails will be deleted.

Can I passback more data than just email?

No. At this time, we are only supporting email passback (both hashed and unhashed). If you’d like to hash emails yourself, you must use an SHA-256 hash of emails in lowercase with all whitespaces removed.

Can this be used for the image pixel?

No. We currently do not support Advanced Match for the image pixel.

What else can I do to more accurately report conversions?

Set custom windows for clickthrough and viewthrough conversions. You can find this in your Ads Manager's Account Settings page:

For more information, please see Can I change the clickthrough or viewthrough conversion windows?