diff --git a/README.md b/README.md
index e1b7927..1f8c8e4 100644
--- a/README.md
+++ b/README.md
@@ -309,6 +309,7 @@ To add events or variables to the dataLayer from the server side, just call the
 ### Facebook
 
 * `Facebook Pixel` - adds the [Facebook Pixel](https://www.facebook.com/business/help/952192354843755)
+* `:advanced_matching` -  sets optional matching parameters, see https://developers.facebook.com/docs/facebook-pixel/advanced/advanced-matching/ for details.
 
 Use in conjunction with the [Facebook Helper](https://developers.facebook.com/docs/facebook-pixel/pixel-helper) to confirm your event fires correctly.
 
@@ -316,12 +317,13 @@ First, add the following to your config:
 
 ```ruby
   config.middleware.use(Rack::Tracker) do
-    handler :facebook_pixel, { id: 'PIXEL_ID' }
+    handler :facebook_pixel, { id: 'PIXEL_ID', advanced_matching: {fn: "Bob"} }
   end
 ```
 
 #### Dynamic Pixel Configuration
 
+
 If you need to have different pixel ids e.g. based on the request or serving pages for different accounts, you have the possibility to achieve this by passing a lambda:
 
 ```ruby
@@ -340,6 +342,10 @@ and set the pixel id within the request `env` variable. Here an example on how i
   end
 ```
 
+
+
+
+
 #### Standard Events
 
 To track Standard Events from the server side just call the `tracker` method in your controller.
diff --git a/lib/rack/tracker/facebook_pixel/facebook_pixel.rb b/lib/rack/tracker/facebook_pixel/facebook_pixel.rb
index f6015dd..d88b0d1 100644
--- a/lib/rack/tracker/facebook_pixel/facebook_pixel.rb
+++ b/lib/rack/tracker/facebook_pixel/facebook_pixel.rb
@@ -1,6 +1,6 @@
 class Rack::Tracker::FacebookPixel < Rack::Tracker::Handler
   self.position = :body
-  self.allowed_tracker_options = [:id]
+  self.allowed_tracker_options = [:id, :advanced_matching]
 
   class Event < OpenStruct
     def write
diff --git a/lib/rack/tracker/facebook_pixel/template/facebook_pixel.erb b/lib/rack/tracker/facebook_pixel/template/facebook_pixel.erb
index 2901c52..e1248ef 100644
--- a/lib/rack/tracker/facebook_pixel/template/facebook_pixel.erb
+++ b/lib/rack/tracker/facebook_pixel/template/facebook_pixel.erb
@@ -7,7 +7,7 @@
     t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,
     document,'script','//connect.facebook.net/en_US/fbevents.js');
 
-    fbq('init', '<%= tracker_options[:id] %>');
+    fbq('init', '<%= tracker_options[:id] %>', <%= tracker_options[:advanced_matching].to_h.compact.to_json %>);
     fbq('track', "PageView");
   }
 </script>
diff --git a/spec/handler/facebook_pixel_spec.rb b/spec/handler/facebook_pixel_spec.rb
index 9716529..3d43c21 100644
--- a/spec/handler/facebook_pixel_spec.rb
+++ b/spec/handler/facebook_pixel_spec.rb
@@ -12,7 +12,7 @@ def env
     subject { described_class.new(env, id: 'PIXEL_ID').render }
 
     it 'will push the tracking events to the queue' do
-      expect(subject).to match(%r{fbq\('init', 'PIXEL_ID'\)})
+      expect(subject).to match(%r{fbq\('init', 'PIXEL_ID', {}\)})
     end
 
     it 'will add the noscript fallback' do
@@ -24,7 +24,7 @@ def env
     subject { described_class.new(env, id: lambda { |env| env['PIXEL_ID'] }).render }
 
     it 'will push the tracking events to the queue' do
-      expect(subject).to match(%r{fbq\('init', 'DYNAMIC_PIXEL_ID'\)})
+      expect(subject).to match(%r{fbq\('init', 'DYNAMIC_PIXEL_ID', {}\)})
     end
 
     it 'will add the noscript fallback' do
diff --git a/spec/integration/facebook_pixel_integration_spec.rb b/spec/integration/facebook_pixel_integration_spec.rb
index 07af9f0..d935305 100644
--- a/spec/integration/facebook_pixel_integration_spec.rb
+++ b/spec/integration/facebook_pixel_integration_spec.rb
@@ -1,6 +1,8 @@
 require 'support/capybara_app_helper'
 
 RSpec.describe "Facebook Pixel Integration" do
+  subject { page }
+
   before do
     setup_app(action: :facebook_pixel) do |tracker|
       tracker.handler :facebook_pixel, { id: 'PIXEL_ID' }
@@ -8,10 +10,10 @@
     visit '/'
   end
 
-  subject { page }
+  
 
   it "embeds the script tag with tracking event from the controller action" do
-    expect(page).to have_content("fbq('init', 'PIXEL_ID');")
+    expect(page).to have_content("fbq('init', 'PIXEL_ID', {});")
     expect(page.body).to include('https://www.facebook.com/tr?id=PIXEL_ID&ev=PageView&noscript=1')
   end
 
@@ -23,4 +25,19 @@
   it "can use non-standard event names for audience building" do
     expect(page.body).to match(/fbq\("trackCustom", "FrequentShopper", {\"purchases\":24,\"category\":\"Sport\"}/)
   end
+
+  describe "swith advanced matching" do
+    before do
+      setup_app(action: :facebook_pixel) do |tracker|
+        tracker.handler :facebook_pixel, { id: 'PIXEL_ID', advanced_matching: {fn: "John", ln: "Smith"} }
+      end
+      visit '/'
+    end
+
+
+    it 'adding advanced matching on pixel init' do
+      expect(page).to have_content("fbq('init', 'PIXEL_ID', {\"fn\":\"John\",\"ln\":\"Smith\"});")
+    end
+
+  end
 end