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Facebook - Custom Audience

Logo_Facebook

Overview

Customer Data Platform (CDP) will create custom audiences in Facebook by uploading lists of individual whom Facebook will match to their backend identify graph.

Facebook’s Custom Audiences enables advertisers and marketers to reach existing and new customers on Facebook. Through the use of email addresses, Custom Audiences lets you find the appropriate leads to target. CDP now allows you to use its predictive analytics platform to create email lists that automatically generate Custom Audiences on Facebook - allowing marketers to integrate the data collected through Custom Audiences with Facebook Ad campaigns.

Use cases

As a marketer or advertiser, you can put this feature to your advantage in following ways:

  • Reactivate customers: Use CDP’s email stats to generate lists of customers who have opted-out of your email campaigns or are no longer engaged. CDP’s email stats help you identify different types of disengaged users, and customers who are not responsive to your email campaigns can now be reengaged via Facebook.
  • Lookalike audiences: Facebook’s Lookalike Audience campaigns allows you to acquire new leads who have similar profiles to your existing customers (country restrictions apply). You can now use any of CDP’s propensity models (for example Propensity to Buy) to discover similar leads on Facebook.
  • Suppression of existing customers: Increase effectiveness of your Facebook campaigns by targeting audiences who are not your existing customers. You can accomplish this by creating Custom Audiences for your existing customer base. This audience can be tagged as, “Excluded Audience List,” in your Facebook campaigns.
  • Behavioral campaigns: Leverage any of CDP’s segmentation models (behavioral, brand-based or product clusters) and run a Lookalike Audiences campaign on Facebook. This allows you to creatively find people who engage in similar behaviors as those found in your databases.

Setting up partner access to your Business Manager accounts

By enabling partner access, CDP can connect to your Business Manager (BM) accounts in Facebook without having to share your user name and password.

To enable partner access:

  1. Request your CDP account manager to provide the Partner ID of the latest CDP version.
  2. On Facebook’s business settings page, go to Users > Partners and select Add.
  3. Enter CDP’s Partner ID and select Next.
  4. Select Ad Accounts.
  5. Select the box next to the Ad Account you want to assign to CDP.
  6. Select Manage Campaigns as role.
  7. Select Assign Assets.
  8. Send the Ad Account Id and name to CDP.

Sending lists to Facebook

You can use the Facebook connector with legacy and advanced campaigns.

To send the lists to Facebook by using the legacy campaigns user interface:

  1. Sign in to your CDP user interface.

  2. Go to Actions > Campaigns and create a Facebook audience.

  3. Create your segment.

    SendList_1

  4. In the Destination section, select the Facebook connector.

    SendList_2

    Note

    If you’re using the advanced campaigns+ feature, ensure that you specify at least one primary or required field. Additionally, enter the Alias/Destination column name for all the fields.

  5. Send or schedule your campaign. This sends the list of user information to Facebook.

Using Facebook connector in campaigns and campaigns+

If you’re using the legacy campaigns feature, CDP sends the email ID information to Facebook. However, if you’re using the advanced campaigns+ feature, CDP sends multiple parameters, such as email ID, primary phone number, secondary phone number, etc, to Facebook. Hence, you can use the campaigns+ feature to have enhanced match rate and target Facebook users better.

The user information sent from CDP to Facebook through the output connector are:

Important

Apart from email, all other identifiers are available only if you’re using campaigns+ and not campaigns.

Identifier type Description Examples
Email CDP sends maximum three email addresses in the US or international format. Hence, apart from the primary customer email address, CDP can send two additional email addresses associated with the same customer.
  • username@hotmail.co.uk
  • your.name@gmail.com
  • myname@yahoo.com
Phone

CDP sends maximum three phone numbers. Phone numbers include a country code that Facebook can use for matching. For example, the number 1 must precede a phone number in the United States.

Important

CDP always includes the country code as part of the customers’ phone numbers, even if the entire data is from the same country.

  • 1-234-567-8910
  • 12345678910
  • +44 844 412 4653
Mobile Advertiser ID

CDP sends two types of mobile advertiser IDs:

  • AAID: Google provides Android’s Advertising ID as part of Android advertising.
  • IDFA: Apple provides Advertising Identifier as part of iOS in its ads framework.
  • AECE52E7-03EE-455A-B3C4-E57283966239
  • BEBE52E7-03EE-455A-B3C4-E57283966239
First Name CDP sends the initial of first and last names, with or without accents.
  • John
  • F
  • Emilie
Last Name CDP sends last names with or without accents.
  • Smith
  • Sørensen
  • Jacobs-Anderson
City CDP sends city names.
  • Paris
  • London
  • New York
State/Province CDP sends names of US and international states and provinces, and the abbreviated versions of US states.
  • AZ
  • California
  • Normandy
Country

CDP sends country information as an ISO two-letter country code.

Important

For better matching, CDP always includes the customers’ countries in their own column in the list, even if all country codes are from the same country.

  • FR
  • US
  • GB
Year of Birth CDP sends year of birth as a 4-digit number. 1986
Zip/Postal Code CDP sends US and international ZIP and postal codes. US ZIP codes can include a four-digit extension if they are separated by a hyphen.
  • W11 2BQ
  • 94104-1207
  • 94104
Gender CDP sends gender in the form of an initial, such as F for female and M for male. M or F