Customer Data Platform (CDP) creates custom audiences in Facebook by uploading lists of individuals whom Facebook matches 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.
Custom Audience Connector
CDP pushes the data to the Facebook connector and appends the campaign output to the list. This is a new upsert session, where the data is updated if a match is found with the existing data, or a new data record is inserted. On completion, only the first list created retains the session data. The system deletes all the prior sessions in a purge operation. Therefore, you must always have the data based on the latest session.
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 through 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, such as 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:
Request your CDP account manager to provide the Partner ID of the latest CDP version.
On Facebook’s business settings page, go to Users > Partners and select Add.
Enter CDP’s Partner ID and select Next.
Select Ad Accounts.
Select the box next to the Ad Account you want to assign to CDP.
Select Manage Campaigns as a role.
Select Assign Assets.
Send the Ad Account Id and name to CDP.
Sending lists to Facebook
You can use the Facebook connector with campaigns.
To send the lists to Facebook by using the campaigns user interface:
Go to Actions > Campaigns+ and create a Facebook audience.
Create your segment.
In the Destination section, select the Facebook connector.
Note
Ensure that you specify at least one primary or required field. Additionally, enter the Alias or Destination column name for all the fields.
Send or schedule your campaign.
This sends the list of user information to Facebook.
Using Facebook connector in Campaigns+
The Campaigns+ feature in CDP sends multiple parameters, such as email ID, primary phone number, secondary phone number 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:
Identifier type | Description | Examples |
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CDP sends a maximum of 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. | ||
Phone | CDP sends a maximum of three phone numbers. Phone numbers include a
country code that Facebook can use for matching. For example, the number
Important CDP always includes the country code as part of the customers’ phone numbers, even if the entire data is from the same country. |
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Mobile Advertiser ID | CDP sends two types of mobile advertiser IDs:
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First Name | CDP sends the initial of first and last names, with or without accents. |
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Last Name | CDP sends last names with or without accents. |
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City | CDP sends city names. |
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State/Province | CDP sends names of US and international states and provinces, and the abbreviated versions of US states. |
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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. |
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Year of Birth | CDP sends the year of birth as a 4-digit number. |
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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. |
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Gender | CDP sends gender in the form of an initial, such as F for female and M for male. |
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