"Facebook Custom Audience" is an ad targeting option that lets you find your existing audiences among people on Facebook. It's a great remarketing option for engaging users outside of your app or website through ads on Facebook.
Architect allows you to easily set up Facebook Audiences for all your users or based on specific user segments and behavioral triggers. These segments can be created based on past user behavior, user properties, or a combination of both. When using Architect for messaging channels, you can use every condition, such as custom attributes or events, to trigger Facebook and send users to the custom audience on Facebook.
How does Facebook custom audience work?
Insider uses the Facebook Ads API to connect to Facebook and uses users' email addresses and phone numbers as identifiers, which are sent to the Facebook Custom Audience. Furthermore, email addresses and phone numbers are the most suitable identifiers because most people log in to their Facebook accounts using an email address or phone number. That said, please remember that it must be an email address or phone number that the user uses to access their Facebook account.
Insider executes hashing using the SHA-256 hash when sending data to Facebook. The audience can be updated at any time via API, without needing users to revisit the website.
After you’ve launched the journey, whenever a user reaches the specified Facebook element, they will be passed into the selected Facebook Custom Audience, provided that the user uses an email address or phone number that matches the one associated with their Facebook account.
Tips & Tricks
- To prevent audience data from being populated with the wrong advertising account, we recommend creating and using a dedicated Facebook user with permissions restricted to just one advertising account.
- Architect enables you to design smart journeys to reach the right users. You can use the Check Reachability element before adding the Facebook element to determine which users are eligible to be passed into a custom audience. You can take another action on users or send messages through channels to prevent users from being lost in the flow.
- Targeting a well-segmented audience is essential because remarketing is a costly option for converting users. You can use advanced segmenting options for journeys to track users' past behavior and actions and pass them to a custom audience.
Requirements
Before setting up your Facebook audience in Architect, ensure that the following items have been created and completed.
- You need a Facebook Business Manager account to enable this integration.
- You need a Facebook Ad Account connected to your Facebook Business Manager account.
- Ensure that your Facebook Business Manager admin has granted you admin permissions for the Facebook ad accounts you plan to use with Architect, and that you have accepted the ad account terms and conditions. Ad account users should have one of these roles in the Facebook Ads Account: ANALYZE, MANAGE, or ADVERTISE.
- Accept Facebook’s Custom Audiences Terms for the Facebook ad accounts you plan to use with Architect. You can reach the link on the Settings page.
Use Cases
With Facebook Custom Audiences in your journeys, you can:
- Create sophisticated audiences for lookalike targeting.
- Retarget customers who haven't visited your website in a while.
- Retarget users who are less responsive to other marketing channels.
- Create audience suppression to prevent users from seeing advertisements when they are already loyal consumers of your brand.
- Target high-value users across multiple channels and platforms, such as Facebook, to convert them.