Facebook Custom Audiences

WhatCounts offers a direct integration to Facebook Ads Manager through Custom Audiences. Any segment you create in WhatCounts can be easily synced to a Facebook Custom Audience. This article will detail how this integration works and how you can use it to launch targeted, data-driven ads within Facebook, backed by WhatCounts data.

About Facebook Custom Audiences 

Facebook Custom Audiences are segments of Facebook users that can be applied to Facebook Ads campaigns in a variety of ways. Primarily, Custom Audiences can be used as your targeting mechanism for Facebook Ads. Custom Audiences also extend to targeting on other Facebook-owned platforms, such as Instagram and the Audiences Network. You can target the Custom Audience as is, or you could layer in additional data from Facebook, such as age, location, and engagement behavior. By default when you utilize Custom Audiences in Facebook Ads Manager, all their advertising platforms are pre-selected by default. This improves the performance of your Ads and how Facebook's advertising algorithm places your content.

Custom Audiences are established by the email address a Facebook or Instagram user uses to log into Facebook and Instagram. To learn more about Facebook Custom Audiences, click here.

If you're interested in learning more about Facebook Advertising and how this feature fits into your efforts, watch the video below:

Getting Started 

Before you can begin syncing and pushing segments to Facebook, you need to make sure you have done two things:

  1. Authenticate your Facebook Ads account within WhatCounts
    Visit Store Settings to put in your Ads Account ID. This is a number that appears next to your name in the top-left corner of the screen when you're logged into Facebook Ads Manager. Doing this delivers an approval-request email to the Ads Account administrator. Alternatively, you can visit the Ad Account Settings area of your Facebook Ads account to approve the request.
  2. Make sure you have accepted Facebook's Corporate Terms of Service for Custom Audiences
    If you have used Custom Audiences before, you likely will have already accepted these. But if it's your first time, you will need to accept Facebook's Corporate Terms of Service for Custom Audiences. You can do so here:

About the Integration 

Since Custom Audiences are built on Facebook users' email addresses, WhatCount's integration with Facebook depends on shared email addresses between your store and Facebook/Instagram. You can expect match rates anywhere from 60-80%, depending on how much of your business is purely B2C. WhatCounts allows you to SYNC your Segment to a Facebook Custom Audience, or PUSH it. The choice depends on the segment you build and what you want to use it for in Facebook and Instagram.

Read on to understand the difference between the two choices.

Syncing Segments

Syncing a segment to a Facebook Custom Audience means that as your segment updates every night with your store's e-commerce update, your Facebook Custom Audience will update, as well — new customers will be added to your segment and Custom Audience if they match the criteria and there is email address overlap with Facebook and customers will be removed from your Segment and Custom Audience if they fall out of criteria match.

Syncing a segment to a Facebook Custom Audience will create a new Custom Audience in Facebook named "WC [Original Segment Name]" which you can find in the New Audiences Section of Facebook Ads Manager.

The Sync to Facebook feature is ideal for when you want your Facebook and Instagram Ads audiences to constantly reflect how your WhatCounts segments evolve over time. For example, a segment of Best Customers that will regularly change is an ideal segment to SYNC over to a Facebook Custom Audience.

Once the sync is successfully made, a status will appear on the Segment Management page associated with that segment indicating that syncing is active and when the last successful sync occurred.

Advanced Matching

Our Facebook Custom Audiences integration supports Advanced Matching through Facebook. Advanced Matching means that, if certain data fields are available to WhatCounts, we will attempt to use them in an effort to better match your customers to their Facebook identities for your targeting purposes. Since not everyone gives you the same email address during checkout that they give Facebook during registration, we're not always able to match on email address alone. That's why we support Advanced Matching through our API by default — it gives you a better shot at identifying your customers in Facebook and marketing to them with targeted content.

In addition to email address, we will attempt to match on the following data, if available:

  • First Name
  • Last Name
  • City
  • State/Province
  • Country
  • Phone Number
  • Predicted Gender (if applicable)
  • Date of Birth
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