What: The Facebook Advertising Connection allows you to manage and enhance a Facebook pixel implementation, and/or populate custom audiences via server-to-server custom audience synchronization.
About BlueConic: BlueConic is a Customer Data Platform that harnesses the data required to power the recognition of an individual at each interaction, and then synchronizes their intent across the marketing ecosystem. Click here to learn more.
Why: By sending segmentation and user profile property data to Facebook, you can more effectively reach targeted audiences with digital ads. Target any contact in CRM with server-to-server sync, or any known or anonymous user via the pixel. With this capability, you can stop targeting entire segments of visitors who are not a good fit for your advertising campaigns, or create new look-alike audiences based on data from your highest performing customers or known and anonymous users.
Before using the connection, be sure to review Facebook's Custom Audiences' Terms of Service. Effectively, this means you should make sure you provide appropriate notice to, and secure any necessary consent from your users. Also, you should offer visitors an option to opt out, so their data will not be uploaded via BlueConic to Facebook.
Configuring the connection
You can choose to implement either a pixel-based connection, a server-to-server custom audience sync, or both:
- Facebook Pixel
- The Facebook Pixel is easy to implement and is useful if you want to retarget people on Facebook that have been to your website in the last few days or weeks. The Facebook Pixel also works for visitors that are still anonymous. When using the Pixel, BlueConic will send profile data to Facebook whenever the visitor is active on one of your sites. You can then manually create custom audiences in Facebook based on that data. The data can include profile property values but also a list of BlueConic segments the profile is associated with. Only segments that actually exist at the time the visitor is active on the site will be sent to Facebook. This means you can use BlueConic segments in Facebook to create a new custom audience.
- Facebook Custom Audiences
- Facebook Custom Audiences is more complicated to set up than the Facebook Pixel, but it is more useful when you want to retarget people on Facebook that have not been to your website recently but you have their contact information, e.g. from your CRM system because they made a purchase in your store or called your callcenter, or because their email address is in your ESP. To make the most of Facebook Custom Audiences you should create as much identifiable profiles as possible by integrating with your CRM, ESP and manual or scheduled imports that contains lots of identifiers. When using Custom Audience Mapping, BlueConic will automatically create a new custom audience in Facebook, and daily push all profiles into that audience that are associated to the mapped segment. Only profiles with an e-mail address known by Facebook will be pushed into the audience. No additional profile data will be pushed to Facebook.
There are 3 different time periods that affect the number of profiles in your Facebook Pixel audience:
In period A, the BlueConic script is active and storing data in profile properties. These profiles can be added to a segment even though the segment didn't exist when the person visited the site.
In period B, the Facebook Ads connection is active and sending the associated segments to Facebook through the pixel. Since this connection runs in the browser of the visitor it can only update values when someone decides to visit one of your pages. Since the segment isn't created yet it cannot be sent to Facebook as part of the associated segments.
In period C, the segment is created and sent to Facebook for all Facebook users visiting your website.
The BlueConic segment contains all profiles from periods A, B and C
The Facebook pixel has audience data for periods B and C
The Facebook audience which uses the BlueConic segment contains only profiles from period C.
Facebook Pixel Settings
When implementing the Facebook pixel, you'll need to enter your pixel ID which can be found in your Facebook ads account:
After entering your pixel ID, select the data to store in custom data variables in Facebook:
Name each data variable you'd like to send, and select the BlueConic value type from the dropdown.
Choose "Associated Segments" to either send all associated segments to Facebook, or click "All associated Segments" to select BlueConic segments to include.
Choose "Profile Property" to send a specific profile property as a custom data variable.
You can also send a straight text value, e.g. to categorize the pages you would like to send the pixel from.
Events and custom data variables passed to Facebook can be found within Facebook's audience creation tool by selecting "Custom Combination" under "Website Traffic":
When sending named segments from BlueConic, you have the option of encoding the names:
Please note that sharing segment data with other systems requires a setting be enabled under Settings > Privacy (see "Expose the segments that the visitor is part of":
Connection Settings for Pixel Implementation
- In order to implement the Facebook pixel via BlueConic, you will first need to enter the pixel ID configured in Facebook (see Facebook Ads Manager). Make sure you use a pixel ID that is not yet used on the pages where you want to connection active.
- Enter an event name - if you will be broadly placing Facebook pixels across your sites, we recommend the standard event "ViewContent". Otherwise, you may enter any custom event name here.
- Select a frequency at which to trigger the Facebook pixel, or leave as "Each Page View".
- Lastly, select the channels and pages you'd like to trigger the Facebook pixel unless you would like it to be triggered from all pages on all channels.
Connection Settings for Custom Audience server-to-server sync
- Confirm permissions with Facebook to allow BlueConic to send data to your ad account. Click "Confirm Facebook permissions" and you should see your ad account name populated below.
- Map BlueConic segments into Facebook custom audiences. Add as many mappings as necessary based on your needs. Each segment you map into Facebook will appear as a custom audience created by BlueConic after the connection has run for the first time (see Scheduling Connections).
Select the profile property that contains the email address you would like to use to map users into Facebook.
Setting up a mapping based on email address is the recommended approach. Under advanced settings you can choose to match on "Facebook ID" or "Phone number". However, restrictions for this are more stringent and you may run into issues configuring Facebook correctly in accordance with the Facebook's Custom Audiences' Terms of Service.
The Facebook Advertising Connection is a standard plugin.