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, allowing you to reach audiences on Facebook and Instagram.
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 on Facebook and Instagram. 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
For the best marketing outcomes it is recommended to both implement a batch segment export and a real time export; you will find instructions to implement both below.
Before you can start configuring the connection, you will have to authenticate to Facebook. Click Setup and run to configure your authentication.
Click Connect with Facebook and log in with your Facebook credentials. Select the advertising account that you will be using.
Enter the value for your Facebook Pixel ID. You can retrieve or create a Facebook pixel in Facebook via "Events manager > Pixels > Create pixel / retrieve ID".
Make sure you use a pixel ID that is not yet used on the pages where you want to connection active.
Optional: Restrict the channels or URLs where the real time export should be active by selecting the channels and URLs. The standard is that the real time export is active on all pages on all channels.
Setting up Facebook Custom Audiences batch segment export is 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. the information could be in 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 many identifiable profiles as possible by integrating with your CRM, ESP and manual or scheduled imports that contain 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.
Before using this goal, be sure to read Facebook's Custom Audiences Terms of Service.
Add a goal to synchronize BlueConic segment information with Facebook's Custom Audiences by clicking the Add goal button and selecting Facebook Custom Audiences (batch export). Follow the steps in the goal to configure it.
- Link BlueConic and Facebook by entering the identifiers in the BlueConic profile and the Facebook profiles that should match. Matching by email address is recommended.
Only if you are using the same Facebook Advertising account on all of your channels and you have the visitor's consent to store their Facebook ID in the BlueConic profile, click the advanced identifiers and link the property to the Facebook ID.
- Map BlueConic segments into Facebook custom audiences. Add as many mappings as necessary based on your needs.
You need to accept Facebook's Custom Audience Terms of Service for the connection to work. To do this, click Accept TOS.
The real time export to Facebook via a pixel is useful if you want to retarget people on Facebook that have been to your website in the last few days or weeks. The real time export also works for visitors that are still anonymous to BlueConic. 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 this 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.
There are 3 different time periods that affect the number of profiles in your real time export 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.
Add a new real time export goal by clicking Add goal and select Export via a pixel to Facebook (real time). Follow the steps to configure your new goal.
- Select the BlueConic segment of visitors that can be exported.
- Select BlueConic profile property by entering a search term and enter the data field value it should populate.
Click the BlueConic icon to open a drop down menu where you can switch between the type of information you want to export. Pick one of:
- BlueConic profile identifier: the unique identifier for a profile
- Associated segments: all segments, or a selection of one or more specific segments that the profile is associated with. Click the name to select all segments or only a selection for BlueConic to send to Facebook. By default, BlueConic will use the exact segment name to send, but you can optionally enter a replacement name for BlueConic to send.
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"):
- Profile property: the value of a specific profile property
- All viewed interactions (all time): the interactions that the profile has seen
- Permission level: the permission level set in the profile
- Text value: enter any static text
- Determine how often information should be exported to Facebook by selecting a Push frequency.
Optional: Select a BlueConic event that should also trigger an export - in addition to the configured push frequency.
The Event name allows you to set the name of the events that BlueConic pushes to Facebook. This will allow you to recognize the events in Facebook.
Events and custom data variables passed to Facebook can be found within Facebook's audience creation tool by selecting "Custom Combination" under "Website Traffic":
Connections can be added to Objectives, allowing for privacy management of the information that is being picked up. The connection will only work if the visitor consented to at least one of the objectives that it is linked to.
The Facebook Advertising Connection is a standard plugin.