Integrations
The mParticle Facebook Audiences integration allows you to forward mParticle audience data directly to a Facebook Ads Manager account for use with Facebook Custom Audiences, making it easy to target existing or prospective customers.
You must have Full Access to the Facebook Ads account you want to forward your audience data to. To check if you have Full Access:
The Facebook Ads account you are connecting to must have accepted the following terms of service:
To see if you’ve accepted the terms of service:
If you want to forward users’ Facebook IDs with your audience data, you must have the Facebook Application ID number for your app or integration. To find your Facebook Application ID, you need to access the Facebook Developer Dashboard. To find your Facebook App ID:
Once you have satisfied the prerequisites described above, follow the steps below to set up the mParticle Facebook audience integration.
Setting up and using the audience integration for Facebook includes three stages:
Check the box next to each of the following user identities you want to forward to Facebook with your audience:
Email addresses and Facebook IDs result in higher match rates with Facebook users because they are more unique across the Facebook platform, so it’s recommended to use these identities whenever they are available.
Check Enable Multi-Key Audience to have an additional audience forwarded to Facebook that includes all of the user identities you selected in the previous step.
Check Match on User Attributes to have mParticle forward all available attributes from the following list for each user. This can increase the match rate for your audience. All user attributes are hashed as SHA256
before being forwarded to Facebook.
To create a value-based lookalike audience, check Is Value Based Audience, and use the User Attribute Representing Value dropdown menu to select an mParticle user attribute to forward to Facebook.
Under Customer File Source, select one of the following as the source of your audience data:
Select the identity you want to forward to Facebook as an external email address from the External Email Identity Type dropdown.
Select the identity you want to be hashed and forwarded to Facebook for use as an external unique ID from the Multi-Key External ID Type dropdown.
To find your new custom audience(s):
mParticle deletes the downstream audience when you delete an audience from mParticle.
Following are the user identities and device identities that can be forwarded to Facebook. Identities that are hashed as SHA256
are noted.
SHA256
)SHA256
)SHA256
)SHA256
)SHA256
)The “match rate” for a Facebook audience refers to the percentage of your forwarded user data that Facebook successfully matches to active Facebook users.
When you connect an mParticle audience with Facebook, several user identifiers are included for each audience member (such as email addresses, phone numbers, Facebook user IDs, or mobile advertiser IDs). After you send an audience from mParticle to Facebook, Facebook attempts to match these identifiers to user profiles on Facebook. The match rate indicates how successful Facebook is in finding corresponding user profiles for the identifiers you provided.
There are several factors that can impact your match rate:
A higher match rate means that more of your user data was successfully matched to Facebook users, allowing you to reach a larger audience with your ads or other marketing efforts. However, it’s important to keep in mind that not all of your user data may match with Facebook users, and the match rate may vary from one audience to another.
You can use the mParticle audiences integration to create value-based lookalike audiences. These audiences target users who share similar characteristics and behaviors with your existing high-value customers.
However, unlike traditional lookalike audiences, which are based solely on demographic or interest similarities, value-based lookalike audiences are generated using an attribute that reflects the monetary value or profitability of your customers. For example, if you select a lifetime value attribute, Facebook will create a lookalike audience composed of users that have a higher lifetime value.
By default, mParticle only forwards users in a value-based audience to Facebook if the value of their “value reprepresenting attribute” is greater than 0. You can include values equaling zero by checking Allow Zero Values when creating your value-based audience.
You can learn more about value-based lookalike audiences in Facebook’s documentation.
As of July 2, 2018, Facebook requires that all new audiences disclose whether their data was collected from customers directly, collected from partners, or both. You can provide this information in the connection settings when connecting an audience to Facebook via the Customer File Source setting.
You can learn more about the Customer File Source Requirement in Facebook’s documentation.
Facebook does not allow more than 500 custom audiences to be created per Facebook Ads account. If you attempt to forward more than 500 audiences to Facebook, an error will be returned.
The Facebook Audience integration uses bulk forwarding. This means that instead of forwarding audience data in real time, mParticle adds updates to a queue. By default, mParticle forwards data to Facebook from this queue whenever one of the following conditions is met:
Before activating your new connection, or when troubleshooting issues, please be aware of the following:
During steps 4-5 of the first stage of the setup process, you connect your Facebook account to mParticle. Make sure that you use a Facebook account that has been granted access to the Facebook Ads account you will forward your audiences to, and make sure that after connecting your Facebook account that you use the Facebook Account ID dropdown menu to select the Facebook Ads account.
It is possible to have access to multiple Ads accounts, so make sure that you selected the correct Ads account when creating your output.
Read Access to a Facebook Ads account for instructions on how to make sure your Facebook account has the correct access. If you do not have the correct access, reach out to your Facebook Ads account administrator.
If you are trying to forward Facebook IDs from mParticle to Facebook, you must provide your Facebook application ID.
Often referred to as an app ID, a Facebook Application ID is a unique ID assigned to your application when you register it on the Facebook Developers platform. This App ID is required to integrate your application with various Facebook functions, such as logging in through Facebook, accessing Facebook’s Graph API, or incorporating social plugins like the Like button.
See Access to your Facebook Application ID for instructions on how to find your application ID.
While you may see your forwarded mParticle audiences listed in Facebook Ads right away, it can take up to 24 hours before your audience data begins to fully populate. This time can vary depending on how large your audiences are.
After logging into Facebook Ads Manager, make sure that you select the correct Business Portfolio from the left-hand navbar. You should select the Business Portfolio containing the Ads Account you chose to forward your audiences to.
When you select more than one user identity to forward to Facebook, a separate audience will be created in Facebook for each identity you select. If you want to have a single audience containing all of the identities you selected, make sure that you check Enable Multi-Key Audiences when connecting your audience to Facebook.
However, even with multi-key audiences enabled, you will still see an additional audience in Facebook for each identity selected.
Setting Name | Data Type | Default Value | Description |
---|---|---|---|
Facebook Account ID | string |
This setting is your Facebook account id. You can find it in the Ads Powertool. | |
Facebook AccessToken | string |
The Facebook access token used to make Graph API calls. |
Setting Name | Data Type | Default Value | Description |
---|---|---|---|
Forward Emails | bool |
True | If enabled, and the user’s e-mail address is available, the SHA-256 hash of that e-mail address will be added to the audience ”<Audience Name> (email)“. |
Forward Facebook IDs | bool |
True | If enabled, the user’s Facebook ID is available, and the Facebook Application ID property is set, it will be added to the audience ”<Audience Name> (fb id)“. |
Forward IDFAs | bool |
True | If enabled, and the user’s IDFA is available, it will be added to the audience ”<Audience Name> (IDFA/GAID)“. |
Forward Google Advertising IDs | bool |
True | If enabled, and the user’s Google Advertising ID is available, it will be added to the audience ”<Audience Name> (IDFA/GAID)“. |
Forward Phones | bool |
True | If enabled, and the user’s phone number is available, it will be added to the audience ”<Audience Name> (phone)“. |
Enable Multi-Key Audience | bool |
False | If enabled, all selected identities will also be sent to a single audience for higher match rates. |
Match on User Attributes | bool |
False | If enabled, mParticle will send all possible user attribute values to Facebook for multi-key matching. See user identity matching for more details. |
Facebook Application ID | string |
The App ID found on your Facebook application’s dashboard. | |
Is Audience Value Based | bool |
False | If enabled, the audiences created in Facebook will be value-based. |
User Attribute Representing Value | string |
The user attribute to be used as the basis for setting value in Facebook. Only non-negative numbers will be forwarded to Facebook. This setting only applies to value-based audiences. | |
Allow Zero Values | bool |
False | If enabled, user data either missing the above user attribute, or having a user attribute value of zero, will be forwarded to Facebook. This setting only applies to value based audiences. |
Customer File Source | enum |
UNSELECTED | Indicates whether the information was collected directly from customers, provided by partners or a combination of the two. Starting July 2, 2018, Facebook requires this setting on all new audiences created. |
External Email Identity Type | enum |
The mParticle User Identity type to forward as an External Email to Facebook. | |
Multi-Key External ID Type | enum |
None | The user identity to be sent to Facebook as the external identity. Note: this identity’s value will have whitespace trimmed, be converted to lowercase, and be hashed prior to sending to Facebook. |
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