Send your Audience to a Destination: Meta

Context

Activate profiles for your Facebook campaigns for audience targeting, personalisation, and suppression based on hashed emails.

You can use this destination for audience targeting across Meta's family of apps that are supported by Custom Audiences, including Facebook, Instagram, Audience Network, and Messenger. Selection of the app that you want to run campaign against is indicated at the placement level in Facebook Ads Manager.

Facebook Custom Audiences supports the activation of identities:

GAID - Google Advertising ID
IDFA - Apple ID for Advertisers
phone_sha256 - Phone numbers hashed with SHA256 algorithm
email_lc_sha256 - Email addresses hashed with SHA256 algorithm
extern_id - Custom user IDs

Export Type = Segment Export

Facebook requires that no personally identifiable information (PII) is sent in clear. Therefore, the audiences activated to Facebook can be keyed off hashed identifiers, such as email addresses or phone numbers.

Activate Segments to the Facebook Destination

To log into the Adobe Experience Platform, check the Introduction Section.

In the left rail, click on Connections and choose Destinations, then go to Catalog. You’ll then see the Destinations Catalog.
In Destinations, select Social, click the Activate Audiences on the Facebook Custom Audiences card.

Select your Destination and click Next.

For this Lab we have already configured the Facebook Destination for our demo account. You can reuse this Account to map your audiences in the Lab: Facebook Demo Destination

In the list of available audiences

Select on of the Audiences you created in the previous exercise for mapping.
Click Next.

For the Facebook Custom Audience Destination, you need to specify your mapping identifiers between Adobe Experience Platform and Facebook. These will be used to match the profiles in your audiences between platforms.

For this lab we want to use the Hashed Email ID as the mapping identifier.

This mapping is already in place for the Bootcamp Facebook Destination, the below steps 1-7 are for information only.

On the mapping step select Add new mapping.
We will first specify a Source Field, by selecting the arrow next to the input box. This opens our XDM schema where we can choose to select from attributes or Identity namespaces.
Select the checkbox Select identity namespace and click the Emails (SHA256, lowercased) namespace from the list of identities.
Click Select.

Then, we do the same for the Target Field.

Select the Hashed email ID (email_lc_sha256) from the Facebook options.
Click Select.

Your mapping should now look like:

Click Next.

On the Audience Schedule step,

Select Directly from customers in the Origin of Audience drop down option.
Click Next
Finally, on the Review page, click Finish.

Your segment is now activated to Facebook

Exported Data

For Facebook, a successful activation means that a Facebook custom audience would be created programmatically in Facebook Ads Manager. Audience membership in the audience would be added and removed as users are qualified or disqualified for the activated audiences.

The integration between Adobe Experience Platform and Facebook supports historical audience backfills. All historical audience qualifications get sent to Facebook when you activate the audiences to the destination.

Context

Activate profiles for your Facebook campaigns for audience targeting, personalisation, and suppression based on hashed emails.

You can use this destination for audience targeting across Facebook’s family of apps that are supported by Custom Audiences, including Facebook, Instagram, Audience Network, and Messenger. Selection of the app that you want to run campaign against is indicated at the placement level in Facebook Ads Manager.