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Facebook WCA Integration

This page illustrates the process of creating Facebook Website Custom Audiences (WCA) pixels for the purposes of sending web-based Audience Manager audience segments to Facebook, for online ad targeting with improved transparency.

Overview

Facebook Website Custom Audiences (WCA) allows you to create a list of people who have visited certain pages or taken particular actions on your website. Audience Manager enables activation in WCA using URL destinations, with which you can configure a custom pixel-based integration to send web-based audiences to Facebook for targeting.
This capability requires that you select the Website audience for social platforms option in URL destinations . Social platforms require that referrer information be unmasked when sent to their platform. Please be aware that this means that the destination platform/partner will be able to see information in your referrer URL.

Prerequisites

  1. Facebook Ad Account
  2. Audience Manager segments, ready to assign to your new Facebook destination. Here is how to create a segment in the Audience Manager UI.
  3. Adobe Experience Cloud ID Service (ECID) Version 4.1.0 or newer. Download the latest version here .
  4. Audience Manager Data Integration Library (DIL) version 9.0 or newer, downloadable from here . Alternatively, if you use Server-Side Forwarding (SSF) to import data into Audience Manager, you must use AppMeasurement version 2.12 or newer. Download AppMeasurement using the Analytics Code Manager .
We recommend that you install or upgrade the libraries in steps 3 and 4 using Adobe Launch or Adobe Dynamic Tag Management .

Step 1 - Create a Facebook Destination in Audience Manager

Create a new URL Destination in Audience Manager and name it Facebook Website Custom Audiences. Use the settings below when creating the destination. You can also refer to the Configure a URL Destination page.
Basic Information
  • Category : Custom
  • Type : URL
  • Select the Auto-fill Destination Mapping check box, then select Segment ID .
Data Export Labels
Select the option This destination may enable a combination with personally identifiable information (PII) .
This export label prevents third party data and data derived from device graphs from being included in the segments.
Configuration
  • URL type : Select Website audience for social platforms . By selecting this URL Type option, Audience Manager does not obscure the referrer URL information when firing a Facebook WCA pixel.
  • Serialize : Select Enable .
  • In the Base URL and Secure URL field, enter the Facebook WCA pixel.
  • Delimiter : ,
Base URL example: https://www.facebook.com/tr/?id=XXXXXXXXX&ev=Adobe-Audience-Manager-Segment&cd[segID]=%ALIAS%&noscript=1
Example pixel fired from the page. This example shows a user who qualifies for three Audience Manager segments, with the IDs 3401321, 2993399, 3263410:
https://www.facebook.com/tr/?id=6876666666662303&ev=Adobe-Audience-Manager-Segment&cd[segID]=3401321,2993399,3263410&noscript=1
Parameter
Description
id
Your Facebook pixel ID, which you can find in the Facebook Ad Manager UI when creating audience pixels.
ev
Event. This is an arbitrary value, which will appear in the Facebook Ad Manager UI once the pixel begins to fire on site. See the Include item in Step 3 , for more information.
cd[segID]
An additional parameter, which will begin to populate within the Facebook Ad Manager UI once the pixel begins to fire on site. segID is also arbitrary.
%ALIAS%
An Audience Manager macro, which will be dynamically replaced with the Audience Manager segment IDs that the site visitor qualifies for, delimited by comma ,
Your URL destination configuration should look like in the image below:
Save the destination. Then, you can proceed to the Segment Mappings step.

Step 2 - Segment Mappings - Map Segment to Destination

In the Configure URL destination workflow, map the applicable segment to your newly created destination. Notice the mapping value is auto-populated with the Audience Manager segment ID.
Enter an end date if applicable, otherwise leave blank for no end date.

Step 3 - Create an Audience within Facebook Ads Manager

See Create a Website Custom Audience in the Facebook help documentation. Select the Create Audience options in the table below:
Item
Description
Website traffic
Custom Combination
Include
  • Select Event > Select Adobe-Audience-Manager-Segment . This was the value of the ev parameter in the example pixel in step 1. Note that if the pixel is yet to fire, the Event option or Adobe-Audience-Manager-Segment may not appear in the Facebook UI.
  • Add a parameter: Select segID .
  • Select the contains operator.
    This is important, considering that visitors may qualify for multiple segments, there may be multiple segment IDs in the pixel parameter. Using the equals (=) operator may not qualify your visitors for the audience, and you will observe a lower volume.
  • Add a value: Enter the Audience Manager segment ID.
Add New Condition
Optional setting.
In the Last
Optional setting.
Audience Name
We recommend you use the same Audience Manager segment name for consistency, unless you are adding additional conditions to this Audience.

Step 4 - Assign the Audience to a Campaign in Facebook Ads Manager

After creating the Custom Audience, assign it to an ad campaign. Create a new campaign or edit an existing one and you will find your newly created Audience is listed in the Facebook UI. Your ad campaign will target users who have seen the pixel fire on their browser when visiting your site, if Audience Manager includes them in the segment.

Summary

Now that you have assigned your Audience Manager segment to the Facebook WCA destination, Audience Manager will selectively fire the Facebook WCA pixel to users of a given segment with the respective segment ID in the pixel to populate the Facebook Audience. This results in a gradual increase in the Facebook Audience the more the tag is fired to the applicable audience on your site.
If a user falls out of the Audience Manager segment, there is currently no way for Audience Manager to inform Facebook to remove the user from the Custom Audience.