This page describes how to use Census with Facebook Ads (Audiences and Conversions).
In this guide, we will show you how to connect Facebook Ads to Census and create your first sync.
- Have your Facebook Ads account ready.
The first step is finding the audience you'd like to sync data into. You can do that by visiting the Audiences section of Facebook's Ads Manager. Make a note of the ID (name will work too) of the audience you want to sync to from Census.
If you'd like to use a new Facebook Audience with Census, go ahead and create it now. Facebook Audiences makes it a bit confusing to create a new empty audience for Census. You'll need to create a new Customer List Custom Audience and then upload a CSV with the columns that you'll be using.
The results of the View, Table, or Census Model should contain a row per user. Each row will have three or more columns:
- 1.A unique identifier for the user, Facebook calls this the External ID. This is usually a unique ID from your application database, but could be email as well if that also uniquely identifies each row.
- 2.A column indicating what Facebook Audience the user should be synced to (can be the audience name or audience ID).
- 3.Any other identifying fields that Facebook can use to match your audience. Facebook requires these fields to be formatted in a certain way. For example, email must be lower-case. You can read more about each of the formatting requirements in the Facebook Documentation.
Example Facebook Audience Model:
LOWER(email_address) AS email,
'active users audience' AS fb_audience
Now that your data is prepared and in the correct format, we're ready to start syncing users to Facebook.
Update or Create will add or update users to the audience, but will never remove users. Mirror will also remove users that have disappeared from the source. Note: If you're reusing an existing Facebook Audience, Census will not remove any users already added to that audience through other means. Census only removes users that it created initially.
This should be the user id or other external ID you selected when you created the model.
Let Census know which column should be used to assign users to their audience. Select the Audience's ID or Name to correspond to the type of identifier you're providing with your model.
You can then map any user identifying fields that are present in your source data (e.g. phone number, email, first name, last name, etc).
Send web events directly to Facebook from your warehouse, exactly as if they were pixel events using the Facebook Conversions API.
Be sure to select the specific ads account you want to work on. You can switch ad accounts in the navigation bar on the left side of the screen.
In the events manager, you can view all your ad account's pixels and existing events. If a custom event doesn't exist already, Census will create it for you.
In your SQL model, dbt model, or table -- ensure that you have all required fields for your conversion sync, and any user identifiers so that Facebook can perform ad attribution. Facebook Conversion syncs require the following fields:
Census requires the model to have a column that stores a unique identifier for each row so that Census never sends any duplicate records. We'll call this unique identifier column "Event ID". If you have an identifier that you are already passing via your pixel on the website for online versions of this conversion event, use this identifier. Some common examples include
The Facebook Conversions API requires 4 fields for every event:
- Pixel ID - see above to find.
- Action Source - This field allows you to specify where your conversions occurred. It accepts one of the following values: "email", "website", "phone_call", "chat", "physical_store", "system_generated", and "other".
Facebook attributes conversions back to ad campaigns by identifying the users that saw or interacted with ad content. To do so, they accept the following user identifiers and will attempt to match each conversion to a facebook user. Sending more identifiers will improve match rates.
For a more complete description of each identifier, please see Facebook's API documentation. When Facebook requires a field's value to be hashed, you may choose to use a pre-hashed value (if you have one), or for Census to perform the hashing for you.
- Date of Birth
- Last Name
- First Name
- External ID
- Client IP address
- Client user agent
- Click ID
- Browser ID
- Subscription ID
- Facebook Login ID
- Lead ID
Your final sync configuration will look like the following!
Facebook Audiences and Conversions are a bit unique from other services. We do not upload the data you provide directly. Instead, it's "matched" to Facebook's audience. To do this, both sides "hash" their data so users can be compared without revealing the actual personally identifiable information.
Census automatically takes care of this hashing step for you.
However, all values provided to Census must be lowercase. You can use this standard SQL function
LOWER()that works across all data warehouses.
Additionally, there is specific behavior for certain fields in Facebook, check out this link to their docs, but you also need to remove white spaces on certain Customer Information parameters. For example:
- City changing from 'San Antonio' => 'sanantonio' using
replace( ,' ','')
- Date of birth changing from '1983-12-24' => '19831224' using
Update or Create will add or update users to the audience, but will never remove users. Mirror will also remove users that have been removed from the source. Note: If you're reusing an existing Facebook Audience, Census will not remove any users already added to that audience through other means. Census only removes users that it created initially.