Facebook / Instagram Ads

There are two possible ways of integrating Exponea with Facebook Ads. This article will guide you through both options.

Watch this short introductory video about this feature:

A. Using Exponea’s built-in integration to create a custom audience list in Facebook based on matching customer’s email address or phone numbers tracked in Exponea


The audience can be updated anytime via API without the need for visitors to visit the webpage again


Customers are not matched if emails and phones tracked in Exponea are not the same used in their Facebook accounts

B. Placing Facebook pixel on the website via Exponea Tag Manager and enriching the cookie data with Exponea segmentations or recommended products


No need to match emails or phone numbers, meaning 100% match rate. Possibility to use dynamic product ads.


Cookie information is updated only at the moment of the webpage visit. Since cookies expire, you might be able to retarget only recent customers with this approach.

Using built-in Facebook integration

We recommend using built-in Facebook integration for:

  • Creating custom or sophisticated audiences for lookalike targeting
  • Retargeting customers who might not have visited your website for a while

Step 1: Set up Facebook integration in Exponea


You need a Facebook Business Manager account to enable this integration.

  • a. In Exponea, go to Data & Assets > Integrations

  • b. Click on Add new integration

  • c. Choose Facebook Ads

  • d. Click on Connect your Facebook account with Exponea

  • e. Authenticate with your Facebook Business Manager account


Once you authenticate your Facebook account, the integration will require permission to access any Facebook Advertising Account linked to your profile.
We recommend creating and using a dedicated Facebook user with permissions restricted to just one advertising account in order to prevent uploading audience data to a wrong advertising account.

  • f. Save integration

Step 2: Set up Facebook retargeting nodes in Exponea scenarios

  • a. Create business logic for assigning customers to various Facebook audiences using the Exponea scenario editor

  • b. To assign a customer to a specific Facebook audience, add the retargeting node, double-click on it and select Facebook Ads

  • c. Select the integration that you’ve created in Step 1

  • d. Select an audience from the list to add to / remove from or create a new one.


When you create an audience in the retargeting node it will be available in Facebook Manager immediately, before the scenario has started for the first time.

Furthermore, you can enrich the information Facebook receives about your audience based on the Value Based Audiences function that allows FB to calculate lookalike audiences (those that have similar characteristics) by providing a specific metric (value) to each customer sent into retargeting nodes. This value is usually connected to Customer Lifetime Value (CLV) or total revenue for a given customer. In other words, it has an impact on the Conversion rate% and Facebook Return On Investment (evaluate the efficiency of investment)

  • e. Click on "Advanced settings: Customer matching" to configure which Exponea attributes will be used to match the customers. You can use the customer's Email, Phone, Facebook ID, Mobile advertiser ID, and External ID (Beta feature).

Customer ID



It has to be an email that a customer has used with his Facebook account. It is hashed (converts one value to another) before transferring to Facebook.


The customer’s phone number has to be in the international format E.164. All characters except numbers will be removed before sending to Facebook, leading zeroes, and the "+" sign is removed as well. It is hashed before transferring to Facebook.

Note: always include country code (for example +44) as part of your customers' phone number, even if they are from the same country as where your organization is based.

Facebook ID

Facebook’s App Scope User ID that is tied with the App ID. It can be obtained by adding a Facebook login on your website. [Read more here](https://developers.facebook.com/docs/marketing-api/audiences/guides/custom-audiences/

Mobile Advertiser ID

A unique identifier of a customer’s mobile device. This can be either Apple’s Advertising Identifier (IDFA) or Android Advertising ID. You can track these IDs using your own mobile app.


Email Hashing

Exponea carries out the hashing when sending the data to Facebook according to SHA256 hash.


Events Tracking

Retargeting nodes track campaign events automatically. This enables simple evaluations of retargeting scenarios that contribute to the single customer view of a customer.

Remove customers from a FB audience

In step 2 d) above, select the action to perform - "remove from the audience".

In case the customer asks for the removal of all his data, there is an option in Facebook retargeting node to remove a customer from ALL Facebook Ads audiences.

Consent policy

Consent policy settings is part of the retargeting node, which simplifies the design of the retargeting scenarios and ensures that only people with proper consent will be pushed to Google/Facebook Ads audiences.

Step 3: Check the received audience in your Facebook account


When the matched number of customers is high, it might take a few hours before you see the segment being populated on Facebook. You might see a message “Low match, populating”. This is OK, it will populate eventually.

Using the FB pixel via Exponea Tag Manager

We recommend using Facebook Pixel with Exponea Tag Manager for:

  • Creating custom or sophisticated audiences for retargeting

Step 1: Set up Main Facebook Pixel in Exponea Tag Manager

a. In Exponea, go to Data & Assets > Tag Manager
b. Create a new Custom HTML tag
c. Copy and paste the Facebook Pixel code from your Facebook Ads account. The Pixel ID needs to be replaced in two places (in the <script> part and in the part)

<!-- Facebook Pixel Code -->
  s.parentNode.insertBefore(t,s)}(window, document,'script',
  fbq('init', 'your-pixel-id-goes-here');
  fbq('track', 'PageView');
  <img height="1" width="1" style="display:none"    src="https://www.facebook.com/tr?id=your-pixel-id-goes-here&ev=PageView&noscript=1"/>
<!-- End Facebook Pixel Code -->

Step 2: Track an event for a custom segment via Tag Manager

a. Add the following snippet as a separate tag

{% set score_segment = segmentations['YOUR-SEGMENTATION-ID-HERE'] | string  %}
  fbq('trackCustom', 'addToSegment', {
    segment_name: '{{ score_segment | string }}'

b. Make sure that the custom tag you set up has lower priority than the Main Facebook Pixel

c. Check your new event on your Facebook Ads account


Facebook Ads tool uses different attribution model from Exponea's, and thus your Facebook advertising data may not match up with Exponea data.

Updated 8 months ago

Facebook / Instagram Ads

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