Create Facebook Audience Campaign

Facebook Audience provides out-of-the-box integration between MoEngage and Facebook to allow marketers to retarget users on Facebook based on behavior captured on MoEngage. Using this, marketers can sync users from MoEngage to Facebook's custom audience and create ads for this custom audience on Facebook.

The entire setup requires you to have access to the following elements in your FB business account:

  • Ad account - using which Ads are created, run, and analyzed. Represented via Ad Account Id
  • User - whose access token is used by App to manage ads on their behalf. Ensure that this user has an admin/advertiser role in the Ad account and a developer or Admin Role in the FB App.
  • FB App - to allow others to access ad account via APIs on behalf of the user using his/her access token


The scope of a Facebook Audience campaign is to let you add/delete users in Facebook's custom audience so that you can send FB Ads to these users. It doesn't create/publish Facebook Ads on your behalf. The support for Facebook Audience is also available in Flows

Use Cases

1. Add users to Facebook Custom Audience who have not received a Push or Email.

2. Add users to Facebook Custom Audience who have added products to the cart but have not purchased and have been sent a Push.

3. Delete users from Facebook Custom Audience who purchased a product in the last 3 days.

Facebook Audience Campaign

You can create two kinds of Facebook Audience campaigns:

1. One-time or Periodic Campaign - Targeted to a particular user segment, it can be sent at a scheduled time once or on a periodic basis. To create a one-time or periodic FB Audience campaign, select Card qualification criteria as All users in segment.

2. Event Triggered Campaign - Triggered on user actions. For example, when a user with a particular attribute clicks on a product, a triggered campaign will be created. To create a Triggered FB Audience campaign, select the qualification criteria Based on a trigger event.

It is required to configure the FaceBook Settings on the MoEngage dashboard before creating the campaigns.

Navigate to the MoEngage dashboard and select Engage > Campaigns and select Facebook Audience from Create Campaign dropdown.


You will be redirected to Create Campaign page.


Step 1: Target

Campaign Details

Team Name

If your organization has teams enabled, select the Team in the dropdown. For more information, refer to Teams in MoEngage.

Campaign Name

Select a campaign name that helps you identify the campaign while managing the campaigns later. Campaign names must have a minimum of 5 characters and a maximum of 256 characters.

Campaign Tags

Select campaign tags from the drop-down list.  You can select up to 5 tags at maximum. For more information, refer to Campaign Tags.

User Qualification Criteria

Based on how you want to target your users, select one of the two qualification options:

1. All users in segment (One-time or Periodic campaign):

Use this option if you want to sync users to Facebook depending on certain user properties. Go to Select Audience and choose either All users or create a segment based on certain rules. 

Example: You can create a segment of users who have not received a Push notification on Android and iOS. All the users who are part of this segment will be sent to Facebook to be added or deleted from a certain custom audience (coming up in step 2). 


All Users

This filter option allows you to send the campaign to all the users of the app. When you use this option, you cannot add multiple filters.

Use User Properties

Allows you to target the users based on user properties such as first seen, last seen, city, and so on.

Select the User property tab and do the following:

  1. Select the desired attribute in the dropdown. This will enable the filters based on the attributes chosen. For example, attributes that are numbers can have filter conditions such as 'is equal to', 'is not equal to', 'is between', and so on, while String attributes will have different filters.
  2. Provide the filter value(s) to create the desired user segment.

For more information, refer to Create Segments.

Use User Behavior

Allows you to target the users based on the behavior of the user or event, such as app/site opened, viewed product, and so on.

Select the User Behavior and do the following:

  1. Select the execution condition and the desired user activity (event)
  2. Provide event frequency and time duration for the event execution
  3. Add Event attribute with a filter condition
  4. Provide the filter value/s to create a rule.

For more information, refer to Create Segments.

Use User Affinity

Affinity Segments are groups of users created based on the user performing an action with a specific attribute value.

For more information, refer to User Affinity.

Select User Affinity and do the following:

  1. Select the desired user event or attribute.
  2. Select the user affinity parameter from
    • Predominantly Select affinity attribute with a filter condition and provide the affinity values
    • Minimum of Select affinity attribute with a filter condition and provide the affinity values
    • Most no. of times Type or use the arrows to provide the top or bottom percentage of users
    • Least no. of times Type or use the arrows to provide the top or bottom percentage of users
  3. Type or use the arrows to provide time duration for the event execution.
  4. Click the Attribute button to add more attributes to the filter.

Use Custom Segment

Select the Custom Segment section then select the desired custom segment to create a rule.

For more information, refer to Custom Segments.

2. Based on a trigger event (Event triggered Campaign):

Choose this option if you want to target only those users who perform a certain set of events or actions. You can define these events under the If/Else conditions as explained below. 

Select the user/derived event in the "IF" condition and enter the event attributes, if required. You can enter more than one event attribute as well. Next, you can enter multiple secondary conditions in the "AND" filter, and a time delay in which secondary conditions are checked after the "IF" trigger is hit. For e.g. 

IF the user performs Added to Cart

AND has not executed Purchase (you can enter multiple executed/has not executed events here)

THEN Trigger the campaign with a delay of 1 hour after the "IF" action (Added to Cart here)


After you have set up the trigger conditions, create your segment filter under the All users in segment step as explained above.

Next, select whether you want to include or exclude the users part of the Global control group. For more information, click here

Step 2: Audience

Ad Account ID

Select Ad Account ID. An Ad Account ID contains a custom audience. And, custom audience contains users. So make sure you choose the correct Ad Account ID from the dropdown menu. 

You will notice the default Ad account ID auto-selected here. You configured the default Ad Account ID in the Facebook Audience settings page. You can go ahead and change the default selection at any time. 

Add/delete users option

Next, select the operation (add users or delete users) that you wish to perform via this campaign. 

Select Custom Audience

Here you can either select an existing custom audience or create a new one. 


Use existing custom audience

We will fetch and show the list of custom audiences that exist corresponding to the selected Ad Account ID. You can see the name and description of each custom audience and select the one you wish to use. In case you are not able to find the custom audience you are looking for, make sure you have chosen the correct Ad Account ID. 

Create a new custom audience

You can also create a new custom audience on the fly and then use this custom audience to add users to Facebook. The steps to create a new audience are as follows:

1. To create a new audience, select mceclip1.png button. 

2. Add audience name & description


3. Additionally, you can also add a few more parameters as key-value pairs for this new custom audience. Make sure that the fields you add are supported via Facebook. For the list of supported fields, visit the FB custom audience creation page.

4. Once you have added all the fields, click Create. You will immediately see a success message indicating the custom audience ID.


5. Click Done. You will be redirected to the main screen where you will observe the newly created audience auto-selected in the custom audience dropdown. The users will now be added to this new custom audience.



  • A custom audience can be created from multiple sources. For an existing custom audience that was created in the Facebook dashboard itself, sometimes Facebook doesn't allow access to that custom audience externally. If you happen to select such a custom audience, the user Add/Delete calls will fail in this case.
  • It's advised that you do a test campaign to make sure you are able to access the selected custom audience programmatically (meaning, via MoEngage). If you get an error, please choose another custom audience or create a new one.
  • Facebook doesn't allow the deletion of users from a custom audience if the audience size is too low. FB hasn't provided a count for this. So again, it would be advised to do a test campaign and make sure the delete operation is allowed for the selected custom audience.
  • As per Facebook:  You can add an unlimited number of records to an audience, but only up to 10000 at a time. Changes to your Custom Audiences don't happen immediately and usually take up to 24 hours.

Matching Identifiers

You can select one or all of the below-mentioned identifiers basis which Facebook will match the user. 

  1. Device Identifiers (Google advertising identifier, iOS advertising identifier)
  2. Email ID
  3. Mobile number

By default, all the three options will be selected. However, you can decide to use any one or any two of these identifiers. For Email & SMS, the default values are auto-populated with the attribute values saved in the Email settings page & SMS settings page respectively.  

If you decide to use all three identifiers, then we would make three separate calls to Facebook for every user - one for each identifier. This is to maximize the match rate with Facebook. 

To understand this better, let's consider this scenario where a campaign is targeting 3 different users:

  1. User U1: only advertising identifier exists in the system
  2. User U2: advertising identifier & email ID exist in the system
  3. User U3: all 3 identifiers exist in the system
  • Case 1: If you select only one identifier, let's say  mobile number for matching users to FB, then only U3 will be sent to FB for add/delete operation. Because for U1 & U2 mobile number doesn't exist.
  • Case 2: If you select 2 identifiers, let's say mobile number & Email ID for matching users to FB, then U2 & U3 will be sent to FB for add/delete operation. Because, for U1 both mobile number & email ID doesn't exist.
  • Case 3: If you select all 3 identifiers, then all 3 users - U1, U2 & U3 will be sent to FB for add/delete operation. Because, one or more identifiers exist for all users. 
    • Another added advantage for Case 3 is that for user 3 we will make 3 calls to FB for each of the 3 identifiers. So, at FB level if one or two identifiers fail to match, still the user will be added to FB as long as atleast one identifier match is successful.
    • This approach is the opposite of FB's multi-key matching where a user will be added to FB only if all the identifiers or keys passed in the multi-key array match with FB - providing lower match rate. 

Test Campaign

As mentioned above, its advisable to do a Test campaign once you have configured all the fields in this step.  A successful test campaign will lead to actual addition or deletion (whatever you selected in the step above) of the user in Facebook Audience.

Step 3: Schedule and Goals

In this step, set the scheduling criteria for your campaign.

Conversion goals are optional. So, if you want to add a conversion goal, use mceclip0.pngto add a conversion goal.



For FB audience campaign, we will track conversions for a user once we are able to successfully send a user's details to FB for matching. Since FB doesn't give any status about whether a user was synced successfully (added/deleted) or not, we assume a success response from FB as a proxy for successfully synced.

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