To create a Facebook Audience campaign:

1. Go to the MoEngage Dashboard.
2. From the left navigation, use one of the following options:
   • On the Engage menu, click Campaigns. The All Campaigns page appears. In the upper-right corner, click + Create Campaign. The Create Campaign page appears.
     
   • Click Create New, and then click Campaign. The Campaign page appears.
     
3. In the Audience section, click Facebook. The Facebook Audience creation page appears.

Create a Facebook Audience Campaign

Use the following steps to create a Facebook Audience campaign:

1. Target users: Define the target audience for the campaign.
2. Audience detail: Define the audience to add or remove from the Facebook Account.
3. Schedule and goals: Define the campaign's delivery schedule and goals.

Step 1: Target Users

This section includes:

Campaign Details

The Campaign Details section contains the following fields:

Teams: If your organization uses teams, select a team from the drop-down list. For more information, see Teams in MoEngage. Campaign name: Enter a name for the campaign to help manage and identify it. The campaign name must contain at least five characters, with a maximum of 256 characters. Campaign tags: Select campaign tags from the drop-down list. You can select a maximum of five tags. For more information, see Campaign Tags.

User Qualification Criteria

This section helps define the users you want to add to or remove from the custom Facebook Audience. You can define two types of user segments here:

All users in segment Based on trigger event

This option selects all users who meet the filter criteria. Select the All Users in Segment option to create a custom segment of all users who satisfy the filter criteria defined in the Target Users section. You can create one-time or periodic campaigns by using this option.

Use this option to synchronize users to Facebook based on specific user properties. Go to the Target Users section, and select either All Users or create a segment based on specific rules.

Example: You can create a segment of users who have not received a Push notification on Android and iOS. MoEngage sends all users in this segment to Facebook to add or remove them from a specific custom audience (as described in Step 2).

Event-triggered campaigns enable you to synchronize audiences based on different user action events. For example, you can remind users about an item they added to their cart but have not purchased. For more information about creating such campaigns, see Create an Event-Triggered Campaign.

Select the Based on Trigger Event option to create a custom segment of all users who meet the filter criteria defined in the Target Users section.

After you configure the trigger conditions, create your segment filter in the All Users in Segment section as described previously.

Target Users

This section provides segmentation filters to select your campaign's target users. The following options are available:

All Users Filter by User Property Filter by User Behavior Filter by User Affinity Filter by Custom Segment

This option sends the campaign to all app users. You cannot add multiple filters when you use this option.

This option targets users based on user properties such as first seen, last seen, city, and so on. Click the User Property tab, and do the following:

1. Select the desired attribute from the drop-down list. This enables filters based on the selected attributes. For example, number attributes can have filter conditions such as 'is equal to', 'is not equal to', 'is between', and so on, while string attributes have different filters.
2. Enter the filter value(s) to create the user segment.
3. Click + Nested Filter to add a filter for nested AND or OR conditions. (This step is optional).

For more information, see Create Segments.

This option targets users based on user behavior or events, such as app/site opened, viewed product, and so on. Click User Behavior, and do the following:

1. Select the execution condition and the desired user activity (event).
2. Enter the event frequency and time duration for the event execution.
3. Click + Attributes and add an event attribute with a filter condition.
4. Enter the filter value(s) to create a rule.
5. Use the + Aggregation button to add aggregation functionality. For more information, see Aggregation Operations.
6. Click + Nested Filter to add a filter for nested AND or OR conditions. (This step is optional).

For more information, see Create Segments.

This option targets groups of users based on a user performing an action with a specific attribute value. For more information, see User Affinity. Click User Affinity, and do the following:

1. Select the desired user event or attribute.
2. Select the user affinity parameter from the following:
   • Predominantly: Select the affinity attribute with a filter condition, and then provide the affinity values.
   • For a minimum of: Select the affinity attribute with a filter condition, and then provide the affinity values.
   • Most no. of times: Enter a value or use the arrows to define the top percentage of users.
   • Least no. of times: Enter a value or use the arrows to define the bottom percentage of users.
3. Enter a value or use the arrows to define the time duration for the event execution.
4. Click + Attribute to add more attributes to the filter.
5. Click + Nested Filter to add a filter for nested AND or OR conditions. (This step is optional).

This option selects a custom segment as the target audience.

1. Select a custom segment as the target audience from the list of available custom segments.
2. Click + Nested Filter to add a filter for nested AND or OR conditions. (This step is optional).

For more information, see Custom Segments.

After selecting the filter criteria, you can also perform the following actions:

• Create Multiple Filters: You can combine multiple user property rules, user activity rules, and custom segment rules to create complex user segments.
  1. Click + Filter.
  2. Click AND or OR.
  3. Select the attribute or event, and then define the filter conditions.
• Exclude Users: Select this check box to define the filter criteria for users to exclude from the campaign.
• Reset Filters: Click this option to reset the segmentation filters.
• Show Count: Click this button to display the total number of users currently in the configured segment.

Control Group

This section provides information about control groups for the campaign. To exclude users from control groups, do the following:

In the Enable Control Group section, turn on the Global Control Group toggle to exclude users from the campaign's target segment. For more information, see Control Group.

Click Next, or use the tabs at the top of the campaign creation wizard to go to Step 2.

Step 2: Audience Detail

Ad Account ID

Select the Ad Account ID that contains a custom audience. Ensure you select the correct ID from the drop-down list.

The default Ad Account ID, configured in the Facebook Audience settings page, is automatically selected. You can change this selection at any time.

Add or Delete Facebook Audience

Select the operation (add or delete users) you want to perform through this campaign.

Match Identifiers

You can select one or more of the following identifiers for Facebook to match users:

• Device identifier [Google Advertising ID (Android), Advertising Identifier (iOS)]
• Email ID
• Mobile Number

By default, all three options are selected. However, you can select one or two of these identifiers. The default values for Email and Mobile Number are automatically populated with the attribute values saved in the Email Settings page and SMS Settings page, respectively.

If you select all three identifiers, MoEngage makes three separate calls to Facebook for each user—one for each identifier. This approach maximizes the match rate with Facebook.

To understand this better, consider a scenario where a campaign targets three users:

• User U1: Only advertising identifier exists in the system
• User U2: Advertising identifier and email ID exist in the system
• User U3: All three identifiers exist in the system

Case 1: Single Identifier Selected

If you select only one identifier (for example, Mobile Number) for matching users to Facebook, only User U3 is sent for the add or delete operation. This occurs because User U1 and User U2 do not have a mobile number.

Case 2: Two Identifiers Selected

If you select two identifiers (for example, Mobile Number and Email ID) for matching users to Facebook, Users U2 and U3 are sent for the add or delete operation. This occurs because User U1 does not have both a mobile number and an email ID.

Case 3: All Three Identifiers Selected

If you select all three identifiers, MoEngage sends all three users (U1, U2, and U3) for the add or delete operation. This occurs because at least one identifier exists for all users.

• An additional benefit of Case 3 is that for User U3, MoEngage makes three calls to Facebook, one for each identifier. This means that if one or two identifiers fail to match at the Facebook level, the user is still added as long as at least one identifier matches successfully.
• This approach contrasts with Facebook's multi-key matching, where a user is added to Facebook only if all identifiers or keys passed in the multi-key array match, which results in a lower match rate.

Click Next, or use the tabs at the top of the campaign creation wizard to go to Step 3, "Schedule and Goals."

Step 3: Schedule and Goals

This section includes:

• Delivery Schedule: Choose when the campaign should be delivered to your users and the periodicity of delivery.
• Conversion Goals: Choose the conversion goals and revenue metrics to track for the campaign.

Delivery Schedule

Conversion Goals

Conversion goals are optional. To add a conversion goal, click + New Goal.

You can add conversion goals to track the business metrics for your campaigns. You can track a maximum of five conversion goals. You can select any app event as a conversion goal activity and set multiple conversion goals. The first goal is treated as the primary goal.

For example, to track the number of customers who purchased an iPhone after your campaign was sent (Event: Purchase event, Product: iPhone), your conversion goal setup might resemble the following image:

Multiple conversion goals enable you to track more than one business metric or visualize a funnel for user actions. For example, you can use multiple conversion goals to check the following:

• How many users viewed the product page?
• How many of them added that product to the cart?
• How many of them made a successful order?

arrow_drop_down Tracking Revenue Performance (Optional)

With MoEngage, you can track the revenue generated by your campaigns. For example, you can track revenue generated by your product after sending a communication. To track revenue performance, turn on the Revenue Performance toggle for the desired conversion goal. In this example, to track revenue for the orderSuccessful event, you must turn on the Revenue Performance toggle.

After selecting the goal, select the numeric attribute that captures the total monetary value of the order. For example, cartValue contains the total order value. You can select the currency in which your monetary value is reported.

Set Attribution Window: You can set an attribution window, which defines the time period (since a user received or clicked the campaign) for attributing conversion goals to a specific campaign. By default, it is 36 hours, with a maximum of 10 days. For example, the attribution window is set to 5 hours.

Your campaign is ready. Click Publish, and then confirm in the dialog box to create your campaign.