Create a Facebook Audience Campaign

To create a Facebook Audience campaign:

Navigate to the MoEngage Dashboard.
From the left navigation, use one of the following options:
- Click Engage > Campaigns. The All campaigns page is displayed. At the top right corner, click + Create campaign. The Create campaign page is displayed.
- Click Create New > Campaign. The Campaign page is displayed.
Under Audience, click Facebook. The Facebook Audience creation page is displayed.

Steps to Create a Facebook Audience Campaign

The following are the steps to create a Facebook Audience campaign:

Target users: Define the target audience for the campaign.
Audience detail: Define the audience to be added or deleted from the Facebook Account.
Schedule and goals: Define the campaign's delivery schedule and goals.

Step 1: Target Users

This section contains the following:

Campaign Details

The campaign details section contains the following fields:

- Teams: If your organization has teams enabled, select a team in the dropdown. For more information, refer to Teams in MoEngage.
- Campaign name: Enter the name of the campaign to manage and identify the campaign. The campaign name must have at least five characters, and the limit is 256.
- Campaign tags: Select campaign tags from the drop-down list. You can select a maximum of five tags. For more information, refer to Campaign Tags.

User Qualification Criteria

This section helps you define the users that you want to be added or deleted from the custom Google Ads Audience. There are two types of user segments that can be defined here:

This option helps you select all users who satisfy the filter criteria. Select the All Users in segment option to create a custom segment of all the users who satisfy the filter criteria chosen in the Target users section. Using this option, you can create one-time or periodic campaigns.

Use this option if you want to sync users to Facebook depending on certain user properties. Go to the Target users section 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 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).

This option helps you select users who perform a specific event and satisfy the chosen filter criteria. Select the Based on trigger event option to create a custom segment of all the users who satisfy the filter criteria chosen in the Target users section.

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.

Under Select Trigger Condition, define the event criteria that (when satisfied) will trigger the campaign.

In the IF section,
1. In the Select an event drop-down list, select a user action that needs to be performed to trigger the campaign. This is the primary filter condition.
2. Click + Attribute to add attributes to the filter. (This is optional)
3. Click + ADD FILTER to add another filter with the primary filter. (This is optional)
In the THEN trigger the campaign section,
1. Select Immediately to send the campaign within the next 30 to 60 seconds.
  You can send the campaign with only the If condition.
2. Select With Delay and provide the following details to define the timeframe and the event criteria to be fulfilled to send the campaign:
  1. Enter the number and select the minutes, hours, or days.
  2. Select Before or After the time.
  3. Select the action to be performed by the user in the drop-down list for the if condition. The user must perform the actions added within the time specified in the delay criteria after performing the first action.

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

Target Users

This section contains segmentation filters that help you choose the target users for your campaign. The following options are available:

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

This filter option allows you to target the users based on user properties such as first seen, last seen, city, and so on. Click the User property tab and do the following:

Select the desired attribute in the drop-down list. This enables the filters based on the attributes selected. 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 have different filters.
Enter the filter value(s) to create the desired user segment.
Click + Nested Filter to add a filter to create nested AND or OR conditions. (This is optional)

For more information, refer to Create Segments.

This filter option 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. Click User Behavior and do the following:

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

For more information, refer to Create Segments.

This filter option allows you to target groups of users created based on the user performing an action with a specific attribute value. For more information, refer to User Affinity. Click User Affinity and do the following:

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

For more information, refer to Create Segments.

This filter option allows you to select a custom segment as the target audience.

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

For more information, refer to Custom Segments.

After selecting the filter criteria, you can do the following as well:

Create Multiple Filters: You can create and combine multiple user property rules, user activity rules, and custom segment rules to create a complex user segment using this option.
1. Click + Filter.
2. Click AND or OR.
3. Select the attribute or event and define the filter conditions.
Exclude Users: Select this checkbox to define the filter criteria for users to be excluded 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 who are currently in the configured segment.

Control Group

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

In the Enable control group section, enable the Global control group toggle to exclude the users from the campaign's target segment. For more information, refer to Control Group.

Click Next or use the tabs on the top of the create campaign navigation to move to Step 2.

Step 2: Audience Detail

Ad account ID

Select Ad Account ID that 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 or delete FB Audience

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

With this option, you can add users from MoEngage to the existing audience or create a new list by specifying match criteria.

Select/create 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 and then use this custom audience to add users to Facebook.

To create a new audience:

On the Select/create custom audience drop-down list, click + Add audience.

The Create new audience pop-up window is displayed.
In the Audience name field, enter a name.
In the Audience description field, enter a description.
Click + Add Key Value pairs to 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.
Click Create. You will immediately see a success message indicating the custom audience ID.
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.

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Note

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.
To create or edit a Custom Audience made, your ad account needs to associated with a business(should be mapped to a Business ID).

This option lets you delete users from the audience by specifying match criteria.

Remove users from

This option lets you remove users from the audience.

Match Identifiers

You can select one or all of the following identifiers based on which Facebook will match the user.

Device identifier [Google Advertising ID (Android), Advertising Identifier (iOS)]
Email id
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 and SMS, the default values are auto-populated with the attribute values saved in the Email settings page and 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 three different 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

If you select only one identifier, let us say mobile number for matching users to FB, then only U3 will be sent to FB for add/delete operation. Because for U1 and U2 mobile number do not exist.

Case 2

If you select 2 identifiers, let us say mobile number and Email ID for matching users to FB, then U2 and U3 will be sent to FB for add/delete operation. Because, for U1 both mobile number and email ID do not exist.

Case 3

If you select all three identifiers, then all three users (U1, U2, and 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 at least one identifier match is successful.
This approach is the opposite of the multi-key matching of FB 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.

arrow_drop_down Test Campaign (optional)

Test campaigns enable previewing the campaign on a test device to ensure that your notification is conveyed in the manner that you desire. A successful test campaign will lead to actual addition or deletion (whatever you selected in the step above) of the user in Facebook Audience.

You can test the campaign you created by selecting any of the following options and providing the value for the attribute chosen for your test user:

Unique ID
Email ID
Mobile Number (Registered With MoEngage)
Google Advertising Identifier
iOS Identifier For Advertising
Device Push Token
Custom Segment

Click Next or use the tabs at the top of the create campaign navigation to move to Step 3 "Schedule and goals".

Step 3: Schedule and Goals

This section contains the following:

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 be tracked for the campaign.

Delivery Schedule

arrow_drop_down One Time

Choose this option to send the campaign immediately to the target users.

Choose this option to send the campaign at the specified time, time zone, or predicted time.

This section helps you send the campaign on a specific date and time, and it contains the following fields:

Campaign time zone: the timezone in which the campaign should be sent.
Start date: the date on which the campaign should be sent.
Send time: the time at which the campaign should be sent. Select am or pm depending on when the time of day at which the campaign should be sent.

arrow_drop_down Periodic

Choose this option to send the campaign periodically on a specified date and time. The following fields are available in this section:

Campaign time zone: the timezone in which the campaign should be sent.
Start date: the date on which the campaign should be sent.
Send time: the time at which the campaign should be sent. Select am or pm depending on when the time of day at which the campaign should be sent.
Periodic: the periodicity of the campaign. You can choose from the following options available:

Periodicity

Description

Daily

Repeat every: This option allows you to specify the number of days after which the campaign should be repeated.

Weekly

Repeat every: This option allows you to specify the number of weeks for which the campaign should be repeated.

Repeat on: This option allows you to specify the day(s) of the week on which the campaign should be sent (For example, if you wish to send the campaign every Monday, Wednesday, and Friday, select these days in this option).

Monthly

Repeat every: This option allows you to specify the number of months for which the campaign should be repeated.

Repeat on: This option allows you do the following:

Days of month: Choose this option for repeating campaigns that are date specific. Select the date(s) of the month the campaign should be sent (For example, to send the campaign on the 5th and the 25th of a month, select the 5th and 25th in the calendar widget.).
Note: If the selected date(s) do not exist in the month specified (as it is a shorter month), a campaign will be sent on the last date. (For example, if the 30th and 31st are selected and the month is February, one campaign would be sent on the 28th).
Days of week: Choose this option to specify the day(s) of the week on which the campaign should be sent (For example, if you wish to send the campaign every Monday, Wednesday, and Friday, select these days in this option).
Note: In case of a day of the week not existing in a month (for example, fifth Saturday), the campaign would be skipped for that instance. And in case of overlap (for example, 4th Monday and last Monday), only one instance would be sent.

Ends: the date on which the campaign should end. The following options are available:
- - On: the campaign ends on the end date specified in the End Date field.
  - After: the campaign ends after the number of occurrences specified in the occurrences field.

Conversion Goals

Conversion goals are optional. So, if you want to add a conversion goal, click + New goal to add a conversion 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 choose any app event as a conversion goal activity and set more than one conversion goal. The first goal will be treated as a primary goal.

For example, if you want to track the number of customers who have purchased an iPhone after your campaign was sent. (Event: Purchase event, Product: iPhone). Your conversion goal setup might be similar to the following image:

With multiple conversion goals, you can track more than one business metric or visualize a funnel for your user actions. For example, if you want to check the following, you can do so with multiple conversion goals.

How many users have 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 the revenue generated by your product after sending a communication. To track revenue performance, enable the Revenue performance toggle for the conversion goal for which you want to track the revenue.

In the example here, to track revenue for orderSuccessful events, you must enable the Revenue performance toggle.

After choosing the goal, you can select the numeric attribute that captures the order's total monetary value. In this example, cartValue contains the total order value. You can choose the currency in which your monetary value is being reported.

Set Attribution window: You can set an attribution window (a time period or window that is calculated since the user has received/clicked the campaign, for which you want to attribute the conversion goals to a specific campaign.) By default, it is set for 36 hours while the maximum attribution window can be set up to 10 days. In the example below, the attribution window is set to 5 hours.

Your campaign is now ready to be sent. Click Publish and confirm in the dialog box and your campaign is created.

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Note

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.