Create a Facebook Audience Campaign

To create a Facebook Audience campaign:

  1. Navigate to the MoEngage Dashboard.
  2. 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.
  3. 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:

  1. Target users: Define the target audience for the campaign.
  2. Audience detail: Define the audience to be added or deleted from the Facebook Account.
  3. 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:

All users in segment Based on trigger event

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).

Target Users

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

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

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


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.

Add users to FB audience Delete users from FB audience

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:

  1. On the Select/create custom audience drop-down list, click + Add audience.
    The Create new audience pop-up window is displayed.
  2. In the Audience name field, enter a name.
  3. In the Audience description field, enter a description.
  4. 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.
  5. Click Create. You will immediately see a success message indicating the custom audience ID.
  6. 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.
  • To create or edit a Custom Audience made, your ad account needs to associated with a business(should be mapped to a Business ID).

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
As soon as possible At specific date and time

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


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.

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).


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. RevenuePerformance.png
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. 2.png

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



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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