Understanding Facebook setup for Custom Audience integration

Before creating Facebook Audience campaigns, please ensure the setup is ready. All the prerequisites are explained in this article.

To sync audience or users to Facebook using a third-party tool, you will be using Meta's Marketing API. You will need access to the Meta App and Ad account to use the Marketing API. You can use either an existing App and Ad account or create a new one.

The following sections explain creating or using an existing App and Ad Account. Before you proceed, please take note of the important permissions required for FB Apps and how to get them.

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Note

For more details on Facebook App types, refer to the Meta documentation.
The MoEngage<>FB Audience integration requires STANDARD access for Ads management and Ads read permissions. Based on your app type, here's what you need:
- If you create a Meta app with the type Business, you don't need ads_management and ads_read permissions as the business apps have STANDARD access for these permissions by default. Also, a business app doesn't have a development or live mode anymore.
- But, if you are using an old Business app that still has a Live mode, then in Live mode, you would need to undergo an App review process to get ads_management and ads_read permissions. To circumvent this, create a new Business app, and you can bypass the App Review process if your app is currently in dev mode and you want to switch from dev to live mode.
- If you create an app with type Gaming/Consumer or with type None, then you would need to undergo the App review process to get ads_management and ads_read permissions once your app is in live mode.
Ads management and ads read permissions are required to use Meta Marketing APIs. Without these permissions, MoEngage cannot sync with Facebook for adding/deleting users in FB Audience.

Setting up the App

Navigate to the Meta business settings page.
Click Accounts on the left menu and click Apps.
Click the Add dropdown on the Apps pane on the right side.
Click Create a new App ID.
Add the use case for the App being created and click Next.
Select an app type (describes the purpose of the app) and click Next.

Add the following details in the Create an App screen.

Field	Description
Add an app name	This is the app name that will show on your My Apps page and associated with your app ID. You can change the name later in Settings.
App contact email	This is the email address Meta will use to contact you about your app. Add an address that you check regularly, as Meta may contact you about policies, app restrictions, or recovery if your app is deleted or compromised.
Business Account (Optional)	Connecting a Business Account to your app is only required for certain products and permissions. You'll be asked to connect a Business Account when you request access to those products and permissions.

After filling the details, click Create app.
Once the app gets created, the App dashboard will open, and you can add products to your app, as illustrated in the following image.
Search for the Marketing API (illustrated in the image above) and click Set up. Your app will be created in dev mode and is ready for testing.

Go to https://developers.facebook.com/apps and select the app you want to use in the App dropdown at the top left corner of the App Dashboard.
Add Marketing API to this app, if not already added.
If you are using an existing app, make sure your app has Ads management and Ads read STANDARD access. To check this, go to App Review > Permissions and Features and search for ads_read & ads_management. You should have Standard Access to both of these. Adding or deleting users from FB using custom audiences does not require Advanced access.
Copy the App ID present on the top.
Navigate to the Meta business settings page.
Click Accounts -> Apps. You can find the name of the app you want to configure in the Apps list on the left. You can also add the app if it is not found on the list by clicking on the Add dropdown and selecting Connect an app ID option.
To connect an App ID to your Meta Business Account, click on Connect an app ID and enter the App ID copied in Step 4.
Click Add App. The app should get listed in the Apps menu once successfully added.
Ensure you have admin access to the app you want to use. Click on the People tab and click your ID or Name in the list of people who have access to the app. Ensure that the Manage app toggle is on.

Setting up the Ad Account

Navigate to the Meta business settings page. Click Accounts -> Ad accounts.
In the Ad accounts screen on the right, click on the Add dropdown and select Create a new ad account.
Add a name for the account, the time zone, and the currency. Click Next.
Select My business in the Who will this ad account be used for screen. Click Create.
In the next screen, you will be asked to add people and set permissions. Select your account and enable the Manage account toggle. Click Assign.
Add the payment information. Once all such necessary details are added, you will be able to see your Ads account in the Ads menu.

Navigate to the Meta business settings page. Click Accounts -> Ad accounts.
In the Ad accounts listed on the right side of the screen, click the Ad account you want to use. The details of the account are available on the Ad Account Dashboard.
Click on your user name in the People tab. To ensure that you have admin access to the Ad account, turn on the Manage ad accounts toggle.
If you do not see the Ad Account name listed in the menu, click on the All tools menu and select Ad Account settings.
Copy the Ad account ID from the Ad account settings page that opens.
Go back to the Meta Business Settings page. Click Accounts -> Ad accounts. Click the Add dropdown and select Add an ad account.
Paste the copied Ad account ID and click Add an Ad account. Once the account is added, you will be able to see the Ad account name listed in the menu. Make sure you have admin access to the Ad account with which you want to associate your custom audience, as explained in Step 1.