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Announcement: Audience Labels for Your Facebook Distributions (6/30/26)

We're excited to announce a new optional feature for LiveRamp's first-party Facebook/Meta Activation integration: Audience Labels. You can now assign a descriptive label to each of your first-party Facebook destination accounts in LiveRamp Connect, and that label will automatically be passed along to Meta as part of your segment metadata for all of the segments you distribute through that destination account.

Meta's Audience Label feature allows advertisers to attach meaningful, descriptive context to their custom audiences, such as "recent purchasers," "churned customers," or "high value customers". Meta uses this metadata to power smarter campaign optimization, improving targeting, exclusion logic, and ad delivery without requiring any changes to how you push segments from LiveRamp. For more information on the label options and their use cases, see Meta’s article.

Key details:

  • This is an optional feature and is not required to continue using your Meta integration.

  • The label is set at the destination account level and applies to all segments distributed through that account.

  • Only one label can be applied per destination account. To use different labels for different segment groups, use separate destination accounts. 

  • No changes to your segment distribution workflow are required.

  • Audience Labels are not available for Data Marketplace distributions to Facebook.

Audience Labels can be added to existing Facebook destination accounts (see the instructions below) or when creating a new Facebook destination account. When creating a new Facebook destination account, you will now see an Audience Label field with a dropdown list to let you select your desired Audience Label for the segments that distribute through that destination account.

Add an Audience Label to a Destination Account

To add an Audience Label to an existing first-party Facebook destination account in Connect:

  1. Navigate to the settings for an existing first-party Facebook destination account.

  2. From the "Audience Label" field, select the Audience Label you want to associate with the segments distributed through that account:

    • HIGH_VALUE_CUSTOMERS

    • LOW_VALUE_CUSTOMERS

    • RECENT_PURCHASERS

    • AT_RISK

    • DISENGAGED

    • CUSTOMER_LEADS

    • QUALIFIED_LEADS

    • DISQUALIFIED_LEADS

    • APP_INSTALLERS

    • APP_USERS

    • TRIAL_USERS

    • CART_ABANDONERS

    • ENGAGED_USERS

    • RESTRICTED_USERS

    • PERSONAS

    • UNWANTED_CUSTOMERS

  3. Click Save.

Note

For detailed instructions on editing a destination account, see "Edit or View Destination Account Settings".

All new segments distributed through that destination account will now automatically include the configured label in the segment metadata sent to Meta.

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