Facebook Destination Account Integration Options

There are several options available when deciding which Facebook destination account to activate, depending on the type of data you’re distributing and your uses:

  • Distributing first-party data

  • Distributing Data Marketplace data

  • Removing opt-out users from first-party data distributions

Once you’ve selected the appropriate integration, follow the instructions in “Activate a New Destination Account”.

Tip

To get a brief description of a particular integration, click the help icon in the lower right of the tile in Connect:

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Note

When creating a new Facebook destination account, you will be prompted to enter your Facebook Ad Account ID (this is different from your Facebook Business Manager ID).

You can find your ad account ID by going to the Facebook UI and navigating to Business Settings > Accounts > Ad Accounts, selecting the ad account to which you would like to distribute segments, and then copying the ID that appears next to the ad account.

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When distributing first-party data to Facebook, two integration options are available: Managed Integration or Direct Integration.

Caution

Our first-party Facebook integrations are add-only (i.e., they do not support full refreshes). As a result, even if you are importing your files as full refreshes, this will not trigger an overwrite for the corresponding segments in Facebook - it will only add to them. Instead, you may create new segments in Facebook on a regular cadence to achieve the same effect as a “full refresh”.

Managed Integration

Uses: Targeting only.

This is the recommended integration when you only need to perform targeting. In this type of integration, your first-party data distributions are delivered into LiveRamp’s Facebook ad account, and then shared by LiveRamp to your Facebook ad account.

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Managed Integration Tile Example

Direct Integration

Uses: Targeting, audience sharing, and Facebook Lookalike Audiences.

This integration is required if you want to perform audience sharing and/or utilize Facebook Lookalike Audiences. In this type of integration, your first-party distributions are delivered directly to your Facebook account. This integration type requires that you go through the steps (listed below) to add LiveRamp as a partner in Facebook with permission to manage campaigns.

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Direct Integration Tile Example

See the sections below for more information on each integration type.

Caution

The Direct Integration is only available for US first-party data. For non-US first-party data, you must use the Managed Integration.

Note

Which Facebook properties can be accessed? Both the Managed Integration and the Direct Integration allow you to distribute data to Facebook's ad system, which you can use to run ads on any Facebook properties (Facebook, Instagram, Audience Manager, etc.).

See “Distribute First-Party Data to Facebook” for complete instructions.

LiveRamp’s Managed Integration delivers data tied to CIDs (custom IDs) first into LiveRamp’s Facebook ad account and then shares the audiences out to the customer’s Facebook ad account. See Facebook’s help page “About Shared Audiences” for more information.

Workflow steps:

  1. On a quarterly basis, LiveRamp sends Facebook a mapping file of pre-approved-for-marketing hashed PII tied to our Facebook CIDs (also referred to as “ExternIDs” by Facebook). Facebook then generates a mapping in their backend of ExternID to Facebook ID, which allows us to send only ExternIDs when delivering data.

  2. When first-party customer data is uploaded, LiveRamp matches that data to RampIDs, finds all possible Facebook CIDs that are tied to the same RampID, and delivers those matched CIDs via an API to LiveRamp’s Business Manager within Facebook.

  3. Facebook then uses the mapping file it generated in its backend to look up the CIDs (ExternIDs) it received and matches them to their Facebook IDs.

  4. LiveRamp then shares the Custom Audience from a LiveRamp-owned ad account to the customer’s ad account.

The data delivered may only be used for targeting and is not eligible for Lookalike Audiences or further audience sharing. See Facebook’s help page “About Lookalike Audience” for more information.

LiveRamp’s Direct Integration delivers data directly into the customer’s Business Manager account (as opposed to the Managed Integration, which utilizes Facebook’s shared feature).

Workflow steps:

  1. When first-party customer data is uploaded, LiveRamp matches that data to RampIDs, finds all possible custom IDs (CIDs) that are tied to the same RampID, and delivers any pre-approved-for-marketing encrypted hashed PII within our Identity Graph to Facebook.

  2. Facebook looks for a match between the encrypted hashed PII and Facebook IDs, and then adds those Facebook IDs to the selected Ad Account in the customer’s Business Manager account.

LiveRamp only delivers the encrypted hashed PII that is already contained in our Identity Graph and does not deliver your PII.

The data delivered may be used for targeting, Lookalike Audiences, and audience sharing.

When distributing Data Marketplace data to Facebook, only one integration option is available:

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Data Marketplace Tile Example

See “Distribute Data Marketplace Data to Facebook” for complete instructions.

LiveRamp has two Facebook Opt Out destination account integration types to enable you to remove opt-out users from your Facebook first-party data campaigns by distributing segments containing opt-out users to that destination account:

  • To opt out users that are being distributed through a Facebook Direct Onboarding destination account, use the Facebook (US) Direct Opt Outs destination account integration:

    FB Direct Opt Out Tile.jpg

    Direct Opt Outs Tile Example

  • To opt out users that are being distributed through a Facebook Managed Onboarding destination account, use the Facebook Managed Opt Outs destination account integration:

    FB Managed Opt Out Tile.jpg

    Managed Opt Outs Tile Example

See “Distribute First-Party Data to Facebook” for complete instructions.