Meta ads integration

Measure Meta Ads traffic

Tracking parameters need to be manually configured on your ads. Please add the following url parameters to the "URL parameters" field for each of your ads:

utm_id={{campaign.id}}&utm_campaign={{campaign.name}}&sp_pl={{placement}}&sp_ai={{ad.id}}&sp_agi={{adset.id}}&sp_n=meta_ads

These instructions can also be found by clicking the integration on your workspace's settings page.

Measure Meta Ads ad spend

To measure your Meta Ads spend, please go your workspace's settings page and click the "connect" button on the Meta Ads integration. This will automatically take you to Meta Ads and ask you to connect your account. After connecting your account, Spectacle will import your Meta Ads spend data, starting from the first tracked click for this network.

Audience Syncs

Spectacle's Audience Syncs for Meta Ads enable powerful integration with Custom Audiences and Conversions API, allowing you to leverage your first-party data for better campaign performance.

Supported Sync Types

Custom Audiences (List Sync)

Create and maintain Custom Audiences that automatically stay synchronized with your Spectacle audiences.

Use cases:

• Retargeting campaigns - Re-engage high-value customers or specific segments
• Lookalike audiences - Let Meta find new customers similar to your best segments
• Exclusion audiences - Prevent showing ads to existing customers
• Custom bidding - Adjust bids for specific customer segments

Setup requirements:

• Meta Business Manager account with access to ad accounts
• Accept Meta's Custom Audience Terms of Service

Conversions API (CAPI Sync)

Send audience membership events as conversions using Meta's Conversions API to improve campaign optimization and attribution.

Benefits:

• Better attribution - Connect ad interactions to conversions even without cookies
• Improved bidding - Help Meta's algorithms optimize for your most valuable audiences
• Privacy-safe - All data is hashed before sending to Meta
• Higher match rates - Combine Facebook Click IDs (fbclid) with hashed contact data
• Server-side tracking - More reliable than pixel-only tracking

How it works:

1. When contacts enter your audience, Spectacle sends this as a conversion event
2. Meta matches the data to Facebook and Instagram users
3. Campaign algorithms use this data to find similar high-value users
4. You can assign conversion values to optimize for revenue

Data Sharing Options

Configure which contact properties to share with Meta Ads:

For Custom Audiences:

• Email - Primary identifier with highest match rates
• Phone - Secondary identifier to improve matching
• Address - Includes first name, last name, city, state, country code, and postal code

All data is automatically hashed (anonymized) by Spectacle according to Meta's requirements.

For Conversions API:

• Click IDs - Facebook Click ID (fbclid) automatically extracted by Spectacle from visitor's browsing data

• Email - Email for user matching

• Phone - Pone number as additional identifier

• Address - Address components for improved matching

• All data is automatically hashed (anonymized) by Spectacle according to Meta's requirements.

Conversion Event Types

When setting up CAPI syncs, you can choose from various standard Meta conversion events:

• Lead - When a sign up is completed
• Purchase - When a purchase is made or checkout flow is completed
• CompleteRegistration - When a registration form is completed
• Subscribe - When a person starts a paid subscription
• AddToCart - When a product is added to the shopping cart
• InitiateCheckout - When a person enters the checkout flow
• Contact - When a person initiates contact with your business
• Other - Custom event type with your own naming

Setup Instructions

1. Connect Meta Ads - Ensure your Meta Ads account is connected in Settings
2. Accept Terms - Accept Meta's Custom Audience Terms if prompted when creating your first audience
3. Select Data Set (for CAPI):
   • Navigate to Meta Business Manager
   • Ensure you have at least one Data Set (Pixel) configured
   • The Data Set must have the "Conversions API Gateway" enabled
4. Create Audience Sync:
   • Navigate to Audiences → Syncs
   • Click "New sync"
   • Select your Meta Ads account
   • For CAPI: Select your Data Set and conversion event type
   • Configure data sharing preferences
5. Monitor Performance:
   • Check sync status in the Audience Syncs page
   • For Custom Audiences: Monitor approximate audience size in Meta Ads Manager
   • For CAPI: Track conversion performance in Events Manager

Important Notes

• Processing time - Initial syncs may take 24-48 hours to fully process in Meta
• Match rates - Typical match rates range from 30-60% depending on data quality and types shared
• Audience sizes:
  • Custom Audiences require minimum 100 matched users
  • Meta shows approximate size ranges (e.g., 1,000-2,000) for privacy
• Data freshness:
  • Custom Audiences are updated automatically as your audience changes
  • CAPI events are registered as contacts enter audiences. They are sent in batches every few hours to Meta
• Compliance - Ensure you have user consent for data sharing per Meta's data use policies

Troubleshooting

Custom Audience not updating?

• Verify Custom Audience Terms are accepted in Business Manager
• Check that the audience has at least 100 unique people
• Ensure proper permissions are granted to the Meta Ads integration

Low match rates?

• Include multiple identifiers (email + phone + address) for best results
• Ensure data quality (valid emails, properly formatted phone numbers)
• For CAPI, enable Click ID sharing for highest accuracy

Missing Data Sets for CAPI?

• Data Sets must have "Consolidated Attribution" enabled
• Check in Events Manager that your pixel is properly configured
• Ensure your ad account has access to the Data Set

For additional help with Audience Syncs, see our general documentation or contact support.