This article describes the general process for setting up Facebook Custom Audiences with SuperTag. This set up enables Salesforce DMP segments to be sent to Facebook Business Manager for audience targeting on Facebook.
In order to pass segments to Facebook, we require 2 sets of tags. The first tag is the actual Facebook Custom Audience (FBCA) Pixel as provided by Facebook. The second tag is the Segment Association tag, which communicates all the segment ID's that a user falls under back to the FBCA pixel. The Segment Association tag is provided by Salesforce DMP. The implementation steps are as follows:
1. For selected segments you wish to send to Facebook, each segment must be activated for "Send to Site" targeting in Salesforce DMP.
2. Copy the FBCA tag from your Facebook Business Manager instance.
* If this Facebook library is present on your webpages, skip to Step 3.
The code for your Facebook Custom Audiences Pixel will look like:
3. Navigate to the SuperTag module in Salesforce DMP, and deploy the FBCA Pixel.
To add a new tag, choose Manage Tags from under the SuperTag navigation menu. This will show you the list of current tags set up for your account
Click on the Create SuperTag button, and you will be shown the Tag Template screen.
Click on the Custom Tag option. This brings you to the configuration screen for the tag. Enter a Name for the tag and in the Code field paste the FBCA pixel tag from Facebook. Leave the Delivery Method as HTML (On Page) and select Immediately for the Delivery Timing. Select the Sites (i.e. the web properties) for which you would like the Facebook Custom Audience Pixel to fire.
Avoid selecting "All Sites" as this option will fire the FBCA pixel on your Salesforce DMP media tags, which will cause errors.
You do not have to set any additional rules on the Set Rules screen of SuperTag. Just click Continue.
On the Save / Publish screen, select Enabled and click Save. This will delpoy the Facebook Custom Audience Pixel.
4. Now that you have set up the FBCA pixel, you have to set up the Segment Association tag for Facebook Custom Audiences. Salesforce DMP has this tag available as a Library tag within SuperTag. Under the Find Template screen, search for "Facebook" and select the Facebook Custom Audience - Segments tag.
Once you're in the Configure screen, the Segment Association tag is pre-populated into the code field. Select the Sites (i.e. the web properties) where you would like to have the segment association tag fire. Select HTML (On Page) as the Delivery Method and After Content Loads for Delivery Timing. Notice that the Delivery Timing is after the FBCA pixel. This is because the FBCA pixel must fire before the Segment Association tag in order to pass audiences to Facebook. The sequence of the tag fires are important.
There is an additional field for Segment IDs: on this Configure screen. Populate this field with all the segment IDs you would like to pass to Facebook. Keep in mind that the segments you choose to send to Facebook must be enabled for Send to Site targeting.
Mirror the set up of your FBCA pixel on the Set Rules and Save/Publish screens. Click Save. Congratulations, you have now set up the ability to send your Salesforce DMP audiences to Facebook.
Salesforce DMP highly recommends that you add the Facebook pixel helper browser extension. This extension will help you validate whether your Facebook pixels are firing correctly. More information can be found here: https://www.facebook.com/business/help/198406697184603
The Pixel Helper will let you know whether your FBCA pixel fired. Identify and verify that your FBCA Pixel ID matches the ID exposed in the helper. Depending on whether the user falls under segment rules, the segments you enabled will show under ViewContent > Custom Parameters Sent: