Meta (EN)

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Last updated: Dec 08, 2022 by Pim Reijnen
5 min read

With the Meta App, collected and enriched data from Squeezely is synced to Meta. In Meta, you can monetize this data by creating ad campaigns.

Implementation

To implement the Meta App:

https://squeezely.atlassian.net/wiki/spaces/SG/pages/2737176794

For upgrading the link:

https://squeezely.atlassian.net/wiki/spaces/SG/pages/2736849064

Want to increase ad targeting, match rates and conversion metrics in Meta? Or be ready for a cookieless future? Then activate the Meta Pro App!

Collecting for Meta

Events

Once the link is activated, Squeezely automatically shares in real time all events of profiles (unless custom consent is set) with your Meta Pixel. The events can be divided into three categories

  • Frontend events

The events that are sent from the website via the base tracker sent to Squeezely, Squeezely converts to Meta syntax and is sent directly through the visitor's browser to Meta.

  • Squeezely events

The events that Squeezely automatically generates and adds to the frontend such as SessionStart, PersonalizationView, PersonalizationClick and PersonalizationClosed. In addition, Squeezely sends an event called SqueezelyAudience to Meta. This event contains the audience ids to which a profile belongs in Squeezely.

  • Backend events

The events sent to Squeezely via API Calls. For forwarding backend events it is activating Meta Pro necessary.

In Meta Events Manager you will find an overview of all events received from Squeezely:

The connection method indicates the way the events were received in Meta:

  • Browser: the frontend events received through the Meta pixel.

  • Server: the backend events received through the Facebook API. The forwarding of backend events requires the activation of Meta Pro

  • Browser & Server: events received via both (and are deduplicated).

When you open an event, the number of events sent via Browser and Server are shown:

From this overview you can get the following:

  • Events Processed: the events processed.

  • Events Deduplicated: the deduplicated events, i.e. events received via both the browser and server.

  • Events Processed: the events received through the server and not deduplicated. So these are the additional events that are included in the Meta statistics via the server method.

Products

Squeezely synchronizes once an hour all the products from the Squeezely Catalog to the Meta Catalog. It is possible to disable this, for more info https://squeezely.atlassian.net/wiki/spaces/SG/pages/2737176794

In Meta Catalog Manager, under Items you will find an overview of all products that are redirected from Squeezely:

Enrich for Meta

Audiences

In the Squeezely Audience Builder you can audiences sync to your Meta Ad account. When you sync an audience, Meta on their side tries to generate this audience with the same profiles (also called matching). There are three methods for matching profiles in Meta:

  • Event based

With event-based matching, Meta copies the audience rules from Squeezely and applies these rules to the events Meta has received (from Squeezely). This method has the most effective matching and can be applied retroactively (up to the time the app was installed). The downside, however, is that certain rules from Squeezely cannot be copied by Meta. Examples include segments and audiences based on profile fields or event fields that are not known in Meta. If the rules are not possible in Meta, Meta falls back on audience id based matching.

  • Audience id based

With audience id matching, Meta uses the audience ids of profiles from the SqueezelyAudience event, to replicate these audiences in Meta. This method does not work retroactively, as the audience ids are not available until the audience is created. So this means that the profiles need to visit the website again, so that the SqueezelyAudience event (containing the audience ids) is sent to Meta again.

Audiences in Meta 'Below 1000'? Chances are that Meta has reverted to audience id based matching and the profiles need to revisit the website.

  • Email based

With email based matching, Squeezely forwards the email addresses of profiles in an audience to Meta. Meta then attempts to match the email addresses to their database and add those email addresses to the audience.

If an audience reverts to audience id based matching, it may be advisable to create an additional audience and sync it as email based. In the short term, this can provide better matching.

Audiences in Meta will never exactly match audiences in Squeezely due to the matching required!

In the Audience Details of the Audience Builder, you can check the Meta channel to share audiences with Meta:

In the Audience Details of the Audience Builder, you can check the Email export option for sharing audiences based on email addresses:

In Meta Ads Manager, under 'audiences' you will find all audiences that are synchronized to Meta:

Productsets

Squeezely syncs non-personal product sets to the Meta catalog. The non-personal product sets are: most sold, most viewed, most in stock and random. Personal product sets (which are based on profile behavior) may not be synced to Meta.

Redeem in Meta

In Meta, you can monetize data by targeting campaigns to audiences. For more information, it is recommended to consult Meta documentation.