Ad Audiences

Ad Audiences


What is Ad Audiences?

In Ad Networks, such as Google, Facebook, and Instagram Ads, you can target your advertising in several ways. One way is to import a list of known users (“known” meaning you have some personally identifiable information on them - such as an email address) and use that list for targeting. Now, you can programmatically send your Customer.io segments into Ad Networks as audiences. This eliminates the historically manual process of importing custom lists - as well as ensure parity in the people you reach in Customer.io and your Ad Network.

To learn more about audiences, check out each platform’s specific documentation: Google AdsFacebook Ads.

Connecting your Ad Accounts to Customer.io

To connect an Ad Network, go to the Integrations page within Customer.io and scroll down to the ‘Ad Networks’ section.

Connecting to Google Ads

  1. Click the ‘Get Started’ button next to Google Ads.
  2. Click ‘Sign in‘ and follow the Google Authentication prompts. Log into an account that has either standard or admin access to your Google Ads account.
  3. Next, you’ll be asked to grant Customer.io Audience Sync access to Manage your Adwords Campaigns. This access will allow the sync to occur.
  4. Once you’ve allowed access, you’re done!

Connecting to Facebook Ads

  1. Click the ‘Get Started’ button next to Facebooks Ads.
  2. Click ‘Sign in‘ You will be prompted to log into Facebook - log in through an account that has access to Facebook Business Manager.
  3. Once you’ve logged in, you’ll be redirected back to Customer.io and you’re all set!

Once you’ve connected any Ad Networks account to Customer.io, you’re ready to sync your segments as audiences to the Ad Networks.

Tip: Start with an segment of current customers to use as an exclusion audience!

Connecting to Instagram Ads

Instagram Ads are enabled in your Facebook Ad Manager.

  1. Click the ‘Get Started’ button next to Facebook Ads.
  2. Click ‘Sign in‘ and you will be prompted to log into Facebook. Log in through an account that has access to Facebook Business Manager.
  3. Once you’ve logged in, you can define where you would like to show your ads.
  4. Navigate to ‘Placements’ and click “Edit Placements”.
  5. Select ‘Instagram’, and you’re done!

Connecting to YouTube Ads

YouTube Ads are enabled in your Google Ad Manager.

  1. Click the ‘Get Started’ button next to Google Ads.
  2. Click ‘Sign in‘ and follow the Google Authentication prompts. Log into an account that has either standard or admin access to your Google Ads account.
  3. Next, you’ll be asked to grant Customer.io Audience Sync access to Manage your Adwords Campaigns. This access will allow audience sync to occur.
  4. Once you’ve created a Customer Match audience for YouTube, then you’re done!

Syncing your Segments to Ad Networks

To sync a segment to an Ad Network, navigate to the segment, find the Ad Audiences tab and click ‘Create Ad Audience‘.

From there:

  1. Choose the Ad Network you want to sync the segment to.
  2. Name your ad audience. We recommend adding "Customer.io" in the name to keep your audiences organized in the Ad Network.
  3. Create a description for your audience. We recommend including the segment's URL to easily navigate back from the Ad Network.
  4. You're done!

When you click create, Customer.io will create a new audience in the Ad Network, and then add any existing people in the segment to the audience. After that, the audience is automatically synchronized with the segment, syncing at hourly intervals.

The match is done on emailand mobile_ad_id profile attributes. mobile_ad_id supports both Apple's Advertising Identifier (IDFA) and Android's Advertising ID (AAID). You only need to have one (email or mobile_ad_id) for the match to work, though adding both increases the chances of success.

On initially syncing a segment to an Ad Network, Google and Facebook both state a 24 hour processing period before the audience is ready to be used. In those platforms, you will see the audience created shortly after enabling the sync. Be aware, that even when the "Populating..." callout goes away, the Ad Network might still be processing - please give an extra hour to confirm the size of the audience created.

Using Audiences in Ad Networks

Once the audience has been created in the Ad Network, you can use it in new or existing ad campaigns.

Do not delete the audience in the Ad Network - as that will stop the sync for that audience from running going forward. You can update the name, description, and settings of the audience in the Ad Network’s platform without affecting the sync.

In Google, you can use this audience on the Search network, Youtube network, or Gmail network (due to limits set by Google, you cannot use this kind of audience on the Display Network).

Managing your Ad Audiences

Once you've connected an Ad Account, you'll see an Ad Audiences column on the Segments page indicating any synchronized segments.

Ad_Audiences_Segments-60b1dd48-7c7b-44b8-ae7b-e566455f0e83

Select the Ad Audiences dropdown to filter your segments by Ad Networks and/or sync statuses.

Ad_Audiences_Segments_Filter-5bbbec80-6c04-4f9a-9dea-54c6990ab1ba

To view more detail about a synchronized segment, click on the segment and navigate to the Ad Audiences tab. For any Ad Audience, you'll see the name, description, the number of people synced, when the segment was last synced, and the sync status.

Ad_Audiences_Segment_Tab-b286de12-31f7-4037-98f6-69b9e1e2f9db

Here's a breakdown of all sync statuses:

  • Synced: The segment successfully synced to the Ad Network.
  • Actively syncing: The segment is actively syncing to the Ad Network.
  • Queued to sync: The segment is queued to sync and will be synced to the Ad Network soon.
  • Paused sync: The sync is paused and the segment will not automatically sync to the Ad Network.
  • Failed sync: The segment failed to sync to the Ad Network. In some cases, the segment will have an error syncing and will re-try to sync in an hour. In other cases, when the audience is deleted in the Ad Network for example, the segment will fail to sync to the ad network. In those cases, a new Ad Audience will have to be created to re-sync the segment.

You can pause, resume, and delete any Ad Audiences. From the Ad Audience tab, click the ‘Manage‘ button for an Ad Audience. From there, you can:

  • Pause your Ad Audience, which will stop it from syncing to the Ad Network until you resume the sync.
  • Resume your Ad Audience, which will enable automatic syncing to the Ad Network.
  • Delete your Ad Audience, which will permanently delete it from Customer.io. The audience will remain in the Ad Network, but it will no longer be synchronized. You can always re-sync this segment later by creating a new Ad Audience.

Ad_Audiences_Manage-42502ab9-d622-4c86-aa98-f6b88b93a9c3

Why Your Segment Size in Customer.Io Will Be Different Than Your Audience Size in the Ad Network

When syncing segments to audiences in Ad Networks, the Ad Networks tries to match a given key (listed above) with the same key in their systems. Unfortunately, the Ad Network will not be able to match every single record it receives - in our internal testing, we’ve seen about a 50% match rate on Google and on Facebook. You can read more about match rates here.

Wrap up

Are there Ad Networks you'd like to see? For example, we’re considering Twitter, Snapchat, Linkedin, Quora. If any of these or other Ad Networks would be valuable to you, please let us know!

That's it! As always, if you have any questions or if this documentation could have been made any clearer, please let us know.

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