Export an audience to Facebook

When you’re advertising on Facebook, you’re using audiences to reach people with certain interests (or characteristics).

Facebook lets you define audiences based on the information they have about Facebook users. If that’s not enough, you can send information about your website’s visitors to Facebook via the Facebook pixel tag. With this tag, Facebook will know which pages a person viewed on your website and you will be able to create an audience with a page-based condition. For example, an audience of people who viewed the pricing page.

If that’s still not enough and you want to use more information about your visitors to target them on Facebook, you can create an audience in Audience Manager and export it to Facebook. In this article, we’ll show you how to set it up.

Create an audience in Audience Manager

First, you need to define an audience in Audience Manager.

To create a new audience, follow these steps:

  1. Log in to Piwik PRO.
  2. Go to Menu > Audience Manager.
  3. In the left-side menu click Create new audience.
  4. Name the audience.
  5. Set up conditions for your audience by dragging and dropping Attributes and Events from the right-side menu.
  6. Setting up conditions for an audience in Audience Manager.
  7. When done, click Save.

Create a tag for an audience export

When we have the audience ready, we need to create a tag that will pass the information about this audience to Facebook. For that, we’ll use a Facebook Pixel tag.

To create a tag for an audience export, follow these steps:

  1. Log in to Piwik PRO.
  2. Go to Menu > Tag Manager.
  3. In the left-side menu click Create new tag.
  4. Name the tag.
  5. Pick a Facebook Pixel tag template and click Save.
  6. Select a Facebook Pixel tag in Tag Manager.
  7. Paste the pixel ID.
  8. Add a Pixel ID in a Facebook Pixel tag.
  9. Toggle Export audience to Facebook Ads Manager.
  10. Toggle Export audience to Facebook Ads Manager.
  11. Select an audience from a drop-down menu.
  12. Select an audience for an export to Facebook.
  13. By default, the advanced tag settings will be set for Remarketing and Respect visitor privacy will be turned on. This setting will work together with Consent Manager and the tag will work only for visitors who consent to advertising cookies.
  14. Advanced tag settings in a tag.
  15. In Tag triggers, select + Existing trigger and pick All page views, as you want to fire the global site tag on every page of your website.
  16. Click Edit the trigger and under Trigger Conditions choose Trigger for chosen audiences.
  17. Set the condition to Audience is Your New Audience.
  18. Select an audience in trigger settings.
  19. When done, click Save for a trigger and click Save for a tag.

Create an audience on Facebook

With an audience and tag at hand, you can create a custom audience on Facebook to target people who visited your site.

To create a new custom audience on Facebook, follow these steps:

  1. Log in to Facebook Business Manager.
  2. Go to your web’s account.
  3. Navigate to Menu > Audiences.
  4. Click the Create Audience dropdown and select Custom Audience.
  5. Click Website Traffic.
  6. Click Website traffic in Facebook Business Manager.
  7. Chose the pixel you used for creating the tag in Piwik PRO.
  8. Find you pixel in Facebook Business Manager.
  9. Name the audience.
  10. Click Create Audience.

Tip: Depending on the size of the audience you may wait a day or more until Facebook records your request for an audience.

Check the audience on Facebook

After some time, you may check up on your exported audience and see if the number of people is growing. Keep in mind, that people from your website need to be Facebook users in order to show up in this audience. So, the number you see may be way lower than the number of visitors you’ve seen in Piwik PRO Audience Manager.

To check your audience in Facebook Ads, follow these steps:

  1. Log in to Facebook Business Manager.
  2. Go to your web’s account.
  3. Navigate to Menu > Audiences.
  4. View the audience on the list.
An audience in Facebook.

Tip: Once you have the exported audience ready, you can create an audience with interests similar to the people from your exported audience. Go to Facebook > Audiences > Create Audience > Lookalike Audience.

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