Facebook Experiences

Lytics Experiences support Facebook Ad sets that can be run as stand-alone ad campaigns or as a part of your cross-channel customer life-cycle. Using the Lytics Canvas, you can activate Facebook ads with Lytics audiences to re-engage and entice users to convert.

Like all Experience enabled providers, you can import Experiences from Facebook to Lytics. During the import process, you will be asked to select an authorization. Read the Facebook authorization documentation for more information.

Before you can import, you will also need to select your Facebook Ads Account ID since the authorization you select may be associated with multiple ad manager accounts.

Once you've selected an ad manager account, you can import eligible ad sets as Lytics Experiences.

During the Experience import process, tactics are determined by the Optimization Goal set during the creation of your ad set in Facebook.

Facebook Experiences in Lytics support the following tactics:

• Ad Recall Lift - Optimize for people more likely to remember seeing your ads.
• App Installs - Optimize for people more likely to install your app.
• App Downloads - Optimize for app downloads.

• Brand Awareness - Optimize to reach the most number of users who are likely to spend at least a minimum amount of time on the image or video.

• Engaged Users - Optimize for people more likely to take a particular action in your app.

• Event Responses - Optimize for people more likely to attend your event.
• Impressions - Show the ads as many times as possible.
• Landing Page Views - Optimize for page views.
• Lead Generation - Optimize for people more likely to fill out a lead generation form.
• Link Clicks - Optimize for people more likely to click on the link of the ad.
• Offer Claims - Optimize for people more likely to claim the offer.
• Offsite Conversions - Optimize for people more likely to make a conversion on the site.
• Page Engagement - Optimize for people more likely to engage with your page.
• Page Likes - Optimize for people more likely to like your page.
• Post Engagement - Optimize for people more likely to engage with your post.
• Reach - Optimize to reach the most unique users each day.
• Social Impressions - Increase the number of impressions with social context, i.e. with the names of one or more of the user's friends attached to the ad who have already liked the page or installed the app.
• Video Views - Optimize for people more likely to watch videos.

After importing a Facebook Experience you can configure it for activation. All tactics for Facebook have the same three configuration steps within the Experience Editor:

1. Target - select the target audience for your Experience.

2. Configure Facebook - set up how the audience for your Experience will be exported. There are two different methods for syncing audiences to Facebook based on the type of audience.

   • For an audience of anonymous users, select Create Web Traffic Audiences. Activating this type of Experience will create a new website custom audience in Facebook, and users will be dynamically synced to the audience when they visit your website.
   • For an audience of known users (users with an email identifier), select Export Audiences. Activating this type of Experience will sync users to a custom audience from a customer list in Facebook.

   The configuration step will generally function the same as the respective workflow chosen, but without the Audience selection, as that is configured by the Target step in the Experience editor.

3. Configure Delivery - choose to turn the Delivery Optimization feature on or off. Turning on Delivery Optimization means that known users will not be synced to a Facebook audience immediately, but instead will wait to sync individual users based on the time that they are most likely to respond to an ad. Depending on the cost metric for your ad, Delivery Optimization may help you save ad spend and see a higher conversion rate.

Once you've finished configuring the Experience, you can save and activate it.

For all Facebook Experiences, activating simply pushes users to an audience within Facebook. As mentioned in the configuration step, a Facebook Experience functions similarly to the Export Audience workflow. However, there are additional steps necessary to use your new audience with the ad set you imported.

1. In your Facebook ads manager account, edit the ad set that you activated in Lytics.
2. In the Audience Section, select the custom audience that was created when you activated the Experience in Lytics.
3. When you're ready to publish the ad set, click the Publish button and your ad will be delivered to users in your audience.

Note: It may take some time for audiences to process and be ready to use in an ad set. Read the Export Audience documentation for further information.

There is a workflow that runs in the background to collect aggregate metrics for your Facebook Experience metrics. This metrics workflow runs hourly and uses the Facebook Insights API to query for conversions and reach.

Currently, only conversion events have user attribution for Facebook Experiences, and there is some additional setup necessary to make this work for your ad set. Once configured it means that there is a user field in Lytics which records the click events from an ad set but there is no way of tracking impressions at the user level. The Facebook Insight API merely returns an aggregate number based on the event.

Lytics metrics are recorded using the following fields to query against the Facebook Insights API:

• Reach: reach The number of people who saw your ads at least once. Reach is different from impressions, which may include multiple views of your ads by the same people. This metric is estimated.

• Converted: unique_clicks The number of people who performed a click (all). This metric is estimated.

• Conversion Rate: unique_ctr The percentage of people who saw your ad and performed a unique click (all). This metric is estimated.

As mentioned above, Lytics brings in the conversion count for a Facebook Experience directly from the Facebook API. You can also begin to track click-throughs by adding custom UTM parameters. Follow these steps to configure these custom parameters using Lytics, and you may also refer to the Facebook documentation for URL parameters.

1. While editing your ad in Facebook, locate the Tracking section, and under URL Parameters click on Build a URL Parameter.
2. It is recommended you fill out the default campaign UTM tracking variables, as Lytics will automatically capture these query parameters when users visit your website.

3. Under Custom Parameters create the following new parameters:

   1. Parameter Name: utm_lytics_experience Value: {{adset.id}}

      This dynamic value will be populated with the ID of the ad set so that Lytics will recognize which Experience the user clicked on.

   2. Parameter Name: utm_lytics_source Value: facebook

   

4. Click Apply to save the changes to your URL parameters.

5. Click Publish to save the changes to your ad.

After you've added these parameters and users begin clicking on your ad, you should see values populating the UTM conversions user field in Lytics.