Using Facebook and Instagram Channels

The Facebook and Instagram channels enable you to send Engage contacts to Facebook for Business to Link Facebook/Instagram to an Engage Campaign, build a custom audience, and Add Offline History.

Running a Campaign in Engage provides users with a customer list based on selected characteristics. By studying the patterns of customer behaviour and understanding buying patterns, you can construct ads tailored to the generated audience to provide the greatest likelihood of ad engagement, optimising the delivery of Facebook and Instagram ads and subsequent ROI.

Note: As ads for both Instagram and Facebook are managed from Facebook for Business, the Engage process for creating and linking an audience is the same for both platforms. To use these audiences for ad campaigns, open the ads manager within Facebook for Business and select either Facebook or Instagram as a placement.

Link Facebook/Instagram to an Engage Campaign

  1. Open or create a new campaign and add a communication step.

  2. Select Facebook as the communication channel.

  3. Set the Facebook Objective as defined within the Facebook Ad Manager. Engage currently supports the following objectives:

    • Brand Awareness

    • Reach

  4. Select the Facebook Ad Set as defined within the Facebook Ad Manager.

  5. Select the Facebook Ad Campaign (as saved in the Facebook Ad Manager) to be used as the Engage communication.

  6. Save and Run the campaign.

Update a Facebook/Instagram Custom Audience

The Facebook/Instagram custom audience channels allow Engage users to send Engage contacts to Facebook/Instagram to build a custom audience.

Note: Data exported from Engage to the custom audience will be matched using email addresses.

  1. Open or create a Campaign containing the audience being sent to Facebook Business Manager.

  2. On the campaign’s Communication step, select the Facebook/Instagram custom audience channel.

  3. Select the Custom Audience to be updated from the drop down list.

  4. There are three options for how Engage will communicate with Facebook custom audiences.

    • Add – Add an Engage audience to the selected custom audience.

    • Remove – Remove an Engage audience from the selected custom audience.

    • Sync – Add any contacts in an Engage audience that are not already in the custom audience and remove any members from that same custom audience that are not in the Engage audience.

      Note: Facebook minimum audience size limits may prevent some records from being removed. Adding new records to the Engage campaign will result in the channel attempting to delete records not removed in prior runs.

  5. Save and run the campaign to update the Facebook/Instagram custom audience.

Add Offline History to Facebook/Instagram Using Engage

Facebook’s offline conversion tool requires user supplied offline event datasets to connect offline activity to Facebook/Instagram campaigns. Engage takes the offline data collected by the organisation and creates this dataset before uploading it to the organisation’s Facebook/Instagram account.

  1. Open or create the selection containing the data to be exported to Facebook/Instagram.

  2. Select the Facebook or Instagram offline conversions channel.

  3. Save and export the selection.

    Upon uploading customers’ offline engagement history, Facebook/Instagram matches the data with its own ad engagement data, attributing matching sales to ad campaigns.