# Meta Ads

Connect your Meta Ads account to Bullseye to sync identified visitor audiences to Facebook and Instagram for targeted advertising campaigns.

## Overview

The Meta Ads integration enables you to:

* **Sync visitor audiences** -- Automatically push identified visitor audiences to Meta Ads
* **Build lookalike audiences** -- Create lookalike audiences from your highest-value visitors
* **Retarget across platforms** -- Reach visitors on both Facebook and Instagram with personalized ads

## Setup

### Prerequisites

* An active Meta Business Manager account
* A Meta Ads account connected to your Business Manager
* Admin access to your Bullseye organization

### Connect Meta Ads

1. Navigate to **Integrations** in your Bullseye dashboard
2. Find **Meta Ads** and click **Connect**
3. Sign in to your Meta account when prompted
4. Authorize Bullseye to access your Ad Account
5. Select the Ad Account you want to sync audiences to
6. Confirm the connection

## Audience Syncing

Once connected, Bullseye automatically syncs identified visitor audiences to Meta Ads as Custom Audiences.

### How Syncing Works

1. Bullseye identifies visitors on your website
2. Visitor data (email, name) is hashed and matched to Meta profiles
3. Matched profiles are added to a Custom Audience in your Meta Ads account
4. The audience is updated continuously as new visitors are identified

### Audience Types

| Audience                | Description                                        |
| ----------------------- | -------------------------------------------------- |
| All identified visitors | Every visitor Bullseye identifies on your site     |
| ICP-matched visitors    | Only visitors matching your Ideal Customer Profile |
| High-intent visitors    | Visitors with multiple sessions or high engagement |

## Lookalike Audiences

Use your Bullseye Custom Audiences as seed audiences to build lookalike audiences in Meta Ads:

1. Open **Meta Ads Manager**
2. Go to **Audiences** and click **Create Audience**
3. Select **Lookalike Audience**
4. Choose your Bullseye Custom Audience as the source
5. Select your target location and audience size (1-10%)
6. Create the audience

Lookalike audiences help you reach new prospects who share characteristics with your best-performing visitors.

## Retargeting Campaigns

Build retargeting campaigns to re-engage identified visitors across Facebook and Instagram:

### Recommended Campaign Strategies

| Strategy      | Target Audience         | Goal                                        |
| ------------- | ----------------------- | ------------------------------------------- |
| Awareness     | All identified visitors | Stay top-of-mind with site visitors         |
| Consideration | ICP-matched visitors    | Drive engagement from ideal prospects       |
| Conversion    | High-intent visitors    | Convert visitors who showed strong interest |

### Best Practices

* **Segment your audiences** -- Use ICP-matched audiences for higher-quality targeting rather than all visitors
* **Exclude converted users** -- Remove existing customers from retargeting campaigns
* **Frequency caps** -- Set frequency caps to avoid ad fatigue
* **Creative variety** -- Rotate ad creative to maintain engagement
* **Cross-platform placement** -- Enable both Facebook and Instagram placements for broader reach

## Sync Status

Monitor the sync status of your Meta Ads integration from the Integrations page in your dashboard. The status indicates:

| Status       | Description                                    |
| ------------ | ---------------------------------------------- |
| Active       | Audiences are syncing normally                 |
| Syncing      | An audience update is in progress              |
| Error        | An issue occurred during the last sync attempt |
| Disconnected | The integration needs to be reconnected        |

## Troubleshooting

| Issue                   | Resolution                                                                                  |
| ----------------------- | ------------------------------------------------------------------------------------------- |
| Audience not updating   | Check that the integration status is Active and your Meta account is connected              |
| Low audience match rate | Meta requires sufficient data to match profiles; ensure visitors have valid email addresses |
| Permission error        | Re-authorize the integration from the Integrations page                                     |
| Ad Account not found    | Verify the correct Ad Account is selected in Meta Business Manager                          |


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