In this video we explain how Spotler Activate connects with Google Ads and Meta, and how audience synchronization works across these platforms. You will learn why numbers sometimes differ between Spotler Activate and third-party platforms, what types of audiences can be synchronized, and when they will populate historically or only over time. We also cover the use of email match lists for faster retargeting, as well as the Meta Conversions API, which can improve event tracking and match rates. This overview helps you decide which approach fits best with your use cases.
More information on how to set up these connections:
Why do the numbers of my audience not match with Google and Facebook?
It’s important to know that audience numbers in Spotler Activate are never exactly the same as the end result in Google and Facebook. This has a couple of reasons:
- FB / Google must be able to link eventdata to a profle in their system so they can serve ads.
- You can only send event to FB / Google when the connection is established, while Spotler Activate already has eventdata from the past.
- You have set up a more complex audience, so you cannot use the direct event data.
It’s also important to keep in mind that there is a difference between event based audiences and profile based audiences. Profile based audiences for example, where we have the rule to export to Facebook, can’t take the rule directly. That means that everyone that was already in that audience has to visit the website once again. There is no retention and we depend on our generated SqueezelyAudience event.
The first rule is something that depends entirely on the external platforms and is usually the reason why one of the parties has a larger number even though it’s an identical audience. The remaining two reasons are described in a few example scenario’s below:
| Audience type | Spotler Activate rules | Google rule | Retroactive data |
|---|---|---|---|
| ID: 1 - Event audience | AddToCart event in past 30 days |
Event = AddToCart or Audience_ID = 1 |
Yes, automatically |
| ID: 2 - Event audience | Purchase event in past 30 days |
Event = Purchase or Audience_ID = 2 |
Yes, automatically |
| ID: 3 - Segmented audience | Audience 1 AND Audience 2 | Audience_ID = 3 | Yes, manually |
| ID: 4 - Profile audience | Gender is male | Audience_ID = 4 | No |