Meta Activation Connector

Create activation targets and activate your Data 360 segments to Meta Ads Manager for targeted advertising.

Available with add-on license: Ad Audiences

Data Type(s)

Structured

Data Direction

The direction of available connection methods.

Data Out

Create a connection for activating data to external platforms.

Supported connection method(s):

Incremental
Direct API

After the initial setup and segment activation, the Meta Marketing API activates the new and updated user records incrementally. This connection also supports a full refresh to reload all information.

Restrictions and Requirements

Minimum Audience Size: Meta requires a minimum of 100 matched users in an audience before you can use the audience for ad targeting. See About Custom Audiences for more details.
Audience Time to Live (TTL): If an audience isn’t used in any active ads for over two years, it’s automatically flagged as an “Expiring Audience” and is deleted after 90 days from flagging. Use the audience in active ads within the 90-day window to avoid deletion. See Meta Custom Audience Deletion.

To prevent audience expiration, use the Full Refresh option before the TTL expires. You can also refresh at more frequent intervals to keep your records current.
Note

Considerations

As required by Meta, Data 360 hashes all customer data with SHA256 during activation.
For information about Meta’s data use policies for custom audiences, see Custom Audiences Terms of Service.
For consent requirements in the European Economic Area (EEA), see Meta’s guidance on consent and data use.

Attribute Keys and Encryption

Here are the attributes that you can activate to Meta Ads Manager, along with related details. For more information, see Customer File Custom Audiences.

Attribute Display Name	Description	Suggested DMO Mapping	Data Type	Data Ingestion Format	Encryption State for Activation	Optional or Required
EMAIL	Email address of the user	ContactPointEmail > EmailAddress	String	Lowercase, trimmed	Encrypted with SHA256	Required by Data 360 for matching
PHONE	Phone number of the user	ContactPointPhone > FormattedE164PhoneNumber	String	E.164 format, digits only, including country code	Encrypted with SHA256	Optional
MADID	Mobile Advertising ID (IDFA or AAID)	Device > AdvertiserId	String	Lowercase, hyphens retained		Optional
FN	First name of the user	Individual > FirstName	String	Lowercase, trimmed	Encrypted with SHA256	Optional
LN	Last name of the user	Individual > LastName	String	Lowercase, trimmed	Encrypted with SHA256	Optional
ZIP	Postal or zip code of the user	ContactPointAddress > PostalCodeText	String	Lowercase, no spaces	Encrypted with SHA256	Optional
CT	City of the user	ContactPointAddress > CityName	String	Lowercase, no spaces, no punctuation	Encrypted with SHA256	Optional
ST	State or province abbreviation of the user	ContactPointAddress > StateProvinceName	String	Lowercase, 2-letter ISO abbreviation where applicable	Encrypted with SHA256	Optional
COUNTRY	Country of the user	ContactPointAddress > alpha2CountryCode	String	Lowercase, 2-letter ISO 3166-1 alpha-2	Encrypted with SHA256	Optional
GEN	Gender of the user		String	”m” or “f”, lowercase	Encrypted with SHA256	Optional
DOBY	Year of birth of the user		String	4-digit year (YYYY)	Encrypted with SHA256	Optional

The Data Ingestion Format specifies the required format for ingesting the attribute into Data 360.
The Encryption State for Activation shows the state and type of encryption applied to each attribute in Data 360.

To improve match rates, provide as many attributes as possible. Meta matches users using a combination of identifiers. Email and phone are the highest-signal identifiers; name and address attributes supplement matching when combined with other keys.

Note