Facebook connection

Activate profiles for your Facebook campaigns for audience targeting, personalization and suppression based on hashed emails.

You can use this destination for audience targeting across Facebook’s family of apps that are supported by Custom Audiences, including Facebook, Instagram, Audience Network and Messenger. Selection of the app that you want to run campaign against is indicated at the placement level in Facebook Ads Manager.

Facebook destination in the Adobe Experience Platform UI

Use Cases

To help you better understand how and when you should use the Facebook destination, here are two sample use cases that Adobe Experience Platform customers can solve by using this feature.

Use Case #1

An online retailer wants to reach existing customers through social platforms and show them personalized offers based on their previous orders. The online retailer can ingest email addresses from their own CRM to Adobe Experience Platform, build segments from their own offline data, and send these segments to the Facebook social platform, optimizing their advertising spending.

Use Case #2

An airline has different customer tiers (Bronze, Silver, and Gold), and wants to provide each of the tiers with personalized offers via social platforms. However, not all customers use the airline’s mobile app, and some of them have not logged on to the company’s website. The only identifiers the company has about these customers are membership IDs and email addresses.

To target them across social media, they can onboard the customer data from their CRM into Adobe Experience Platform, using the email addresses as identifiers.

Next, they can use their offline data including associated membership IDs and customer tiers to build new audience segments that they can target through the Facebook destination.

Destination specifics

Data governance for Facebook destinations


Data sent to Facebook should not include stitched identities. You are responsible for honoring this obligation and can do so by ensuring that segments selected for activation do not use a stitching option in their merge policy. Learn more about merge policies.

Export Type

Segment Export - you are exporting all members of a segment (audience) with the identifiers (name, phone number, etc.) used in the Facebook destination.

Facebook account prerequisites

Before you can send your audience segments to Facebook, make sure you meet the following requirements:

  • Your Facebook user account must have the Manage campaigns permission enabled for the Ad account that you plan to use.

  • The Adobe Experience Cloud business account must be added as an advertising partner in your Facebook Ad Account. Use business ID=206617933627973. See Add Partners to Your Business Manager in the Facebook documentation for details.


    When configuring the permissions for Adobe Experience Cloud, you must enable the Manage campaigns permission. This is required for the Adobe Experience Platform integration.

  • Read and sign the Facebook Custom Audiences Terms of Service. To do this, go to https://business.facebook.com/ads/manage/customaudiences/tos/?act=[accountID], where accountID is your Facebook Ad Account ID.

ID matching requirements

Facebook requires that no personally identifiable information (PII) is sent in clear. Therefore, the audiences activated to Facebook can be keyed off hashed identifiers, such as email addresses or phone numbers.

Depending on the type of IDs that you ingest into Adobe Experience Platform, you need to adhere to their corresponding requirements.

Phone number hashing requirements

There are two methods to activate phone numbers in Facebook:

  • Ingesting raw phone numbers: you can ingest raw phone numbers in the E.164 format into Platform, which will be automatically hashed upon activation. If you choose this option, make sure to always ingest your raw phone numbers into the Phone_E.164 namespace.
  • Ingesting hashed phone numbers: you can pre-hash your phone numbers before ingestion into Platform. If you choose this option, make sure to always ingest your hashed phone numbers into the Phone_SHA256 namespace.

Phone numbers ingested into the Phone namespace cannot be activated in Facebook.

Email hashing requirements

You can choose to hash email addresses before ingesting them into Adobe Experience Platform, or you can choose to work with email addresses in clear in Experience Platform and have our algorithm hash them on activation.

To learn about ingesting email addresses in Experience Platform, see the batch ingestion overview and the streaming ingestion overview.

If you select to hash the email addresses yourself, make sure to comply with the following requirements:

  • Trim all leading and trailing spaces from the email string; example: johndoe@example.com, not <space>johndoe@example.com<space>;
  • When hashing the email strings, make sure to hash the lowercase string;
    • Example: example@email.com, not EXAMPLE@EMAIL.COM;
  • Make sure the hashed string is all lowercase
    • Example: 55e79200c1635b37ad31a378c39feb12f120f116625093a19bc32fff15041149, not 55E79200C1635B37AD31A378C39FEB12F120F116625093A19bC32FFF15041149;
  • Do not salt the string.

Data from unhashed namespaces is automatically hashed by Platform upon activation.
Attribute source data is not automatically hashed. When your source field contains unhashed attributes, check the Apply transformation option, to have Platform automatically hash the data on activation.
The Apply transformation option is only displayed when you select attributes as source fields. It is not displayed when you choose namespaces.

Identity mapping transformation

Using custom namespaces

Before you can use the Extern_ID namespace to send data to Facebook, make sure you synchronize your own identifiers using Facebook Pixel. See the official documentation for detailed information.

Connect to destination

To connect to the Facebook destination, see Social network destinations authentication workflow.

Activate segments to Facebook

For instructions on how to activate segments to Facebook, see Activate Data to Destinations.

In the Segment schedule step, you must provide the Origin of audience when sending segments to Facebook Custom Audiences.

Facebook Origin of Audience

Exported data

For Facebook, a successful activation means that a Facebook custom audience would be created programmatically in Facebook Ads Manager. Segment membership in the audience would be added and removed as users are qualified or disqualified for the activated segments.


The integration between Adobe Experience Platform and Facebook supports historical audience backfills. All historical segment qualifications get sent to Facebook when you activate the segments to the destination.

On this page

Adobe Summit Banner

A virtual event April 27-28.

Expand your skills and get inspired.

Register for free
Adobe Summit Banner

A virtual event April 27-28.

Expand your skills and get inspired.

Register for free