Managed Service Only Technical Implementation: Meta Ads Manager
OVERVIEW
This is for Data Marketplace Buyer Managed Service Clients only. If you are a Spherical Platform Customer, Data Seller, or have your own Data Marketplace Buyer seat(s), please follow the instructions here.
Lotame's productized Meta Ads integration allows marketers to receive custom audiences built by our data experts in order to run more effective advertising campaigns across Facebook and Instagram. In order to receive custom audiences, follow the instructions listed below.
Integration Notes
Inbound or Outbound: Outbound (From Lotame to Meta)
IDs Supported By Meta: MAIDs and HEMs
Single or Multi-Destination: Multi-Destination (Lotame can send custom audiences to multiple Meta accounts)
Export Refresh Cadence: Daily
Reporting Audience Usage (Impression Reporting):
Lotame Data Marketplace Buyer Managed Service customers must provide monthly reporting for impressions served per audience (or "Usage") in accordance with the Master Agreement (refer to the ‘Reporting’ section under ‘Fees and Payment Terms’ in the Service Order for Data Marketplace Buyer Managed Service for details).
Impression ("usage") reporting for this integration can be enabled via Meta Ads Reporting. Follow the instructions listed here to report usage to Lotame.
Process Overview
Pre-requisites
In order to enable the Lotame integration with Meta Ads, you will need to:
Have a Facebook Business Manager account
Have a Meta (Facebook) Ads Account linked and claimed by your Business Manager account.
Have accepted the Custom Audience terms for each Ad Account.
- Enable Meta Ads Reporting for Monthly Impression ("Usage") Reporting
First Time Setup Steps
In order to set up the integration to receive custom audience(s) in your Meta Ads Account, Lotame needs to receive the following information once an executed contract is received:
- Destination name
- Your Meta Ad Account ID
- Meta System User Token AND Meta API Version
- Share the above details with Lotame. A Lotame representative will create and share a Google document for you to securely share the relevant information.
Note: If you have already set up a Marketing API app and System User and wish to integrate a new Ad account, follow the "Adding Additional Ad Accounts" section further down this page for your simplified instructions.
1. Destination name
The destination name is the name you want Lotame to use to identify your Meta (Facebook) Ad Account. This is particularly important if you plan to request custom audiences for multiple Meta (Facebook) Ads accounts so they can be easily differentiated.
2. How to retrieve your Meta (Facebook) Ad Account ID
This is found by doing the following on the Ad Accounts page in your Business Settings
- Below Accounts, select Ad Accounts in the left menu
- Select the Ad Account Name you are configuring for use with Lotame
- Copy the Ad Account ID on the right
3. Meta (Facebook) System User Token and the API Version
In order to generate the System User token needed to export audiences into your Meta (Facebook) Ads Account, you need to go through the following steps:
3.1 Create a Marketing API App
3.2 Create a System User
3.3 Add System User permissions
3.4 Generate Token
3.1 Create a Marketing API App
One-time setup from your Business Manager settings for all your Meta (Facebook) Ads accounts.
- Below Accounts, click Apps.
- Click the Add button and choose Create a new app ID.
- For the use case, choose Other.
- For type, choose Business. In the details, name your app "Lotame integration" or similar, add your email, select your business, and click Create App.
- You will arrive at a view like this. Add the Marketing API product by clicking "Set up."
- Once set up, you will be directed to the Meta for Developers portal (https://developers.facebook.com/). On this page, go to App Settings → Advanced, and note your app’s API version. You will need to provide it to Lotame as part of this setup.
Meta also requires you to set your app to Live Mode. To switch to Live Mode, go to your App Dashboard and find the App Mode toggle at the top of the page.
In order to set the app to Live Mode, Meta requires a Privacy Policy URL. The Privacy Policy URL can be updated by following these steps:
Below App Settings, click Basic
Input a URL in the 'Privacy Policy URL' field
Ultimately, the URL does not matter because the app will not be client-facing (That field is designed to be shown to users who interact with the app, which does not apply in this case). If your organization does not have a privacy policy, you can use the following URL - https://www.lotame.com/privacy/privacy-notices/services/
3.2 Create a System User for Lotame
One-time setup from your Business Manager settings for all your Meta (Facebook) Ads accounts.
- Below Users, click System Users.
- Click Add.
- Give a name to the system user ("Lotame System User," for example) and select the Employee role, then click Create system user.
NOTE: If your account has reached the limit for System User(s), you can re-use an existing System User for this integration and follow the steps outlined below.
3.3 Add System User Permissions
Setup from your Business Manager settings (https://business.facebook.com/settings), required for new ad accounts:
- Select your System User created for Lotame under Users → System Users.
- Click Add assets, then Ad accounts in the left menu.
- Select your ad account(s) and enable Manage campaigns.
If this is your first time setting up a System User to use in Lotame, continue to the next step. If you have completed setup before and only wish to integrate new ad account(s), click Save changes - you are ready to share details with Lotame.
- Now click Apps in the left menu.
- Select the app created for Lotame, enable Develop app, and click Save changes.
3.4 Generate token
From your Business Manager settings (https://business.facebook.com/settings):
- Select your System User created for Lotame under Users → System Users.
- Click Generate new token.
- In the pop-up perform the following:
- 1) Select the app created for Lotame.
- 2) Select Permanent for token expiration.
- 3) Scroll down and check the ads_management permission.
- 4) Click the Generate token button.
- Copy and save the token to share with Lotame.
Note: You may revoke access from the Lotame System User's token at any time by clicking on Revoke tokens in the System User view. WARNING: This will nullify ALL tokens previously created for the System User. It is not necessary to revoke access to previous tokens before generating a new one.
4. Share Details with Lotame for Final Configuration
You now have all the information needed to integrate your Meta (Facebook) Ads Account and receive custom audiences. The information to share with Lotame should include:
- Destination names to help Lotame identify which account(s) to send your custom audience(s) to, one per Ad Account
- Your Meta (Facebook) Ad Account ID(s)
- Meta (Facebook) System User Token AND API Version
A Lotame representative will create and share a Google document with you to securely share the relevant information.
Adding Additional Ad Accounts
In order to add more Meta Ad accounts to export audiences to, using the same System User, follow these steps:
- Destination name (To help distinguish multiple accounts)
- Your Meta (Facebook) Ad Account ID
- Meta (Facebook) System User Token AND API Version
- Share the above details with Lotame. A Lotame representative will create and share a Google document for you to securely share the relevant information.
1. Destination name
The destination name is the name you want Lotame to use to identify your Meta (Facebook) Ad Account. This is particularly important if you plan to request custom audiences for multiple Facebook Ads accounts so they can be easily differentiated.
2. How to retrieve your Meta (Facebook) Ad Account ID
This is found by doing the following on the Ad Accounts page in your Business Settings
- Select Ad Account in the left menu
- Select the Ad Account Name you are configuring for use with Lotame
- Copy the Ad Account ID on the right
3. Add your additional Ad Account to your system user
3.1 Add System User Permissions
Note: System User permissions have to be set for each Ad Account.
Setup from your Business Manager settings (https://business.facebook.com/settings), required for new ad accounts:
- Select your System User created for Lotame under Users → System Users.
- Click Add assets, then Ad accounts in the left menu.
- Select your ad account(s) and enable Manage campaigns.
- Click Save changes
3.2 Generate token
From your Business Manager settings (https://business.facebook.com/settings):
- Select your System User created for Lotame under Users → System Users.
- Click Generate new token.
- In the pop-up perform the following:
- 1) Select the app created for Lotame.
- 2) Select Permanent for token expiration.
- 3) Scroll down and check the ads_management permission.
- 4) Click the Generate token button.
- Copy and save the token to share with Lotame.
You may revoke access from the Lotame System User's token at any time by clicking on Revoke tokens in the System User view.
4. Share Details to Lotame for Final Configuration
You now have all the information needed to integrate your Meta (Facebook) Ads Account and receive custom audiences. The information to share with Lotame should include:
- Destination names to use in Lotame's platform, one per Ad Account
- Your Meta (Facebook) Ad Account ID(s)
- Meta (Facebook) System User Token AND API Version
A Lotame representative will create and share a Google document with you to securely share the relevant information.
Updating Your Ad Account API version
Lotame will occasionally ask you to update our latest supported Meta Marketing API version.
To update your version, do the following:
- Go to Meta for Developers.
- Select My Apps and click on your "Lotame Integration" app title.
- Select App settings and then select Advanced
- In the "Upgrade API version" section, select the dropdown under "Upgrade all calls" and select the latest version.
The official instructions from Meta can be found here: https://developers.facebook.com/docs/graph-api/advanced/api-upgrade#implement-a-new-version
Troubleshooting Steps
If there are issues with using the token, confirm the token has the proper permissions by pasting it into Meta's debugger at https://developers.facebook.com/tools/debug/accesstoken. You should see the following values:
- App ID should match the ID of your app created in 3.1 Create a Marketing API App
- Type should be "System User"
- Expires should be "Never"
- Valid should be "True"
- Scopes should include "ads_management"
Also ensure that your app and ad account(s) have been added as described in 3.3 Add System User permissions. You may confirm this in your Business Manager settings by going to Users → System Users, selecting your System User, and expanding the assigned asset details for the app and ad accounts.
Correct any settings as needed. Finally, if any settings shown in Meta's token debugger do not appear to have been updated, get a new token by following 3.4 Generate token.
Request Custom Audiences using the Meta (Facebook) Ads Integration
- Once a contract is executed and the integration details above are complete, Marketers can request custom audiences by sending details about your audience targeting needs and criteria to the appropriate regional alias below. You can also reach out directly to your local Lotame Data Sales Representative.
North America • USCANdataRFP@lotame.com
EMEA • EMEAdataRFP@lotame.com
LATAM • LATAMdataRFP@lotame.com
APAC • APACdataRFP@lotame.com
- Once our data experts have confirmed the details of your custom audience(s), they will export the audience(s) directly to your Meta Ads Seat integrated per the above instructions (~24-48 hours).
- Your audience(s) will automatically be created in your Meta (Facebook) Ads account (~1 hours).
Note: It's not unusual to sometimes see low match rates when delivering data to Meta Ads. This can be due to several reasons, including but not limited to:
Meta Ads only count unique visitors matched to individual accounts across Meta platforms within a selected time frame. (For example: Two Mobile Advertising IDs or a Mobile Advertising ID and HEM might be one individual.)
Meta Ads also exclude people who have opted out of Meta ads based on website and/or app usage.
Not all qualified individuals may be active across, or utilize Meta.
On average, the typical audience takes between one week to 30-days to fully ramp. Where possible, try building a ramp up period into any campaign timelines to ensure maximized volumes. Should you require additional volume to meet your targeting needs, please reach out to your regional data sales experts ASAP- as they can supply recommendations to help scale you audience(s).
How to locate your audiences in Meta (Facebook) Ads account
Once exported, your custom audiences should be available in your Meta (Facebook) Ads account within one hour.
To find your custom audiences within Meta (Facebook) Ads, Business Manager > All tools > Assets > Audiences.
How to report the usage of your audience in Meta (Facebook) Ads
All clients are required to report the impressions served ("usage") of all the audiences requested and targeted across Meta (Facebook and Instagram) on a monthly basis.
On the first of each month, Lotame will send an email requesting usage for the previous month as well as a deadline for submission. Impression reporting for this integration can be enabled via Meta Ads Reporting. Follow the instructions here to report usage to Lotame.
How to manually create a Meta (Facebook) usage report:
Impression ("Usage") reporting for this integration can be enabled via Meta Ads Reporting. Follow the instructions here to report usage to Lotame. If you need to manually create impression reporting, see steps below:
- Log in to your Meta (Facebook) Ads Manager account and navigate to Ads Reporting.
Click Create Report
From the Choose a layout select “Pivot Table” and click Continue
In the upper-left corner, Enter a name for your report, and select all of the ad accounts that are receiving custom audiences from Lotame.
- Select last month in the upper-right corner
Under the Breakdowns tab on the left side of the page, select “Campaign Name” and “Ad Set Name”
- Under the Metrics tab on the left side of the page, select “Impressions” and “Included Custom Audiences”
Click the Export icon in the upper-right corner.
FAQs
Please contact support@lotame.com for questions about this integration.
Please contact your local Lotame Data Sales Representatives for custom audience inquires:
North America • USCANdataRFP@lotame.com
EMEA • EMEAdataRFP@lotame.com
LATAM • LATAMdataRFP@lotame.com
APAC • APACdataRFP@lotame.com
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