Dynamic Product Audiences

Advantage+ catalog ads enables you to show people ads based on their cross-device purchasing intent. You can collect signals of user intent from mobile apps and websites then use this data to build an audience to target prospective customers.

This document covers how to:

• Set up User Signals for Events
• Associate User Signals to Catalog
• Create Product Audiences
• Retrieve Product Audiences

Step 1: Set Up User Signals for Events

To collect user signals, use App Events for your mobile app or Meta Pixel for your website.

App Events for Mobile

You must add the following events to your app through the Facebook SDK for iOS and Android:

All of these events should include a content_id (or a JSON array of content_ids).

Unlike the Meta Pixel, App Events has no product_catalog_id parameter. Therefore you must make an association between your catalog and app with the external_event_sources endpoint described below.

Examples

Add To Cart event on iOS:

[[FBSDKAppEvents shared] logEvent:FBSDKAppEventNameAddedToCart
      valueToSum:54.23
      parameters:@{
        FBSDKAppEventParameterNameCurrency    : @"USD",
        FBSDKAppEventParameterNameContentType : @"product",
        FBSDKAppEventParameterNameContentID   : @"123456789"
      }
];

Purchase event on iOS with two different items purchased with quantity:

[[FBSDKAppEvents shared] logPurchase:21.97
    currency:@"USD"
    parameters:@{
      FBSDKAppEventParameterNameContent   : @"[{\"id\":\"1234\",\"quantity\":2},{\"id\":\"5678\",\"quantity\":1}]",
      FBSDKAppEventParameterNameContentType : @"product"
    }
];

Purchase event on Android with two items purchased with quantity:

Bundle parameters = new Bundle();
parameters.putString(AppEventsConstants.EVENT_PARAM_CURRENCY, "USD");
parameters.putString(AppEventsConstants.EVENT_PARAM_CONTENT_TYPE, "product");
parameters.putString(AppEventsConstants.EVENT_PARAM_CONTENT, "[{\"id\":\"1234\",\"quantity\":2},{\"id\":\"5678\",\"quantity\":1}]");

logger.logEvent(
  AppEventsConstants.EVENT_NAME_PURCHASED,
  21.97,
  parameters
);

Purchase event on Android with two items purchased:

Bundle parameters = new Bundle();
parameters.putString(AppEventsConstants.EVENT_PARAM_CURRENCY, "USD");
parameters.putString(AppEventsConstants.EVENT_PARAM_CONTENT_TYPE, "product");
parameters.putString(AppEventsConstants.EVENT_PARAM_CONTENT_ID, "[\"1234\",\"5678\"]");

logger.logEvent(
  AppEventsConstants.EVENT_NAME_PURCHASED,
  21.97,
  parameters
);

Note that either CONTENT_ID or CONTENT can be used with Advantage+ catalog ads to report product IDs. The CONTENT param will allow you to provide additional information about the products.

Using a Mobile Measurement Partner

To use Advantage+ catalog ads with a mobile measurement partner (MMP), you should trigger separate required events as someone uses your app. The key interaction points you should track are when someone searches for products, views a product, adds something to a cart and purchases items. You should select the events at your MMP that correspond to the following standard Advantage+ catalog ads events:

Also, you need two additional parameters for each of the events to be registered successfully as a valid Advantage+ catalog ads event. These two parameters represent the ID of the item being viewed, added to cart or purchased and whether the ID is a product or a product group ID. The additional parameters available are:

Note: It is advisable to send the _valueToSum and fb_currency parameters when a purchase is made.

Use Meta Pixel for Websites

The following events must be added to your website, if applicable:

• Search
• ViewCategory
• ViewContent
• AddToCart
• Purchase

These events should be sent with the following data parameters:

Examples

A Search standard event is shown below. We recommend providing 5 to 10 items in content_ids from your top search results.

<!-- Facebook Pixel Code -->
<script>
!function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n;
n.push=n;n.loaded=!0;n.version='2.0';n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,
document,'script','https://connect.facebook.net/en_US/fbevents.js');
// Insert Your Facebook Pixel ID below. 
fbq('init', '<FB_PIXEL_ID>');
fbq('track', 'PageView');

fbq('track', 'Search', { 
  search_string: 'leather sandals',
  content_ids: ['1234', '2424', '1318', '6832'], // top 5-10 search results
  content_type: 'product'
});
</script>
<!-- End Facebook Pixel Code -->

AViewCategory event is shown below. We recommend providing 5 to 10 items in content_ids from your top results. Note that ViewCategory is not a standard event, thus the trackCustom function is used.

<!-- Facebook Pixel Code -->
<script>
!function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n;
n.push=n;n.loaded=!0;n.version='2.0';n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,
document,'script','https://connect.facebook.net/en_US/fbevents.js');
// Insert Your Facebook Pixel ID below. 
fbq('init', '<FB_PIXEL_ID>');
fbq('track', 'PageView');

fbq('trackCustom', 'ViewCategory', {
  content_name: 'Really Fast Running Shoes',
  content_category: 'Apparel &amp; Accessories > Shoes',
  content_ids: ['1234', '2424', '1318', '6832'], // top 5-10 results
  content_type: 'product'
});
</script>
<!-- End Facebook Pixel Code -->

A ViewContent standard event is shown below. For more details on Pixel setup, see Meta Pixel.

<!-- Facebook Pixel Code -->
<script>
!function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n;
n.push=n;n.loaded=!0;n.version='2.0';n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,
document,'script','https://connect.facebook.net/en_US/fbevents.js');
// Insert Your Facebook Pixel ID below. 
fbq('init', '<FB_PIXEL_ID>');
fbq('track', 'PageView');

fbq('track', 'ViewContent', {
  content_ids: ['1234'],
  content_type: 'product',
  value: 0.50,
  currency: 'USD'
});
</script>
<!-- End Facebook Pixel Code -->

An AddToCart standard event depends on how your eCommerce platform handles adding an item to a cart. If it is done dynamically this should be placed in an onclick event handler so it is triggered on the button click. If a separate page is loaded then the Pixel event can be fired like normal.

<!-- Facebook Pixel Code -->
<script>
!function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n;
n.push=n;n.loaded=!0;n.version='2.0';n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,
document,'script','https://connect.facebook.net/en_US/fbevents.js');
// Insert Your Facebook Pixel ID below. 
fbq('init', '<FB_PIXEL_ID>');
fbq('track', 'PageView');

// If you have a separate add to cart page that is loaded.
fbq('track', 'AddToCart', {
  content_ids: ['1234', '1853', '9386'],
  content_type: 'product',
  value: 3.50,
  currency: 'USD'
});
</script>
<!-- End Facebook Pixel Code -->

If the event needs to be fired on button click and there is no separate page that loads:

<!-- The below method uses jQuery, but that is not required -->

<button id="addToCartButton">Add To Cart</button>
<!-- Add event to the button's click handler -->

<script type="text/javascript">
  $( '#addToCartButton' ).click(function() {
    fbq('track', 'AddToCart', {
      content_ids: ['1234'],
      content_type: 'product',
      value: 2.99,
      currency: 'USD' 
    });  
  });
</script>

A Purchase standard event with two items with quantity:

<!-- Facebook Pixel Code -->
<script>
!function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n;
n.push=n;n.loaded=!0;n.version='2.0';n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,
document,'script','https://connect.facebook.net/en_US/fbevents.js');
// Insert Your Facebook Pixel ID below. 
fbq('init', '<FB_PIXEL_ID>');
fbq('track', 'PageView');

fbq('track', 'Purchase', {
  contents: [
    {'id': '1234', 'quantity': 2},
    {'id': '4642', 'quantity': 1}
  ],
  content_type: 'product',
  value: 21.97,
  currency: 'USD'
});
</script>

<!-- End Facebook Pixel Code -->

A Purchase standard event with two items:

<!-- Facebook Pixel Code -->
<script>
!function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n;
n.push=n;n.loaded=!0;n.version='2.0';n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,
document,'script','https://connect.facebook.net/en_US/fbevents.js');
// Insert Your Facebook Pixel ID below. 
fbq('init', '<FB_PIXEL_ID>');
fbq('track', 'PageView');

fbq('track', 'Purchase', {
  content_ids: ['1234', '4642'],
  content_type: 'product',
  value: 21.97,
  currency: 'USD'
});
</script>

<!-- End Facebook Pixel Code -->

Choosing the right content_type

If the page is about a specific SKU (specific size, color, and so on), then use product for content_type and pass the product IDs (that is, id column in the Product Feed) in content_ids. All AddToCart and Purchase events should use content_type=product because people buy specific products. People don't buy an amorphous shirt of indeterminate size and color; they buy a specific shirt with a specific size and color.

If the page is about a group of related products that vary by size, color, etc. but belong to the same product group, use product_group and pass the product group IDs (that is, item_group_id column in the Product Feed) in content_ids. A common usecase is a ViewContent page where the user has not chosen a size yet. Do not use product_group with AddToCart or Purchase.

It's important that the content_type matches the type of ID(s) included in the content_ids or contents parameter.

Passing the specific product IDs (content_type=product) allows Meta to recommend more relevant products because it knows which specific variant (size, color, and so on) the user expressed interest in. We will always show products (not product groups), even if content_type=product_group.

If no content_type is provided, Meta will match the event to every item that has the same ID, independent of its type. Sending content_type is recommended, as it will give you more control over which specific ID you want to match the event.

Step 2: Associate User Signals to Product Catalog

You need to associate your event sources with each of your product catalogs so that Facebook can get this data and display the correct product in an ad. You can do this by visiting your Business Manager's Catalog Page and clicking the Associate Event Source button. Make sure to select the app and Pixel that will be receiving the Advantage+ catalog ad events.

Alternatively, you can make a POST API call with a list of external event sources as a UTF-8 encoded query string parameters:

curl \
  -F 'external_event_sources=["<PIXEL_ID>","<APP_ID>"]' \
  -F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v24.0/<PRODUCT_CATALOG_ID>/external_event_sources

Note: You need to have permissions on the catalog, Pixel, and app as well as the business.

Parameters

Step 3: Create Product Audiences

The next step is to build product audiences based on the activity on your mobile apps and website. You can choose which events to use and target ads using your product audiences.

For standard app events, the audience will be aggregated under the ads Pixel event names:

• Search
• ViewContent
• AddToCart
• Purchase

Use these event names in your audience rules, even if it includes users on Android and iOS.

Create a product audience by making an POST API call to the /act_{ad-account-id}/product_audiences endpoint.

https://graph.facebook.com/v24.0/act_AD_ACCOUNT_ID/product_audiences

Parameters

Examples

To create an audience targeting people that viewed or added products to a cart, but didn't finish the purchase:

curl -X POST \
  -F 'name="Test Product Audience"' \
  -F 'product_set_id="<PRODUCT_SET_ID>"' \
  -F 'inclusions=[
       {
         "retention_seconds": 86400,
         "rule": {
           "event": {
             "eq": "AddToCart"
           }
         }
       },
       {
         "retention_seconds": 72000,
         "rule": {
           "event": {
             "eq": "ViewContent"
           }
         }
       }
     ]' \
  -F 'exclusions=[
       {
         "retention_seconds": 172800,
         "rule": {
           "event": {
             "eq": "Purchase"
           }
         }
       }
     ]' \
  -F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v24.0/act_<AD_ACCOUNT_ID>/product_audiences

If you want target people that viewed a product on the web with iPhone, but haven't purchased on any device, create the following audience.

This assumes that you include a userAgent parameter in your Meta Pixel.

curl -X POST \
  -F 'name="Test Iphone Product Audience"' \
  -F 'product_set_id="<PRODUCT_SET_ID>"' \
  -F 'inclusions=[
       {
         "retention_seconds": 86400,
         "rule": {
           "and": [
             {
               "event": {
                 "eq": "AddToCart"
               }
             },
             {
               "userAgent": {
                 "i_contains": "iPhone"
               }
             }
           ]
         }
       }
     ]' \
  -F 'exclusions=[
       {
         "retention_seconds": 172800,
         "rule": {
           "event": {
             "eq": "Purchase"
           }
         }
       }
     ]' \
  -F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v24.0/act_<AD_ACCOUNT_ID>/product_audiences

Retrieve Product Audiences

Once you create a product audience, you can retrieve it with the Custom Audiences API. You can get the original parameters used for audience creation with the data_source parameter.

A product audience is a specific type of custom audience that is dynamically generated from product events. The act_{ad-account-id}/product_audiences endpoint is a special POST endpoint to construct these audiences.

Examples

To retrieve Custom Audience:

curl -X GET \
  -d 'fields="data_source,subtype"' \
  -d 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v24.0/act_<AD_ACCOUNT_ID>/customaudiences

To retrieve a specific product audience:

curl -G \
  -d 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v24.0/<PRODUCT_AUDIENCE_ID>

Learn More

• Product Catalog Reference
• Custom Audience Reference