线下自定义受众

将访问过您的店铺、致电过您的客户服务或在线下采取行动的用户归到一起，并向他们投放 Facebook 广告。

例如，定位在过去 90 天内花费超过 1,000 美元的用户：

curl \
-F 'name=90d High Value' \
-F 'rule={"inclusions":{"operator":"or","rules":[{"retention_seconds":7776000,"event_sources":[{"id":"<OFFLINE_EVENT_SET_ID>","type":"offline_events"}],"filter":{"operator":"and","filters":[{"operator":"=","field":"event","value":"Purchase"}]},"aggregation":{"type":"sum","field":"value","operator":">","value":"1000"}}]}}' \
-F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/<VERSION>/act_<AD_ACCOUNT_ID>/customaudiences"

基于线下转化构建的自定义受众以上传到线下事件集的转化事件为基础。请参阅线下转化 API 文档。

创建受众

如要根据线下事件集创建自定义受众，相关帐户必须已在广告管理工具中接受自定义受众服务条款：

curl \
  -F 'name=My New Offline Event Set' \
  -F 'rule={"inclusions":{"operator":"or","rules":[{"retention_seconds":2592000,"event_sources":[{"id":"<OFFLINE_EVENT_SET_ID>","type":"offline_events"}],"filter":{"operator":"and","filters":[{"operator":"=","field":"event","value":"purchase"},{"operator":">","field":"value","value":"50+Sheet1!A2+Sheet1!A2+Sheet1!A2+"}]}}]}}'
  -F 'access_token=<ACCESS_TOKEN>' \
  https://graph.facebook.com/<VERSION>/act_<AD_ACCOUNT_ID>/customaudiences

下列参数与网站自定义受众最为相关：

受众规则

规则用于确定是否应将某个帐户管理中心帐户添加到此受众中。这些规则适用于通过线下转化 API 发送或使用线下事件管理工具手动上传的线下事件。规则会应用于特定事件或 custom_data 字段。如需查看完整详情，请参阅受众规则。另请参阅：

• 受众规则语法
• 规则集语法
• 包含/排除规则语法：在 event_source 下，将 id 设为 Pixel 像素代码编号，并将 type 设为 pixel。
• 筛选条件
• 筛选规则：如果要在筛选条件中指定事件，在 field 下使用 "event" 即可。与 Pixel 像素代码发送的事件匹配的参数（例如 'ViewContent'、'Purchase'）。
• 聚合函数

线下自定义受众规则示例

//Match all referring `favorite_food` containing the string `'pizza'` in the last 30 days:

{
    "inclusions": {
        "operator": "or",
        "rules": [
            {
                "event_sources": [
                    {
                        "type": "offline_events",
                        "id": "<OFFLINE_EVENT_SET_ID>",
                    }
                ],
                "retention_seconds": 2592000,
                "filter": {
                    "operator": "and",
                    "filters": [
                        {
                            "field": "custom_data.favorite_food",
                            "operator": "i_contains",
                            "value": "pizza"
                        }
                    ]
                },
            }
        ]
    }
}

匹配过去 30 天内消费不低于 100 美元的购物事件。考虑将此规则用于下列事件：

{
    "inclusions": {
        "operator": "or",
        "rules": [
            {
                "event_sources": [
                    {
                        "type": "offline_events",
                        "id": "<OFFLINE_EVENT_SET_ID>"
                    }
                ],
                "retention_seconds": 2592000,
                "filter": {
                    "operator": "and",
                    "filters": [
                        {
                            "field": "event",
                            "operator": "eq",
                            "value": "Purchase"
                        },
                        {
                            "operator": "or",
                            "filters": [
                                {
                                    "field": "value",
                                    "operator": ">=",
                                    "value": "100"
                                }
                            ]
                        }
                    ]
                }
            }
        ]
    }
}

匹配过去 30 天中商品颜色为 blue（由线下事件属性中 custom_data 的 color 字段定义）的购物事件。考虑将此规则用于下列事件：

{
    "inclusions": {
        "operator": "or",
        "rules": [
            {
                "event_sources": [
                    {
                        "type": "offline_events",
                        "id": "<OFFLINE_EVENT_SET_ID>"
                    }
                ],
                "retention_seconds": 2592000,
                "filter": {
                    "operator": "and",
                    "filters": [
                        {
                            "field": "event",
                            "operator": "eq",
                            "value": "Purchase"
                        },
                        {
                            "operator": "or",
                            "filters": [
                                {
                                    "field": "custom_data.color",
                                    "operator": "eq",
                                    "value": "blue"
                                }
                            ]
                        }
                    ]
                }
            }
        ]
    }
}

最佳实践

• 测试不同的受众，例如在过去频繁购物但最近未再次购物的用户，或仅购买过一种类别商品的用户。
• 根据消费表现较好的受众创建类似受众。