You can send data about user behavior collected by Dynamic Yield to Facebook to enrich your targeting options. For example, you can send information about:
- Users who viewed products from a specific category (e.g. viewed any product from the Shoes category)
- Users who arrived at the site from a specific traffic source (e.g. Direct)
- Users who interacted with products that have unique properties (e.g. users who purchased a product that costs more than $150 or which is tagged with “Fall 2018”)
- Users who clicked or hovered over any element on your site (e.g. tried to enter a coupon on the checkout page and did or did not succeed)
- Users who experience or will experience a specific weather condition now or anytime later this week (e.g. it’s raining today)
- Time on a page (e.g. users that lingered for over a minute in the “return policy” page)
Integrating with Facebook
- In Dynamic Yield’s Console:
- Create a Custom Code Campaign.
- Set any targeting condition (e.g. users who belong to Audience “X”, or traffic source is Direct). These users, once they meet the conditions and the Custom Code is activated for them, will be “tagged” for the purpose of Facebook segmentation.
- Create a variation, and choose the “Fire a Facebook Event” template.
- Define a name for the Event – this is the event name that will appear in your Facebook account.
- Save the Custom Code campaign.
- Implement Facebook pixel the in the head tag of your website.
- In Facebook’s Audience Manager:
- Create a Custom Audience of type “Website Traffic”.
- Choose the event name in the condition dropdown. It might take a few minutes until the event appears in the dropdown from the moment it is first fired on your site.
- Set the number of days that visitors should remain in the audience after triggering the Custom Code, based on the use-case. Under urgent circumstances and scenarios (e.g. users who didn’t complete a purchase or removed an item from cart), a smaller number of days is recommended, while longer time spans can be used for general scenarios.
- Name the audience and save it.
You can now create ads on Facebook using the audiences you created. If the Facebook Audience was created immediately after you launched the Custom Code, the audience will start out empty and will gradually increase in size, as more visitors meet the conditions onsite.
Extending Your Reach with Facebook’s Lookalikes
The enhancement is twofold, as you can use Facebook’s Lookalike capability to target users who are similar to the granular and specific DY Audiences. As an example, once you’ve created an audience of “Heavy Purchasers”, you can enable Facebook to target similar users out of its broad user base.