Our Meta integration allows you to push Intent Metrics to your Meta ads to target more appropriate campaigns and exclude irrelevant audiences.
Once you have set up the integration within the platform, you can follow the steps below to verify data is sending as expected, and to build custom audiences
Verifying Data
1) Using Meta Pixel Helper you will be able to see Intent data being sent to your Meta pixel
2) Within your Meta ads account, you will be able to see Intent events within your Events Overview
Creating Custom Audiences
You can then create Custom Audiences in your Ads Account. To do this, first choose 'Website' as your source.
Then, select 'customerIntent' as the Event, and 'Refine by', 'Custom Parameter'.
You will then need to add in the custom parameter name and value that is being sent in the Pixel, dependant on your set-up choice. Please note these are case sensitive.
After this is done, simply name your audience and click 'Create audience'.
Use Cases
We’d recommend getting started looking at testing the following use cases with Meta.
Excluding re-marketing to those with a ‘Low’ max or peak Intent, or those who have a ‘High’ Expected Return. By excluding these audiences you are likely to save investment to those users who are likely to return organically, or have never shown an intent to purchase.
Instead prioritise spend on those who have shown a ‘High’ intent to purchase, but may have less likelihood of returning.
Personalising copy based on intent or stage. By personalising copy to be more appropriate to where customers are in their journey, you are able to give them the right messaging to move them forward in their journey without causing anxiety. For example, a customer at the beginning of their journey is likely to need messaging around Brand USPs whereas someone further along may react positively to scarcity or social proof style.