How does Opensend enable retargeting with ads via Facebook integration?

Retargeting users on Facebook has become more difficult given the rise of cookie-less browsers. Facebook's pixel will only recognize a small percentage of your web traffic. However, if you know the email addresses of the people you want to target, you can still do so. That's where Opensend comes in - recognizing the user, and uploading their email addresses into your Facebook custom audience so you can retarget them with ads.

Opensend integrates directly with Facebook and takes care of hashing the email addresses as per Facebook's standards so that this process can be fully automated. As an added benefit, in cases where we identify more than one email per visitor, we'll deliver each to Facebook (whereas we deliver only the most active address to your email marketing platform). These additional addresses increase the odds of a match to the visitor's Facebook account email, and don't count towards your resolved identity quota.

How do I integrate Opensend with Facebook/Meta to enable Programmatic Retargeting?

Prerequisites

You will need to confirm that you have the following items created and completed on Facebook before setting up integration with Opensend.

REQUIREMENT	ORIGIN	DESCRIPTION
Facebook Business Manager	Facebook	A centralized tool to manage your brand’s Facebook assets (for example, ad accounts, pages, apps).
Facebook Ad Account	Facebook	An active Facebook ad account tied to your brand’s business manager. Ensure that your Facebook business manager admin has granted you either “Manage Campaigns” or “Manage ad accounts” permissions to the Facebook ad accounts you plan to use with Opensend. Also ensure that you have accepted your ad account terms and conditions.
Facebook Custom Audiences Terms	Facebook	Accept Facebook’s Custom Audiences Terms for your Facebook ad accounts you plan to use with Opensend. Your terms of service can be found at the following link: https://business.facebook.com/ads/manage/customaudiences/tos/?act=<your_ad_account_id>

Method 1: Using Opensend's Facebook App(Recommended)

1. Select the integration method

On the integrations tab, under Facebook, you will be asked to Choose an integration method, select "Using Facebook Login".

2. Connect to Facebook

a. Click on "Connect to Facebook" button.
b. It will then show you a popup to authenticate the login if you are already logged into your Facebook account. Click on "Continue as [Your Username]"
If you are not logged in already, it will prompt to login first.

c. Make sure the toggle for "Manage ads for ad accounts that you have access to" is enabled and Click "Done"

 d. Click "Ok"

 

3. Go back to the Opensend dashboard > Integrations > Facebook.

4. Select your ad account from the “Ad Account” drop-down menu. 

5. Select a custom audience where you want to receive contacts OR create a new custom audience for Opensend contacts. You can name it “opensendcustomaudience”.

6. Click “Submit”.

7. Upon successful submission, enable the Facebook integration by clicking the toggle button at the top.
Note: If you are running into any issues, please see the notes here on most common causes.

Method 2: Using Facebook Access Token

1. Select the integration method

On the integrations tab, under Facebook, you will be asked to Choose an integration method, select "Using User Access Token".

2. Add the Facebook/Meta details in the Opensend Dashboard

You will be asked to enter the Access token, Ad account, and Custom audiences information from your Facebook account to enable the Opensend integration.

3. Get the access token from Facebook/Meta

To obtain the Facebook access token, log in to your Meta Business Suite and follow the instructions below.

a) Go to Meta Business Suite and open “Settings”.

 

b) Click on “Apps” under “Accounts” on the left-hand pane. Next, click on “Add” under the “Apps” section and select “Create a new app ID”. 

c) Select “Other” on the next page under “Add use case”.

d) Select “Business” as the app type.

e) Enter the app name, email and select a business account. Then click “Create app”.

f) Go to the Business Settings page and click “System users”. Then add the app under the available system user by clicking “Add assets”.

g) Allow the user to have full control of the app by enabling all access types under “Partial access” and “Full control”. Click "Save changes".

h) Choose the system user that was given full access and click on “Generate new token”.

i) Select the newly created business app from the list.

j) Choose “Never” to generate a token without an expiration date.

k) Select and assign “ads_read” and “ads_management” permissions.

l) Copy the newly generated “access token”.

m) After completing the steps detailed above, perform the following final actions. (Refer to the image below).

1. Go back to the Opensend dashboard > Integrations > Facebook > and paste the access token under “Access Token”.
2. Select your ad account from the “Ad Account” drop-down menu. 
3. Select a custom audience where you want to receive contacts OR create a new custom audience for Opensend contacts. You can name it “opensendcustomaudience”.
4. Click “Submit”.
5. Upon successful submission, enable the Facebook integration by clicking the toggle button at the top.

Notes:

a) Before enabling Facebook integration, kindly ensure that one of the primary delivery integrations is already activated, as Facebook integration requires at least one delivery integration to be enabled. 

b) If you cannot see your Ad Account in the Opensend Ad drop-down menu, please follow the steps mentioned below:

- Add permission to the Ad Account by clicking the "Add Assets" button and enabling "Full control" for "Manage ad accounts".

- Sometimes, you must generate a new token after updating the permission before the Ad account appears in the drop-down menu.