[en] Facebook Tag API & Event Based Custom Audiences

First of all, english is not my native language so I’ll appreciate your feedback.

What is Facebook Tag API?

You can find the answer here, but, to be short, it gives you the power to create custom audiences, based on almost everything you can dream of. (not just URL)

How does it work?

It’s simple and the answer is also here. Instead of pushing the standard  code:

window._fbq.push(["track", "PixelInitialized", {}]);

now, you push your custom event:

_fbq.push(['track', eventName, customData]);

but in the real world it should look more like this

window._fbq.push(['track', 'emailClick', {}]);

The option to segment your audience based on events will become available only after the custom tag will be fired. So, place the custom tag on your website and wait.

In my case, the next day I had the option available in Facebook-> Ads Manager-> Audiences -> Create Audience -> Website Traffic -> Custom Combination -> Event

Screen Shot 2014-10-22 at 11.48.56 PM

New possibilities:

  • exclude users coming from a specific ad/campaign/whatever you set in your custom parameters
  • create custom audiences based on Google AdWords keywords
  • create audiences based on the dropdown lists selections/checkboxes/radios/clicks
  • create lists based on changed/entered fields values (like name, age, basically PII which I’m not sure Facebook has a specific policy about)
  • create segments based on time spent on site
  • create lists based on everything you can push in a variable

A lot of them can actually be done using Google Tag Manager but that’s another story.

If there is something misleading, does not apply or it’s wrong, please let me know and I’ll correct.


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