You may have been using website pixels and email lists to create custom audiences for Facebook advertising for a while now but did you know that you can drastically increase your match rate by using multiple identifiers beyond just their email address?
Gather up your customer data and see how robust of a Facebook audience you can create and then use them as an advertising group who is familiar, and likely to engage with, your messages.
| Data type | Column header | Description and formatting guidelines | Examples |
|---|---|---|---|
| We accept up to 3 separate email address columns in US and international formats. |
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| Phone Number | phone | Phone numbers must include a country code to be used for matching. For example, a 1 must precede a phone number in the United States. We accept up to 3 phone numbers as separate columns, with or without punctuation.
Important: Always include the country code as part of your customer’s phone numbers, even if all of your data is from the same country. |
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| First Name | fn | We accept first name and first name initial, with or without accents. Initials can be provided with or without a period. |
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| Last Name | ln | We accept full last names with or without accents. |
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| City | ct | We accept full city names as they normally appear. |
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| State/Province | st | We accept full names of US and international states and provinces, as well as the abbreviated versions of US states. |
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| Country | country | Country must be provided as an ISO two-letter country code.
Important: Always include your customers’ countries in their own column in your file, even if all of your data is from the same country. Because we match on a global scale, this simple step helps us match as many people as possible from your customer list. |
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| Date of Birth | dob | We support 18 different date formats to accommodate a range of month, day and year combinations, with or without punctuation. |
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| Year of Birth | doby | We accept year of birth as a 4- digit number, YYYY. | 1986 |
| Age | age | We accept age as a numerical value. |
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| Zip/Postal Code | zip | We accept US and international zip and postal codes. US zip codes may include a 4-digit extension as long as they are separated by a hyphen. The extention is not required and will not further improve match rate. |
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| Gender | gen | We accept an initial to indicate gender. |
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| Mobile Advertiser ID | madid | We support 2 types of mobile advertiser IDs: Android’s Advertising ID (AAID), which Google provides as part of Android advertising, and Apple’s Advertising Identifier (IDFA), which Apple provides as part of iOS in its ads framework. |
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| Facebook App User ID | uid | An ID corresponding to someone who uses an app that can be retrieved through the Facebook SDK. We support numerical user IDs associated with your facebook application. |
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