Overview
GroundTruth supports impression-based retargeting to Meta platforms (Facebook and Instagram).
Reach users on Facebook and Instagram who have already been exposed to your GroundTruth ad campaigns. By placing a Meta impression tracking pixel on your GroundTruth ad creatives, you can collect real-time ad exposures and build a high-intent Custom Audience inside Meta Ads Manager.
No Website Click Required: Users do not need to click on your ad or visit your website to be added to the retargeting pool.
Impression-Based Tracking: Whenever a user is shown your ad unit across GroundTruth inventory, the embedded Meta tracking pixel fires in the background, logging that impression event directly to your Meta Events Manager.
Cross-Platform Re-Engagement: Once logged, Meta can match those user impressions to active Meta profiles, allowing you to run follow-up campaigns on Facebook and Instagram targeting users who were exposed to your GroundTruth ads.
Step-by-Step Configuration
Setting up Facebook retargeting is a two-part process: configuring the pixel on GroundTruth and creating the audience in Meta (Facebook).
Step 1: Add the Facebook Pixel to Your GroundTruth Creative
- Log into Facebook Ads Manager and navigate to Events Manager.
- Choose Connect Data Sources, then select Connect to Website to create a pixel for your Facebook account.
- In GroundTruth Ads Manager, navigate to the creative unit you want to track (build the impression-based audience from).
- Scroll down and expand the Advanced options section.
- Under External Trackers - Pixels, paste your Facebook pixel URL into the input field.
- Replace the 000000000 with your Facebook Pixel ID, and replace EventName with your preferred event tag (e.g., GroundTruthImpression)
- Click Add to attach the pixel tracker, then save your creative.
Step 2: Create the Custom Audience in Facebook Ads Manager
- Once the pixel is created and the code is installed on Ads Manager, return to Facebook Events Manager.
Go to the Audiences menu, click Create Audience, and select Custom Audience.
Choose Website (or Web Data Source) as your source. Note: Facebook categorizes image-pixel tracking under Website events.
Select your Facebook Pixel and set the event rule to match the specific EventName (e.g., GroundTruthImpression) you configured on GroundTruth (or select All Website Visitors if using a general pixel tag).
Set your retention window (e.g., 30, 60, or 90 days), name your audience, and click Create Audience.
Technical Considerations
Latency & Data Processing: Meta typically processes incoming pixel events within 1 to 2 hours, though populating a usable Custom Audience can take 24 to 48 hours as Meta matches impressions against user accounts.
Minimum Audience Size Requirements: Meta requires a Custom Audience to reach a minimum of 100 active users before it can be used in an active Facebook ad campaign. For optimal delivery and bidding efficiency, we recommend building an audience pool of at least 1,000 to 5,000 impressions.
Pixel Format: Ensure you use Meta's image tracking URL (<img src="..."/ 1x1 image pixel format) rather than a JavaScript snippet, as ad environments only support standard image tag URLs under External Trackers.
Facebook Retargeting Tutorial on Ads Manager
FAQs
Can I build a Meta retargeting audience from users who saw my GroundTruth ad but didn't click? Yes. This setup is specifically designed for impression-based retargeting. Anyone exposed to your ad on GroundTruth will be added to your Meta audience, regardless of whether they clicked through to your site.
Where can I find my Meta (Facebook) Pixel ID? You can find your Pixel ID inside Meta Business Manager by navigating to Events Manager then Data Sources. Your Pixel ID is the 15-digit number displayed near your dataset name.
For detailed instructions on managing pixel datasets, troubleshooting event firing, or configuring Meta ad sets, please refer to [Meta's Official Business Help Center].
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