An audience tells Meta who sees your ad. Open Marketing → Ads → Audiences.
In the US, real estate ads are housing ads. A housing ad cannot target people by age, gender, ZIP code or interests. It also cannot use lookalike audiences. It can show to two kinds of audience:
- A segment of your contacts. Berchtold sends the segment to Meta as a customer list.
- Website visitors. These are people who visited your website. They come from the website pixel.
Before you start
- Connect your own Facebook & Instagram in Settings → Integrations, under Your connections. See Connect Meta.
- On the same card, choose the ad accounts you report on. Each audience belongs to one of them.
Add an audience from a segment
- Select Add from a segment.
- Choose the ad account and the segment.
- Select Review. Berchtold shows the ad account, the segment and how many people go to Meta.
- Select Send to Meta.
Only some contacts go:
- The contact is one of your own contacts. If you may work with every contact, contacts with no owner go too. Another member's contacts never go.
- The contact is subscribed to one of your marketing lists.
- The contact did not ask to get no email, and their address is not blocked.
Berchtold sends only the email address and the phone number. It scrambles them (hashes them) before they leave Berchtold. Meta matches them to Facebook and Instagram users within a few hours.
The audience updates every day. A contact who leaves the segment or unsubscribes leaves the audience the next day. When no contact is left, Berchtold removes the audience from Meta.
Meta needs about 100 matched people to show an ad to an audience.
Meta's Custom Audience terms
The first time, Meta can ask you to accept its Custom Audience terms for the ad account. The audience then shows Needs Meta's terms. Select Accept Meta's terms, and accept them in Meta. The audience updates the next day.
Add website visitors
The website pixel must be on first. See the next part.
- Select Add website visitors.
- Choose the ad account. The pixel must be shared with it in Meta.
- Choose All pages or Listing pages, and how many days a visitor stays in the audience (1 to 180).
- Select Review, then Make audience.
The website pixel
The pixel sends what happens on your websites to Meta. It sends page views, listing views, home searches and leads. A workspace admin chooses it.
- In Website pixel, select Choose pixel.
- Choose one of your ad accounts. Then choose one of its pixels, or Make a new pixel.
- Select Review, then Turn on.
Your websites start to use the pixel within 5 minutes. To stop it, select Turn off.
Consent first
The pixel loads only after a visitor accepts cookies. Nothing goes to Meta before that, even when your website tracks visits without asking. A visitor who declines sends nothing at all.
- Websites built in Berchtold show a cookie notice. With the pixel on, the notice names Meta, Facebook and Instagram. The privacy policy names Meta too.
- Your own website and WordPress: your cookie notice must name Meta (Facebook and Instagram ads). Your notice must also tell Berchtold what the visitor chose. Ask your web developer to add
berchtold.consent(true)when a visitor accepts, andberchtold.consent(false)when they decline.
Do not also add the Meta pixel to your website yourself. If you do, Meta counts each visit twice.
Leads from your website
A visitor who accepted cookies may send one of your Berchtold forms. Then the visitor's browser tells Meta about the lead. Berchtold also tells Meta directly, through Meta's Conversions API. It sends the visitor's scrambled email and phone number. Meta counts the lead once.
Delete an audience
Select Delete on the audience. Meta removes it from your ad account. An ad that uses it stops showing to it.
Through Claude, ChatGPT or Muse
Ask your assistant to list, add or delete an audience, or to choose the website pixel. It shows you what goes to Meta first, and waits for your OK.