Connecting google and Facebook audiences

Manual Method via CSV Exports

1. To connect Google Ads and Facebook Ads, login to your Facebook Ads Manager and locate the Export button on the top right.

Choose CSV as the desired file format and click Export.

2. Similarly, go to your Google Account menu and select the Export option.  Select “CSV files with images in zip archive” OR “CSV files” as the format desired.  You can choose to export data from a particular campaign or all your campaigns. 

3. Import both the above CSVs into your chosen analytics and BI tool or your data warehouse.

Using APIs Provided by Facebook and Google

1. Facebook provides its “Marketing API” and Google provides its “AdWords API” for exporting data. 

2. You can write 2 separate programs, 1 each for Facebook and Google, to retrieve the data you want. 

3. Write a program(s) to perform the pre-processing that your destination tool/service likes. 

4. Import the data into your destination.

Using Hevo

Hevo is a cloud-based ETL solution, that can move data between 100+ cloud-based sources (including free data sources like Google Ads, Facebook Ads, etc.) and destinations, in a secure and reliable fashion.

1. Just create a new Hevo pipeline, and specify “Facebook Ads”  as the source, by clicking the Facebook Ads icon. 

2. Create another pipeline, and specify “Google Ads” as the source, by clicking the Google Ads icon. Hevo only needs “view” permissions on your Google AdWords account to pull campaign and reports data. 

3. Hevo lends itself easily for “Schema mapping” 

4. Hevo will create live pipelines to integrate data with the destination of your choice, with automatic updates. 

Hevo uses SSL encryption to secure your data in transit and is a time-tested mature solution.

How to find the reports you need to create custom Facebook Audience Segments

1.  Location/Demographics

Clicking the GEO report will allow you to segment your user base by location. You can discover which country or city is bringing you the most qualified traffic. You can sort this traffic by transaction and conversion rate. This will help you define your most profitable audience. See the image below. You can find this report by following.

Audience > GEO > Country > City

2. Gender

This is always a area of contention. Often people feel that there product leans towards a certain gender; however,  being data driven will allow you to answer this question with the gender the report. You should evaluate the conversion rate and revenue from these two segments.

Audience > Demographics > Gender

3. Interest

There are three categories in Google Analytics are Affinity Groups, In-Market and Others. The group that is further down the conversion cycle is in the In-Market Segments. This segment is closer to users who actually searching for your product category which would be a better estimation of consumer interest.  These can be added or even exclude from your Facebook Targeting list.

Audience > Interest > In Market