What are Ad Audiences?
Ad audiences let you sync contacts from Conversion into advertising platforms like Google Ads, Meta (Facebook/Instagram), and LinkedIn. Instead of manually exporting and uploading CSV lists, Conversion automatically syncs audiences so your targeting always stays current.
When you create an ad audience sync, Conversion securely hashes contact identifiers (SHA-256) before sending them to the ad network. This ensures your data is never transmitted in plain text.
Why Use Ad Audiences?
Consistent targeting: Reach the same people across email, ads, and workflows.
Exclusions: Suppress customers or unqualified leads to avoid wasted spend.
Retargeting: Re-engage people who visited key pages, filled out forms, or dropped off mid-funnel.
Lookalikes: Use synced audiences to build high-performing lookalike models in Google, Meta, or LinkedIn.
Supported Platforms
Google Ads (including Search, Gmail, YouTube, Customer Match audiences)
Meta Ads (Facebook and Instagram via Custom Audiences)
LinkedIn Ads (Matched Audiences)
How to Connect an Ad Audience
Navigate to the Audiences section in Conversion.
Select the audience you want to sync.
Go to the Ad Audiences tab.
Click Create Ad Audience.
Enter a name for the ad audience. We recommend including “Conversion” in the name so it’s easy to identify in the ad platform.
Select the ad account you want to sync to (Google, Meta, or LinkedIn).
Confirm and save.
Once connected, Conversion will create a new custom audience in the selected platform. Existing members of your audience will be added immediately, and new members will sync automatically.
Sync Behavior
Frequency: Audiences sync automatically on a rolling basis (usually hourly, depending on the ad platform).
Hashing: Email addresses and mobile IDs are hashed before being sent.
Membership changes: As people join or exit your Conversion audience, they are automatically added or removed in the ad platform.
Initial processing: It may take up to 24 hours for Google, Meta, or LinkedIn to finish processing and make the new audience available in your campaign setup.
Match Rates
Match rates vary by platform:
Google: ~50–60% match rate depending on data quality (Customer Match).
Meta: Typically higher if both email and mobile ID are available.
LinkedIn: Strongest match for professional emails tied to LinkedIn accounts.
Best practice: Store multiple identifiers (email + phone + mobile_ad_id) in Conversion to maximize audience match across platforms.
Example Use Cases
Sync your “Open Opportunities” audience to LinkedIn to retarget decision-makers with ABM ads.
Push “Recent Demo Requests” into Google Ads for Search + YouTube remarketing.
Exclude “Active Customers” from Meta campaigns to prevent wasted impressions.