Matching identifiers are contact fields that are used to match your Emarsys contacts to those known to the ad network.

Depending on the ad network, support for these matching identifiers and how they may be combined within a single audience varies by network:

Use the standard calendar function to select predefined or custom timeframes.

If you have used this audience in more than one ad-set, you can select the ones you want to report on. Note that ad-sets only using the audience for exclusion won’t be included for selection.

In the results summary section you can see the overall results of the selected campaigns.

The metrics shown are as follows:

• Costs – This is how much the campaigns have cost you during the selected timeframe, both as a total sum and as a cost per conversion.
• Impressions – This is how many times the ads were seen (including multiple views by the same contact).
• Revenue – This is the total revenue coming from purchases that followed a click on an ad, both as a total sum and as revenue per conversion.
• Clicks – This is how many times an ad in this campaign was clicked (including multiple clicks by the same contact).
• Mobile clicks – This is how many times a click was registered on a mobile device (including smartphones and tablets).
• Conversions – This is how many contacts clicked the ad and went on to complete whatever action is defined as a conversion for this audience, e.g. make a purchase or sign up for a newsletter.
• Mobile conversions – This is how many contacts clicked the ad on a mobile device and went on to complete a purchase.

• ROAS (Return On Ad Spend) – This is the Revenue divided by the Costs; in other words, the revenue generated for every dollar spent.
• CPM (Cost Per Mille) – This is the cost of 1,000 Impressions.
• CPC (Cost Per Click) – This is the cost of each click.
• Cost per conversion (also known as CPA) – This is the cost of each click that resulted in a conversion.

On the graph below you can select from a number of different metrics and project each one on the graph, for easy comparison. Hover your mouse over a particular day to see the exact figures for that day:

An audience is the name given to the user group in the network being targeted by your ad campaign. It is created after Emarsys sends the network a hashed list of email addresses or mobile phone numbers. The network checks these against its own database, and either creates an audience from the matches it finds, or generates a lookalike audience from profiles which share similar properties and interests to the source segment.

You can create up to 100 audiences per Emarsys account, and an audience may contain a maximum of 20 million contacts. If you require more audiences than this, Emarsys Support can increase the limit for you. Syncing more than 100 million contacts per connection across its audiences is not possible due to the rate limits of the ad network’s APIs.

Ad networks stipulate that audiences must reach a minimum size before it can be used for ad targeting. Read more about audiences in the respective documentation:

• https://developers.facebook.com/docs
• https://support.google.com/adwordspolicy/answer/6299717
• https://ads.tiktok.com/help/article/custom-audiences

Furthermore, you can sometimes refine an audience further in the network itself. For more information, see:

• Facebook Custom Audiences
• Google Customer Match

Automation Center audiences are the easiest and most flexible way to use social media as part of an omnichannel customer engagement strategy. Because you can dynamically add and remove contacts from the audience via the respective Automation Center nodes, you can define exactly the window of opportunity for your highly targeted ads campaigns, ensuring that your social ads budget is spent in the most effective way possible.

These audiences start empty and can only be filled by contacts who arrive at a certain point in an Automation Program. When a contact reaches the Digital Ads  Add to Audience node, they are sent to the network in real time and, if they match a user profile, that profile is added to the audience.

Contacts are only removed from Automation audiences when they pass through the removal node. To exclude contacts from your campaign, be sure to also use the Digital Ads  Remove from Audience node in the program and select the same audiences there that you selected in the Digital Ads  Add to Audience node.

As soon as you activate the program, it will start adding contacts to the audience according to your specifications. Once the audience has reached the minimum size defined by the network, these contacts will be targeted by the advertising campaign you have set up to target this audience.

Segment Audiences are based directly on an Emarsys segment that you create. The network will populate the audience with any user profile that matches one of the identifiers (email address or mobile phone number) in your segment.

Lookalike audiences are new custom audiences created by the ad network based on a custom audience you provide (which is itself based on a segment, such as Platinum Buyers). The networks use their own algorithms to find users who match the contacts in your audience, providing you with a great channel for acquiring new customers who share interests and/or friends with your existing customer base.