---
schema_version: "1"
id: fbe8347f22771a81a951cd6506eb9364b47a708560071e070e6c2df3cac5a579
title: Meta Activation Connector
collection: developer
version: current
locale: en-us
portal_url: https://docs.salesforce.com/developer/current/en-us/data-cloud/data-cloud-int/guides/metaadaudiences/c360-a-metaadaudiences-connector.md
canonical_url: https://developer.salesforce.com/docs/data/data-cloud-int/guide/c360-a-metaadaudiences-connector.html
source_site: developer.salesforce.com
content_type: documentation
content_hash: 5415171aabc66ed92ee53503be4157b8ec0866374ae4ca2fe4ea85304d08e2a9
products:
  - Data 360 Integration Guide
  - Data 360 Developer Documentation
---
# ![Meta](https://developer.salesforce.com/media/data-cloud-int/icons/Meta.svg '{"class": "image-icon-lg", "title": "Meta Activation Connector"}') Meta Activation Connector

Create activation targets and activate your Data 360 segments to Meta Ads Manager for targeted advertising.

- Available with add-on license: Ad Audiences

## Data Type(s)

- Structured

## Data Direction

The direction of available connection methods.

### Data Out

Create a connection for activating data to external platforms.

Supported connection method(s):

- Incremental
- Direct API

After the initial setup and segment activation, the [Meta Marketing API](https://developers.facebook.com/docs/marketing-api/audiences/) activates the new and updated user records incrementally. This connection also supports a full refresh to reload all information.

## Restrictions and Requirements

- **Minimum Audience Size**: Meta requires a minimum of 100 matched users in an audience before you can use the audience for ad targeting. See [About Custom Audiences](https://www.facebook.com/business/help/744354708981227) for more details.
- **Audience Time to Live (TTL)**: If an audience isn't used in any active ads for over two years, it's automatically flagged as an "Expiring Audience" and is deleted after 90 days from flagging. Use the audience in active ads within the 90-day window to avoid deletion. See [Meta Custom Audience Deletion](https://developers.facebook.com/documentation/ads-commerce/marketing-api/audiences/overview#custom-audiences-deletion).

  **note:** To prevent audience expiration, use the **Full Refresh** option before the TTL expires. You can also refresh at more frequent intervals to keep your records current.

## Considerations

- As required by Meta, Data 360 hashes all customer data with SHA256 during activation.
- For information about Meta's data use policies for custom audiences, see [Custom Audiences Terms of Service](https://www.facebook.com/ads/manage/customaudiences/tos/).
- For consent requirements in the European Economic Area (EEA), see [Meta's guidance on consent and data use](https://www.facebook.com/business/help/1415256572060999).

## Attribute Keys and Encryption

Here are the attributes that you can activate to Meta Ads Manager, along with related details. For more information, see [Customer File Custom Audiences](https://developers.facebook.com/documentation/ads-commerce/marketing-api/audiences/guides/custom-audiences).

| Attribute Display Name | Description | Suggested DMO Mapping | Data Type | Data Ingestion Format | Encryption State for Activation | Optional or Required |
| ---------------------- | ----------- | --------------------- | --------- | --------------------- | ------------------------------- | -------------------- |
| EMAIL | Email address of the user | ContactPointEmail > EmailAddress | String | Lowercase, trimmed | Encrypted with SHA256 | Required by Data 360 for matching |
| PHONE | Phone number of the user | ContactPointPhone > FormattedE164PhoneNumber | String | E.164 format, digits only, including country code | Encrypted with SHA256 | Optional |
| MADID | Mobile Advertising ID (IDFA or AAID) | Device > AdvertiserId | String | Lowercase, hyphens retained | | Optional |
| FN | First name of the user | Individual > FirstName | String | Lowercase, trimmed | Encrypted with SHA256 | Optional |
| LN | Last name of the user | Individual > LastName | String | Lowercase, trimmed | Encrypted with SHA256 | Optional |
| ZIP | Postal or zip code of the user | ContactPointAddress > PostalCodeText | String | Lowercase, no spaces | Encrypted with SHA256 | Optional |
| CT | City of the user | ContactPointAddress > CityName | String | Lowercase, no spaces, no punctuation | Encrypted with SHA256 | Optional |
| ST | State or province abbreviation of the user | ContactPointAddress > StateProvinceName | String | Lowercase, 2-letter ISO abbreviation where applicable | Encrypted with SHA256 | Optional |
| COUNTRY | Country of the user | ContactPointAddress > alpha2CountryCode | String | Lowercase, 2-letter ISO 3166-1 alpha-2 | Encrypted with SHA256 | Optional |
| GEN | Gender of the user | | String | "m" or "f", lowercase | Encrypted with SHA256 | Optional |
| DOBY | Year of birth of the user | | String | 4-digit year (YYYY) | Encrypted with SHA256 | Optional |

- The Data Ingestion Format specifies the required format for ingesting the attribute into Data 360.
- The Encryption State for Activation shows the state and type of encryption applied to each attribute in Data 360.

**note:** To improve match rates, provide as many attributes as possible. Meta matches users using a combination of identifiers. Email and phone are the highest-signal identifiers; name and address attributes supplement matching when combined with other keys.