Outbound Integration
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      1. Data Talks CDP Help Center
      2. Integrations
      3. Outbound Integration

      Sharing Segments to Meta, Google Ads, and X

      Target your fans smarter: create high-converting ad audiences using real-time supporter data from your CDP

      Why Use Custom and Lookalike Audiences in Sports Marketing?

      Custom audiences allow you to target real fans based on known data—like buyers, season ticket holders, or VIP members—while lookalike audiences help you find new potential fans who resemble your existing supporters.

      In sports, this means you can:

      • Retarget ticket buyers who haven’t renewed for the season.

      • Show merchandise offers to fans who attended a recent match.

      • Reach similar audiences to your loyal supporters before a key fixture.

      • Promote live-streams or fan experiences to fans who engaged on social media.

      This form of hyper-targeted advertising maximizes return on ad spend (ROAS) by ensuring your ads reach people most likely to convert.

      Integration Overview

      To share your CDP segments with advertising platforms, you’ll first need to activate integrations in the platform:

      1. Go to Admin > Integrations.

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      2. Connect your accounts for:

        • Meta (Facebook, Instagram) – Business Manager required.

        • Google Ads – Connect your Ads account.

        • X (Twitter) – Custom audience support available.

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      Please note that you have the option to configure multiple Meta Business Manager and Advertising accounts. 

      Sharing a Segment

      Segments can be shared directly from the segment builder in the CDP:

      1. Create a new segment or open an existing one.

      2. On the right-hand side panel, locate “Share Profiles to External Systems.”

      3. Choose the desired destination (e.g., Facebook).

      4. Choose:

        • Ad-hoc (one-time sync).

        • Recurring (profiles are kept in sync automatically).

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      Naming: In Meta, your shared audience will be named:
      [Segment Name] - CDP [Segment ID] The Segment ID you can find in the Segment list view or simply in the URL of your selected segment.

      Matching & Profile Counts

      • Meta (Facebook/Instagram) matches primarily by:

        • Email address

        • Phone number (if available)

      • Google Ads and X: match based on email and hashed identifiers.

      ✅ Note: Due to platform matching methods, you may see fewer profiles in Meta/Google/X than in the original segment. This is expected.

      Validating the Segment in Ad Platforms

      Once a segment is shared, validate its appearance:

      Meta Business Manager

      • Navigate to: Audiences

      • Confirm the name and profile count.

      Google Ads (when configured)

      • Go to: Tools > Shared Library > Audience Manager

      X Ads (when configured)

      • Go to: Tools > Audiences

      Things to Keep in Mind

      • Use email and phone number fields consistently across your data sources for better match rates.

      • Choose recurring segments to keep your ad audiences fresh.

      • Segment naming in the CDP directly maps to the ad platform audience names—use clear naming conventions.

      Final Notes

      Custom and lookalike audience integration is a powerful tool for sports organizations to:

      • Increase ticket sales

      • Grow fanbase reach

      • Promote merch drops, VIP events, or streaming services

      This connection between your CDP and ad platforms bridges the gap between data and action, enabling smarter, more personalized campaigns at scale and to expand on the traditional direct marketing channels.