Meta Ads Connection

What you can do

• Custom Audiences — upload your first-party user lists to Facebook and Instagram for remarketing, lookalike audiences, and exclusion targeting.
• Conversions API (CAPI) — send server-side conversion events enriched with first-party identifiers and values, complementing or replacing Meta Pixel browser tracking.

Prerequisites

• A Meta Business Portfolio (Business Manager) that owns the ad account you want to use.
• You must be an admin on that Business Portfolio — only admins can authorise BPP. Regular employees cannot complete the connection on their own.
• For Custom Audiences: the ad account must have accepted Meta's Custom Audiences Terms of Service. See Custom Audiences — accepting the Terms of Service below.
• For Conversions API: a Meta Pixel linked to the ad account you want to use.

You do not need to create your own Facebook App or paste any tokens — BPP uses its own Meta app and handles authentication for you.

Setup

1. Navigate to Connections and click New Connection.
2. Select Meta Ads as the connection type.
3. Click Authenticate with Facebook. You will be redirected to Facebook, where you:
   • Log in with your Facebook account.
   • Choose the Business Portfolio to connect.
   • Choose which ad accounts (and, for CAPI, which Pixels) BPP can access.
4. After authentication, select the Ad Account to use for this connection.
5. Give the connection a name.
6. Click Save.

The connection status will show Active once authentication succeeds and an ad account is selected.

A connection that doesn't expire

Meta Ads connections authorise BPP through Facebook Login for Business. Instead of a permission tied to one person's Facebook login, BPP receives an access token that belongs to your business.

This means:

• The connection does not expire. You connect once and don't have to re-authenticate every couple of months.
• It survives staff changes. If the person who originally connected the account leaves the company, the connection keeps working.
• You stay in control. You can review and revoke BPP's access at any time from your Meta Business Manager, under Business settings → Integrations (or Connected apps).

Custom Audiences — accepting the Terms of Service

Meta requires every ad account to accept the Custom Audiences Terms of Service before it can receive uploaded customer lists. This is a one-time step, done per ad account, directly in Meta.

If you try to create a Custom Audiences destination on an ad account that has not yet accepted the terms, BPP blocks the save and shows an actionable error.

To accept the terms:

1. Open the Meta connection in BPP.
2. Follow the Ads Manager link in the connection drawer — it takes you to the Custom Audiences Terms of Service for that ad account.
3. Accept the terms in Meta.
4. Back in BPP, click I've accepted, recheck.

Once BPP confirms the terms are accepted, you can create the Custom Audiences destination.

This step applies to Custom Audiences only. Conversions API (CAPI) destinations are governed by a different Meta agreement and are not affected by this check.

How BPP handles PII

Meta Ads requires that personal data is anonymised before upload. BPP handles this automatically.

Email addresses — trimmed, lowercased, Gmail-normalised (dots removed, +tags removed), then securely hashed.

Phone numbers — formatting stripped, converted to international format (e.g., +14155552671), then securely hashed.

First and last names — trimmed, lowercased, diacritics removed (e.g., é → e), then securely hashed.

Device advertising IDs (mobile ad IDs) and Lead Ads IDs are used as-is without hashing.

If your data already contains pre-hashed values, BPP uses them directly.

Supported export types

Export type	Used with	Notes
Custom Audiences	Audiences	Upload hashed email, phone, first/last name. Requires Custom Audiences ToS acceptance.
Conversions API (CAPI)	Signals	Server-side events with value and identifiers sent via CAPI.

Reconnecting

Because the connection is tied to your business and does not expire, reconnecting is rarely needed. A connection can still show Error status if:

• Someone revoked BPP's access in Meta Business Manager.
• BPP lost access to the selected ad account (e.g., the ad account was moved to a different Business Portfolio).

To restore it, open the connection, re-authenticate via Facebook, and confirm the ad account selection. All audiences and signals using this connection will resume automatically on the next scheduled run.

Troubleshooting

Symptom	Likely cause
"Custom Audiences Terms of Service have not been accepted" when saving an audience destination	The ad account has not accepted the Custom Audiences ToS. Follow the Terms of Service steps above.
You can't complete the Facebook sign-in	You are not an admin on the selected Business Portfolio. Ask a Business Portfolio admin to create the connection.
The ad account you want isn't in the dropdown	It wasn't granted during Facebook sign-in. Re-authenticate and make sure the ad account is selected on Meta's asset-sharing screen.
Connection shows Error after working fine	BPP's access was revoked in Meta Business Manager, or the ad account moved to another Business Portfolio. Re-authenticate to restore.