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.
• CAPI Audiences (Website Custom Audiences) — build a Custom Audience that is populated server-side through the Conversions API against a Pixel, instead of a direct customer-list upload.
• Conversions API (CAPI) — send server-side conversion events enriched with first-party identifiers and values, complementing or replacing Meta Pixel browser tracking.

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.

Two ways to connect

When you connect Meta Ads, you choose how BPP is authorised. Both use "Log in with Facebook" and give BPP the same abilities — they differ in who the permission belongs to and how long it lasts.

	Business login (recommended)	User login
Permission belongs to	Your Meta Business Portfolio	The person who signs in
Lifetime	Does not expire	~60 days, then you must reconnect
Survives the connecting person leaving	Yes	No
Requires a Business Portfolio	Yes	No — a personal Facebook profile works
You must be an admin of the Business Portfolio	Yes	No

• Business login authorises BPP through Facebook Login for Business with a token that belongs to your business. Connect once, and you don't have to re-authenticate periodically or worry about staff changes. This is the recommended option if you run your ads through a Meta Business Portfolio.
• User login authorises BPP through your personal Facebook login. It's simpler to start with (no Business Portfolio needed), but the permission expires roughly every 60 days, so you'll be prompted to reconnect from time to time.

With either option 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).

Prerequisites

• For Business login: a Meta Business Portfolio (Business Manager) that owns the ad account you want to use, and admin rights on it — only admins can authorise BPP.
• For User login: a Facebook account with access to the ad account you want to use.
• 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 CAPI (audiences or signals): a Meta Pixel linked to the ad account you want to use.

Setup

1. Navigate to Connections and click New Connection.
2. Select Meta Ads as the connection type.
3. Choose your connection option — Business login or User login (see Two ways to connect).
4. Click Authenticate with Facebook. You will be redirected to Facebook, where you:
   • Log in with your Facebook account.
   • For Business login, choose the Business Portfolio and grant BPP access to the ad accounts (and Pixels) it may use.
5. Back in BPP, select the Ad Account to use for this connection. The connection stays inactive until an ad account is selected and saved.
6. Give the connection a name and click Save.

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

Selecting the ad account and Pixel happens in BPP, after sign-in — not on Meta's screens. For Business login you grant BPP access to your assets during sign-in; you then pick the specific ad account here, and (for CAPI destinations) the specific Pixel when you configure the destination.

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 (customer_match) only. CAPI Audiences and Conversions API (signal) destinations are governed by a different Meta agreement and are not affected by this check.

How BPP handles PII

Meta 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.

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

Custom Audiences are matched on hashed email and/or hashed phone — provide both for the best match rate. For CAPI (audiences and signals), BPP sends the identifier fields you map for the destination, hashed where Meta requires it.

Supported export types

Export type	Used with	Notes
Custom Audiences	Audiences	Direct customer-list upload of hashed email and/or phone. Requires Custom Audiences ToS acceptance.
CAPI Audiences	Audiences	Website Custom Audience populated via the Conversions API. Requires a Pixel and an event name.
Conversions API (CAPI)	Signals	Server-side conversion events with a value and mapped identifiers, sent via CAPI.

Reconnecting

• Business login connections do not expire, so reconnecting is rarely needed.
• User login connections expire roughly every 60 days — you'll be prompted to reconnect, which restores the connection without reconfiguring it.

A connection can also 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 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 (Business login)	You are not an admin on the selected Business Portfolio. Ask a Business Portfolio admin to create the connection, or use User login.
The ad account you want isn't available to select in BPP	For Business login, it wasn't granted during sign-in — re-authenticate and make sure the ad account is included on Meta's asset-sharing screen. You can also enter the ad account ID manually.
Connection shows Error after working fine	For User login, the ~60-day permission expired — reconnect. Otherwise BPP's access was revoked in Meta Business Manager, or the ad account moved to another Business Portfolio. Re-authenticate to restore.