About Audience Sync

The Braze Audience Sync feature helps you extend the reach of your campaigns to many of the top social and advertising technologies. Through Braze Canvas, brands can dynamically and securely sync first-party user data into the advertising ecosystem to drive marketing and operational efficiencies.

Feature availability

All Braze customers will immediately have access to Audience Sync to Google and Facebook. To unlock additional Audience Sync destinations including TikTok, Pinterest, Snapchat, or Criteo, you will need to purchase Audience Sync Pro. Contact your Braze account manager for more details.

Use cases

• Targeting high-value users via owned and paid channels to drive incremental purchases or engagement.
• Creating lookalike audiences of your high-value users to optimize new user acquisition costs and conversions.
• Retargeting users with ads who are less responsive to other marketing channels.
• Creating suppression audiences to prevent users from receiving advertisements when they’re already loyal consumers of your brand.

Overview

Destination	Time to sync	Rate limit	Lookalike or actalike	Tips
Criteo	Up to 24 hours	250,000 requests per minute. Batched every 5 seconds with an auto-retry based on Google feedback.	Yes	Criteo supports up to 1,000 ad audiences. The minimum audience size is 500, and the recommend is over 20,000.
Facebook or Instagram	Up to 24 hours	190,000 ad accounts per hour	Yes	Facebook supports up to 500 ad audiences. Facebook requires audiences to be at least 1,000 users.
Google Ads or YouTube	Between 6 to 12 hours	Batched every 5 seconds with an auto-retry based on Google feedback	No	Customer match: Use either mobile ad, or email adress or phone number. Google Audiences require at least 5,000 users to start serving ads. The audience size will show as zero until there are at least 1,000 users.
LinkedIn	48 hours	LinkedIn processes 10 queries per second and 100,000 users per request. Braze batches users every 5 seconds.	AI predictive audiences	The minimum audience size is 300 members with location targeting taken into consideration. LinkedIn shows match the rate in the Braze dashboard.
Pinterest	Between 24 and 48 hours	Pinterest processes 7 queries per second and 100,000 users per request. Braze batches users every 5 seconds.	Yes	Pinterest audiences require at least 100 users.
Snapchat	N/A	Snapchat processes 10 queries per second and 100,000 users per request. Braze batches users every 5 seconds.	Yes	Snapchat supports up to 1,000 ad audiences.
TikTok	Between 24 and 48 hours	TikTok processes 50 queries per second and 10,000 users per request. Braze batches users every 5 seconds.	Yes	TikTok supports up to 400 ad audiences. TikTok audiences require at least 1,000 users to start serving ads.

^{When the rate limit is reached, Braze will retry syncs for 13 hours.}

How it works

To use Audience Sync to Google or Facebook, connect your ad account by searching for the partner on the Technology Partners page.

After connecting your ad account, you can create a Canvas with an Audience Sync step.

Next, select the partner to sync audiences.

For each partner, you’ll need to configure the following as part of your Audience Sync step:

• Ad account
• Audience
• Action to either add or remove users
• Fields to match

Keep in mind that Braze will sync users as soon as they enter the Audience Sync step within your Canvas.

For each Audience Sync destination, the partner may have different requirements for which fields we can send. Refer to the specific partner documentation for more details.

Audience Sync Pro

To use an Audience Sync Pro partner including TikTok, Pinterest, Snapchat, or Criteo, you’ll be able to select your partners based on your Audience Sync Pro purchase allotments in the Audience Sync Pro section on the Technology Partners page.

First, select the partners you intend to use by selecting Select Partners. Each purchase of Audience Sync Pro will provide you 3 allotted Audience Sync Pro destinations, which will be available within each of your workspaces within your dashboard.

After selecting your Audience Sync Pro destinations, connect your selected partner ad account by clicking on the partner tile.

Lastly, create your Audience Sync step in Canvas using this Audience Sync Pro destination.

Audience Sync error emails

If the error is related to the overall partner integration (such as an authorization issue), an email is sent to the user who connected the integration. If that user no longer exists, then the administrators will receive the emails.

If the error is related to issues with the Audience Sync component (such as “Audience Does Not Exist”) in Canvas, an email is sent to the user who set up the Canvas. If that user no longer exists, then it falls back to the company administrator.

To configure who will receive these emails, contact your customer success manager to add recipients under Notification Preferences. Because this feature will change the current behavior, you’ll need to immediately add recipients to this new notification preference as Braze doesn’t opt-in anyone by default, and to make sure no error emails are missed.

Data privacy considerations

When building audiences for Ad Tracking, you may wish to include or exclude certain users based on their preferences, and to comply with privacy laws, such as the “Do Not Sell or Share” right under the CCPA. Marketers should implement the relevant filters for users’ eligibility within their Canvas entry criteria. Below we list some options.

If you have collected the iOS IDFA through the Braze SDK, you will be able to use the “Ads Tracking Enabled” filter. Select the value as true to only send users into Audience Sync destinations where they have opted in.

If you are collecting opt-ins, opt-outs, Do Not Sell Or Share, or any other relevant custom attributes, you should include these within your Canvas entry criteria as a filter:

To learn more on how to comply with these Data Protection laws within the Braze platform, see Data Protection Technical Assistance.