Instead of exporting a list to a file and uploading it manually, the audience remains connected to the ad platform. When a customer is added to or removed from the segment, the change is reflected there as well. This ensures that your ads always use the most recent version of your data.

Why does it matter?

Manually uploaded lists become outdated quickly. A customer who was at risk yesterday may have made a purchase today, and continuing to show them a reactivation ad means spending your budget on someone who has already returned.

Synchronization lets you use the same approach in paid advertising that you use in email or WhatsApp. You can:

• Retarget specific segments.
• Create lookalike audiences based on your best customers.
• Exclude those who have already made a purchase so as not to waste the investment.

Plus, it ensures consistency: customers see the same message in your ads as they do on your other channels, rather than offers that aren't relevant to their current situation.

Story mode

An online sports store creates a customer segment consisting of customers who bought sneakers six months ago and haven’t returned. It syncs this segment with Meta Ads and displays ads for new models. When Lucía, one of those customers, makes another purchase, she is removed from the segment and no longer sees the ad. No one had to update any lists.

How to Use It with Data4Sales

• Segments and clusters that are updated daily, based on actual purchase data.
• Audiences synchronized with Meta Ads and Google Ads for retargeting and lookalike audiences.
• With Orbis Audiences, you can build your audience using natural language and view an explanation of each filter.

Related terms

• Hearings
• Lookalike
• Retargeting
• Segments