Retarget users on Facebook by potential return on ad spend (ROAS)

Using Segment and ClearBrain, you can predict and retarget users by their potential ROAS. ClearBrain automatically analyzes which of your users tracked in Segment have the highest propensity to convert, excludes users who are not incremental (e.g. those who will convert with or without an ad), and recommends audiences to retarget in Facebook Ads based on likelihood to convert from an ad impression.

How this works:
  1. Connect ClearBrain to Segment to sync user data with ClearBrain
  2. Configure a predictive goal in ClearBrain based on your target conversion event (e.g. Order Completed or Trial Started)
  3. Create a ClearBrain predictive audience based on your users with the highest propensity to convert (top 1% to 5%)
  4. Export the ClearBrain predictive audience as a trait back into Segment, and then as a custom audience or customer list to Facebook via Segment Personas
  5. Set the ClearBrain predictive audience as an exclusion group in your Facebook Ad retargeting campaigns
Steps to get started:
  1. Set up event tracking with Segment
  2. Send user data to ClearBrain
  3. Configure Personas Facebook Custom Audiences
Tools you need:
Connect Segment + ClearBrain

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How ClearBrain works with Segment

Setting up ClearBrain with Segment shortens your onboarding process from weeks to days. Segment provides a standardized schema of attributes and events which can be immediately processed into ClearBrain’s machine learning schema. No customization or additional engineering required. Additionally, using Segment’s historical replay you can import years of behavioral data to ClearBrain in a few hours, enabling you to skip a data collection period and move immediately to insights.

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