How the Boston Globe uses Facebook’s ad tools to seed stories with high-value readers.

The Facebook Pixel

To do this effectively, you need to implement a Facebook pixel on your site. It is super easy to do. Facebook gives you a snippet of code and the devs within your organization can drop it into the header. This Pixel will unlock significant amounts of data that you can use for targeting.

Creating A Custom Audience

Once you have the Facebook pixel up and running on your site, head over to to Facebook’s Audience Manager. Once you are within audience manager, you will be able to create a “custom audience”, this is an essential part of the targeting process.

Creating An Ad

Now that you have your audience, you need to create the ad that they will see. Hit the “Create Ad” button

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2018 Nieman Fellow @ Harvard. I make things happen on the internet for The Boston Globe & Boston.com

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Matt Karolian

Matt Karolian

1.8K Followers

2018 Nieman Fellow @ Harvard. I make things happen on the internet for The Boston Globe & Boston.com