Marketing & Communications
March 14, 2026
Recipe: Optimise your Meta Ads
# marketing
# Recipes for Success
Optimise your Meta Advertising spend by removing customers who have already booked tickets from the audience of your event-specific social media campaigns
This recipe helps you to create better target audiences, and drive sales from new customers - stopping you from wasting ad spend on customers who have already converted.
What you need
- A synced address book
- A synced tag group
- Your Dotdigital account linked to your Meta Ads Manager account
- An auto tag for bookers of a specific event
- A Dotdigital program to upload customers from Spektrix into Meta
- A privacy policy which mentions social media marketing
Time required
- Prep Time: 30 mins
- Cooking time: 30 mins
What will this help me achieve
- Drive sales for a specific event
- Save costs by increasing the efficiency of your social media campaigns
- Save time by automating the use of CRM data to power social media advertising
Concepts we’ll be using
- Dotdigital Programs
- Autotags
Prep:
- Decide which event you want to target with your social media advertising
- Connect your Facebook account to Dotdigital
- Ensure you have a synced address book and tag group
Activate:
- Use a tag to determine who has already booked for your event and sync this tag with Dotdigital:
- Set up a new auto tag in your Dotdigital synced tag group (make sure the name is under 16 characters)
- Use a purchasing segment that finds customers with tickets for the event you want to target
- Add the tag as a data field in Dotdigital: TAG_{NAMEOFTAG}
2. Create a new program in Dotdigital to send the customers over to Meta.
- Use the tag you have created as the entry criteria for the Program
- Use a Facebook node to add these customers to a new audience in your Meta account
- Add an exit node
- Activate the program
3. Use the new audience in Meta Ads Manager to exclude these customers from your ad campaign
4. Track the success of your ad. Are you seeing a better cost per acquisition?
More to explore:
Now that you have excluded customers from your Meta Ads targeted at specific events, why not take a look at using this node in your other existing programs?
Alternatively, take a look at the following pre-made program templates:
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