Social & Search Ad Retargeting Integration
Social & Search Ad Retargeting Integration
NurtureHub v1.0.84 introduces native integration with Meta Ads (Facebook/Instagram) and Google Ads, allowing agents to push audience segments as custom audiences and run paid retargeting campaigns against contacts who have engaged with nurture emails but not yet converted.
Overview
The retargeting integration bridges NurtureHub's audience segmentation with the two largest paid advertising platforms. Once a segment is pushed, the ad platform receives a custom audience that can be targeted with display, social, or search ads — closing the loop between email nurture and paid media without requiring a separate marketing stack.
Supported Platforms
| Platform | Ad Types |
|---|---|
| Meta Ads | Facebook Feed, Instagram Feed, Stories, Reels |
| Google Ads | Display Network, Search Remarketing (RLSA), YouTube |
Pushing a Segment to Meta or Google
- Navigate to Audiences in the NurtureHub sidebar.
- Open a saved audience segment.
- Click Push to Ad Platform and select Meta Ads or Google Ads.
- NurtureHub validates the segment against the platform's minimum audience size threshold. If the segment is too small, you will be prompted to broaden the criteria before proceeding.
- Once validated, the segment is submitted as a custom audience to the selected platform. Propagation time is governed by the ad platform (typically 30 minutes to a few hours).
Note: Ad account connections must be authorised in Settings → Integrations → Ad Platforms before segments can be pushed.
Audience Sync Scheduling
Once a segment has been pushed, NurtureHub automatically refreshes the corresponding custom audience on a daily schedule.
- Contacts added to the segment since the last sync are appended to the custom audience.
- Contacts removed from the segment (e.g. they converted, unsubscribed, or no longer meet criteria) are removed from the custom audience on the next refresh.
- The last sync timestamp is displayed on the segment detail page.
- Daily sync runs overnight. You can also trigger a manual sync from the segment detail page using Sync Now.
Segment Size Validation
Both Meta and Google enforce minimum audience sizes before an audience can be used for targeting. NurtureHub validates segment size before allowing a push:
- If the segment does not meet the minimum threshold, the push is blocked and an inline error explains the shortfall.
- Suggested actions (e.g. widening date range, including additional contact categories) are surfaced to help agents reach the required threshold quickly.
- Minimum thresholds are enforced by the ad platforms themselves and are subject to change; NurtureHub reflects current platform requirements at the time of push.
Campaign Performance Tracking
After linking a segment to a campaign, NurtureHub pulls performance data back from Meta and Google and displays it on the segment detail page under the Ad Performance tab.
Metrics Available
| Metric | Description |
|---|---|
| Impressions | Total number of times ads were shown |
| Clicks | Total number of clicks on ads |
| Cost | Total spend in GBP for the linked campaign |
Metrics update on the same daily cadence as audience sync. Historical data is retained for the lifetime of the segment.
Attribution & Unified Lead Scoring
Ad interactions are attributed back to individual NurtureHub contact profiles, ensuring that paid-ad engagement is reflected in the platform's real-time intent scoring alongside email engagement.
How Attribution Works
- When a contact in a pushed segment clicks or is served an impression from a linked campaign, the interaction is matched back to their NurtureHub profile via hashed email matching (the standard method used by Meta and Google custom audiences).
- The attributed interaction is recorded on the contact's activity timeline.
- The contact's intent score is updated to reflect the combined signal from email engagement and ad interactions.
- If the updated score crosses a hot-lead threshold, a hot lead alert is fired in the normal way.
Attribution match rates depend on the ad platform's hashing and matching process. Not all ad interactions will be attributable to a specific contact.
Setting Up Ad Platform Connections
Before pushing segments, connect your ad accounts:
- Go to Settings → Integrations → Ad Platforms.
- Click Connect next to Meta Ads or Google Ads.
- Complete the OAuth flow to grant NurtureHub read/write access to your ad account.
- Select the specific Ad Account and Business Manager / Manager Account to use.
- Click Save.
Multiple ad accounts can be connected. When pushing a segment, you will be prompted to select which connected account to use.
Frequently Asked Questions
Can I push the same segment to both Meta and Google simultaneously? Yes. Push actions are independent — you can push the same segment to Meta and then to Google in separate push actions.
What happens to the custom audience if I delete the segment in NurtureHub? The custom audience in the ad platform is not automatically deleted. You must remove it manually from the ad platform. NurtureHub will stop syncing updates to it.
Will all contacts in a segment be matched in Meta/Google? Match rates vary by platform and depend on how many contacts have a Facebook/Google account linked to their email address. Typical match rates are 50–80%.
Does this feature cost extra? The integration itself is included in NurtureHub. Ad spend on Meta and Google is billed directly by those platforms to your connected ad account.