> For the complete documentation index, see [llms.txt](https://docs.mediarithmics.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.mediarithmics.io/connectors/destinations/meta.md).

# Meta

The two ways to reach Facebook and Instagram, and why running both is usually right.

Two connectors send audiences to Meta technologies, including Facebook and Instagram. They reach different people, which is why they are usually deployed together.

## Which connector to use

<table data-search="false"><thead><tr><th width="300">Connector</th><th></th></tr></thead><tbody><tr><td><a href="/connectors/destinations/meta/custom-audiences.md"><strong>Custom Audiences</strong></a></td><td>Server-side. Sends offline hashed data straight from mediarithmics' servers. Reaches your <strong>identified, logged-in</strong> visitors, and communicates exits. Industry match rate 30–70% depending on what you send; the email hash maximises it.</td></tr><tr><td><a href="/connectors/destinations/meta/pixel.md"><strong>Pixel</strong></a></td><td>Client-side. Fires the Meta pixel from the visitor's browser with the segment's technical name; mediarithmics sends no identifiers. Reaches visitors who are <strong>not logged in</strong>. The audience only grows from the moment the sync is set up.</td></tr></tbody></table>

{% hint style="info" %}
Setting up **both** is the recommendation. It maximises the match with Meta and so the performance of your targeting.
{% endhint %}

## What each connector sends

<table data-search="false"><thead><tr><th width="220">Connector</th><th width="180">Type</th><th></th></tr></thead><tbody><tr><td><a href="/connectors/destinations/meta/custom-audiences.md">Custom Audiences</a></td><td>Server-side</td><td>Email identifiers, Mobile IDs, Profile data</td></tr><tr><td><a href="/connectors/destinations/meta/pixel.md">Pixel</a></td><td>Client-side (pixel)</td><td>None</td></tr></tbody></table>

One trap applies to both: the **segment's technical name** is what you look for on the Meta side, and for the pixel it cannot be numeric. Set it before activating, not after.

## Partner documentation

Meta documents its own platform at <https://developers.facebook.com/docs/marketing-api/audiences/>. Use it for anything that happens on the partner side of this connector: account setup, the fields the partner expects, and its own limits.


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