In order to ensure the best performance and clear reporting, Faraday encourages clients to follow and refer to these guidelines when using Faraday audiences on Facebook.


Ad sets containing any Faraday audiences must include “Faraday” or “fdy” in the name. Individual Faraday deliveries are associated with a unique, eight-digit delivery ID. Each ad set name should include the corresponding ID.



Faraday strongly recommends that the “tracking event” of an ad set correspond to the conversion event used to build the Faraday model in use. For example:

  • Traffic/brand awareness: Optimizing for impressions, unique reach, etc.

  • Conversions: Optimizing for completed forms, add-to-carts, purchases, etc.

Faraday encourages the use of the Facebook pixel to track conversion events, regardless of the tracking event.

Demographics and segmentation

Whenever possible, segmentation should be applied when building the delivery with Faraday Reach. Once audiences have been delivered to Facebook, additional filtering or segmentation shouldn’t be applied (this includes gender, age, location, etc.).

Why? Our predictive models take all of this into account when selecting who to target.

Stacking or combining audiences

Faraday deliveries shouldn’t be stacked (e.g. 2+ Faraday custom audiences per ad set). This inhibits valuable performance reporting of specific Faraday audiences.


Don’t exclude another prospecting audience from an ad set targeted at a Faraday audience. For example, a native Facebook lookalike audience shouldn’t be excluded from a Faraday ad set.


Ad sets that contain any Faraday audiences should not be turned off while still in the learning phase.

For optimal performance, Faraday recommends that ad sets containing any Faraday audiences run for at least five days after the learning phase is completed.

Deleting audiences

Faraday ad sets should not be deleted! This destroys data and inhibits effective reporting.

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