Meta - Measure Audience Uplift and Create a Remarketing Audience Using Brij Purchase Events

Once Brij's Meta integration is live, Brij sends a BrijPurchase event into your Meta dataset every time a shopper registers a verified purchase made outside your own site, in retail, on a marketplace, or through any other unowned channel. That event lands in the same pixel your website events use, so you can build custom audiences from it exactly the way you build them from Purchase.

This article covers two things worth building from it. Part 1 compares a purchaser audience with and without Brij, so you can see how many buyers the event adds. Part 2 isolates the Brij purchasers on their own, which gives you both a suppression list and a lookalike source built on real offline buyers.

Use Cases

• Size the audience you were missing. The uplift comparison shows, in people, how much of your buyer base Meta could not see before Brij.
• Retarget verified retail and marketplace buyers. These are confirmed purchasers who bought somewhere other than your site, so most of them are net-new to your Meta audiences. Use them for replenishment and cross-sell.
• Suppress existing customers from prospecting. Exclude offline buyers from acquisition campaigns so prospecting budget goes to people who have not bought yet.
• Seed better lookalikes. A lookalike built on offline buyers targets people with a propensity to convert offline too, instead of modeling only on DTC behavior.

Before You Start

You will need Brij's Meta integration live and sending events, and a role on the ad account that lets you create custom audiences. If you are not sure whether BrijPurchase is flowing yet, reach out to your Brij Account Manager or submit a ticket.

Part 1: Measure Audience Uplift vs Website Purchasers

Step 1: Open the Audiences page

1. Go to adsmanager.facebook.com/adsmanager/audiences.
2. Confirm the correct ad account is selected at the top of the page.
3. Click Create audience, then Custom audience.
4. Select Website as the audience source and click Next.

Step 2: Create the audience without Brij

This is your baseline: everyone Meta already knew about from website purchases.

1. Source: select the pixel that receives your website events.
2. Events: select Purchase.
3. Audience retention: enter 180 days. Meta allows up to 730 days for purchase events, so pick whatever fits your campaign goals. Whatever number you choose, use the same one on both audiences. If the windows differ, you are measuring the window, not Brij.
4. Audience name: Purchasers - Without Brij.
5. Click Create audience.

Step 3: Create the audience with Brij

Same process, with one addition: a second source block for the Brij event.

1. Repeat Step 1 and set the first block to your pixel with the Purchase event and the same retention window you used above.
2. Click Include More People. A second source block appears.
3. In the second block, select the same pixel, choose BrijPurchase as the event, and enter the same retention window again.
4. Leave the rule set to include people who meet Any of the criteria.
5. Audience name: Purchasers - With Brij.
6. Click Create audience.

Note: "Any" is what makes this comparison honest. Someone who bought on your site and also registered a retail purchase is counted once, not twice, so the with-Brij audience is not inflated by duplicates.

Step 4: Compare the two audiences

Meta needs time to build both audiences, usually up to 3 days. Once both show as Ready, find them in your audience list and compare the Estimated audience size column.

Calculate uplift as:

(With Brij - Without Brij) / Without Brij

Part 2: Create an Audience of Only Offline Buyers

Step 5: Build the Brij-only audience

Repeat the process from Step 1, with a single source block:

1. Source: your pixel.
2. Events: select BrijPurchase only. Do not click Include More People.
3. Audience retention: 180 days, or whatever window you used above.
4. Audience name: Purchasers - Only Brij.
5. Click Create audience.

Step 6: Put the audience to work

• As an exclusion. Add it to the exclusions of your prospecting campaigns so you stop paying to acquire people who have already bought you in retail.
• As a targeting audience. Run replenishment or cross-sell campaigns against buyers Meta could not previously reach.
• As a lookalike source. Go to Create audience, select Lookalike audience, search for Purchasers - Only Brij, then choose your country and audience size (1 to 10 percent).

Tips & Notes

Note: Use the same retention window on both audiences in Part 1. Different windows make the comparison meaningless.

Note: Website custom audiences populate retroactively from event history, so a 180-day window includes past events. If you have been live with Brij for less than that, the baseline audience draws on a longer purchase history than the Brij event does, and your uplift will read low. For the cleanest read in that case, set both windows to roughly the number of days since your Brij go-live.

Note: Estimated audience size is a rounded range, not an exact count. Use the midpoints and treat the result as directional.

Note: The size of this uplift scales with your registration volume. A brand collecting a few hundred registrations a month will see a small audience at first, and it grows as scans and registrations grow.

Note: Creating these audiences changes nothing about how Brij sends data. They are containers in your ad account built on events Brij is already sending.

FAQ

Why isn't the with-Brij audience the sum of the two events?

Two reasons. People who bought both on your site and offline are deduplicated, and Meta reports audience size as a rounded range rather than a precise number.

BrijPurchase doesn't appear in the Events dropdown. What now?

That usually means the integration is not sending events to this pixel yet, or the event has not fired on it. Submit a ticket and our team will check the integration.

Does creating these audiences change my reporting or attribution?

No. Custom audiences are targeting containers. They only affect delivery once you apply one to a campaign as targeting or an exclusion.

How long before I can use the audiences?

Meta typically takes up to 3 days to populate a new custom audience. For a lookalike, the source audience also needs at least 100 people from a single country before Meta will build it.

Do I need to recreate these audiences periodically?

No. They refresh continuously as new events arrive. Estimated size is a moving number, though, so if you want to track uplift over time, note or screenshot the figures each time you check.

Should I use 180 days or a longer window?

Longer windows hold people in the audience for longer, which means more volume to target or suppress. Shorter windows are more recent but smaller. 180 days is a reasonable default for most brands. The one rule that matters is using the same window on both audiences when you are comparing them.

Didn't find your answer? Submit a ticket and our team will get back to you asap.