Ad Audience Sync lets you send any UserGems audience directly to LinkedIn, Meta, and Google.. Build your audience once in UserGems, then keep your ads in front of the right people as your audience grows or shrinks over time.
Why Ad Audience Sync
When your best buyers start showing intent, Ad Audience Sync helps marketing and sales act together: while reps reach out by email or call, marketing can automatically surround the same contacts with ads across LinkedIn, Meta, and Google, keeping your brand in front of active buyers across every channel.
How to setup Audience Sync
Connecting your ad account(s)
You can connect any ad account to UserGems in one of three ways:
- Go to Settings → Connected Applications
- Click the Connected Apps icon in the upper right corner of the UG platform
- Add a Sync Ad Audience action inside a campaign — if you haven't connected yet, you'll be prompted to do so at that step
- Connect your LinkedIn account via Settings → Connected Applications, the Connected Apps icon in the upper right, or when adding the action inside a campaign.
- Go to any campaign. Activate the Marketing branch by clicking the toggle.
- Open the Marketing branch. Adjust filters if needed — we recommend keeping filters as light as possible to widen the audience size.
- Click + Add Action and select Sync LinkedIn Ad Audience.
- Select New audience or Existing Audience. For new audiences, the default name will match your campaign name. The "UserGems -" prefix cannot be changed.
- Optionally, add a Meta or Google Sync Ad Audience action to the same branch. When done, press Save changes and activate your workflow.
- Inside LinkedIn, a new audience will be created. It takes approximately 24–48 hours for LinkedIn to process all contacts.
⚠️ Minimum size: LinkedIn requires at least 300 matched people to serve. If your audience is small, combine compatible signals to reach scale.
Meta
Meta supports two connection methods. System User is recommended — it's the only method that doesn't expire. OAuth Login is simpler to set up but requires reauthorization every 60 days.
Method 1 — System User (recommended)
- In UserGems, go to Settings → Connected Applications and click Connect to Meta Ads.
- Click Continue on the Census connection page.
- Select System User when prompted to choose a connection type.
- We’ll need to generate the System User Token now → In a separate tab, open your Meta Business Account and go to Settings → Users → System Users.
- Select an existing system user or create a new one.
- Ensure the system user has access to your ad account
- If you’re unsure, go to Accounts → Ad accounts → select your ad account and ensure the system user is listed under “People with full access”
- Go to Accounts → Apps and create a Meta App and add the system user with full access. (The app itself is a required vehicle for the connection.)
- Go to back to Users → System Users → click the system user you created and Generate Token (upper right).
- Select your app, set expiration to Never, and
- under Assign Permissions, search for the ads_management and ad_read permission.
- Complete two-factor authentication when prompted.
- Copy the generated token.
- Return to the UserGems connection page, paste the token into the field provided, and click Continue.
- Select your ad account from the dropdown. UserGems will test the connection — once confirmed, you'll be returned to UserGems and the account will show as Connected.
Method 2 — OAuth Login
- In UserGems, go to Settings → Connected Applications and click Connect to Meta Ads. Click Continue.
- Select Login to Facebook.
- Log in with your Facebook account and select your business account. Click Continue.
- UserGems will test the connection. Once confirmed, you'll be returned to the Settings page and the account will show as Connected.
⚠️ OAuth Login expires every 60 days. This is a Facebook platform limitation — UserGems cannot extend it. You will need to reauthorize your connection when it expires. To avoid this, use the System User method instead.
Adding the Meta Audience Sync action (in a campaign)
- Inside your campaign, add a Marketing branch (or open an existing one).
- Click + Add Action and select Sync Meta Ad Audience.
- Select New audience or Existing Audience. New audiences will use the "UserGems -" prefix by default.
- Press Save changes and activate your workflow. Meta will create the audience — it takes approximately 24–48 hours to finish uploading.
Finding your Meta audience: In Meta, go to Meta Business Suite → Ads Manager → Audiences.
Google uses a simple OAuth login — no system user setup required. The connection process is similar to LinkedIn.
- In UserGems, go to Settings → Connected Applications and click Connect to Google Ads. Authenticate with your Google account.
- Inside your campaign (Marketing Branch), click + Add Action and select Sync Google Ad Audience.
- Select New audience or Existing Audience. New audiences will use the "UserGems -" prefix by default.
- Press Save changes and activate your workflow.
Finding your Google audience: In Google Ads, go to Tools → Shared Library → Audience Manager to view your synced audiences.
How matching works
For Meta and Google syncs, UserGems enriches your contacts with personal email addresses and phone numbers from multiple data providers — ad hoc, at the time of the sync.
Using multiple identifiers (work email, personal email, phone) improves match rates compared to work email alone, which is why we don't rely on work email address alone for these platforms.
FAQs
General
How soon will I see the audience in my ad platform?
The audience is created almost immediately, but it takes 24–48 hours for all contacts to finish uploading. Large audiences may take longer.
Will the audience stay current automatically?
Yes. The action keeps the audience aligned with your campaign audience. When someone no longer meets your filters, they are removed. When someone new qualifies, they are added.
Can I preview audience size before syncing?
You can use your UserGems audience size to estimate. The audience size inside your ad platform will always be smaller due to match rates.
Does the action need to be ordered in a specific place in the workflow?
No. Order does not change behavior. The action listens to the workflow audience and syncs accordingly.
What match rate can I expect in Linkedin?
Typically between 70-90%.
What happens if the audience drops below 300 in LinkedIn?
LinkedIn will not serve until the audience has at least 300 matched people. Keep audiences healthy by widening filters or combining compatible signals (e.g., rather than an audience of only champion job changes, widen it to include all new hires and promotions).
Can I rename the destination audience later?
Best practice is to set the name up front. If you need a different name, create a new audience so performance history stays clear. LinkedIn does not allow renaming audiences once created.
Where do I troubleshoot LinkedIn syncs?
In LinkedIn Campaign Manager → Plan → Audiences → search for your audience. Check the "Status" column — it should read "Processing" or "Ready."
Meta
What match rate can I expect in Meta?
Typically between 45–65%. Meta shows an estimated audience range rather than an exact percentage.
Why is the audience smaller in Meta than in UserGems?
Meta can only match contacts it can identify via email address or phone number. UserGems enriches contacts with personal emails and phone numbers to improve the match rate, but some contacts won't be found. A range of 45–65% matched is expected.
Where do I find my Meta audience?
In Meta, go to Meta Business Suite → Ads Manager → Audiences. Note: the "Audiences" section accessible from other parts of Meta is not the same place — you must go through Ads Manager.
My OAuth connection stopped working. What happened?
OAuth connections expire every 60 days. Go to Settings → Connected Applications and reconnect. To avoid this, switch to the System User connection method, which does not expire.
What match rate can I expect in Meta?
Typically between 40–60%. Google shows a different estimate for different ad types that they offer.
Why does Google show different audience sizes for different campaign types?
Google breaks out audience size separately for Search, YouTube, Display, and Gmail campaigns. These numbers may differ from each other. This is normal — the same contacts may not be reachable across all Google channels.
Where do I find my Google audience?
In Google Ads, go to Tools → Shared Library → Audience Manager.