Meta Marketing

Meta's Marketing API (opens in a new tab) provides programmatic management of advertising assets, enabling automated synchronization and erasure of user-identifiable data within Custom Audiences (opens in a new tab). This integration enables automated Data Subject Requests (DSR) by facilitating the technical removal of specific users from Meta Custom Audiences, helping ensure compliance with privacy regulations such as GDPR and CCPA.

Prerequisites

In order to integrate with Meta Marketing, you'll need to collect the following information:

Setting up a System User Token

Meta requires a System User Token for automated DSR processing. Unlike standard user tokens, System User Tokens do not expire and are not tied to an individual's login session.

1. Log in to Meta Business Manager (opens in a new tab).
2. Navigate to Business Settings → Users → System Users.
3. Create a new System User or select an existing one.
4. Click Generate New Token and select your Developer App.
5. Enable the ads_management and ads_read scopes.
6. Copy the generated token — this is your Access Token.
7. Ensure the System User has Full Control assigned over both the Developer App and the Ad Account in Business Manager settings.

Integrating with Meta Marketing

To integrate an existing system with Meta Marketing:

1. Navigate to Data map → View Systems and choose the system that you want to connect.
2. Click on the Integrations tab.
3. Pick the vendor or system type that you want to integrate with from the Connection type drop-down menu.
4. Complete the required fields for the integration and click Save.

You may confirm your connection is working using the Test connection button, if desired.

To learn more, please see our guide for Managing Integrations.

Technical detail

Fides utilizes API endpoints to access the API service for a SaaS application. An API service is the programmatic interface through which Fides can query and update data within an application to access, rectify, or delete personal information. Each SaaS tool will have a unique set of endpoints to enable privacy functions.

Identity matching and hashing

Meta uses a "Blind Matching" framework — clear-text PII is never transmitted or stored in its original form. Fides automatically normalizes and hashes identifiers using SHA-256 before sending them to the API.

Meta Marketing endpoints

In the table below, you can find which endpoints are used for each type of privacy function. Clicking on the endpoint will take you to the documentation for that endpoint.