Connecting Pearl Diver to Meta lets you target high-value prospects with your Pearl Diver leads, and retarget visitors based on the behavior and intent data collected on your website.

✅ Prerequisites

• A Meta ad account and valid login credentials.
• An audience connected in Pearl Diver for the data you want to send, with the "Meta" action selected.

When you click Authorize to connect Meta with Pearl Diver, you get two options for token setup: a permanent token or a 60-day token.

Permanent token

This route needs a Business app (Live), a System User with the Admin role, access to the ad account Pearl Diver will act on, and the ability to assign assets (App, Ad Account) to that System User.

1. Create a new app

In Meta Business Manager, go to Settings → Accounts → Apps and click + Add.

Select Create a new app ID. This opens a new browser tab; leave your original tab open, you'll return to it later.

If the option to create an app is greyed out, confirm your account with Meta first. This includes setting up 2FA and adding a phone number or card details.

Fill in the App name and App contact email (use your own email address), then click Next.

On the next step, select Other if it's available, then click Next.

If Other isn't available, use this alternative screen instead:

Select Business, then click Next.

Click Create App, then return to your original browser window once the app is created.

2. Create a System User

In your business account, go to Settings → Users → System Users, click + Add, and accept the non-discrimination policy.

Enter a System User name, select Admin as the role, and click Create System User.

3. Assign assets to the System User

Assign this user to your current ad account: click the actions button (three dots) and select Assign assets.

Select the appropriate ad account and toggle Full control on.

4. Assign the System User to your new app

Go back to the app you created and select Assign people.

Select your new System User, toggle Full control, then click Assign People.

5. Generate the permanent access token

Go back to the System Users tab. Your ad account should appear under Assigned Assets. Click Generate Token.

Set token expiry to Never, and select all 4 required permissions: ads_management, business_management, pages_read_engagement, and pages_show_list.

Copy the token that's created.

Now enable the Meta integration: log in to Pearl Diver, open the dashboard, select Meta under Actions, and toggle Enable to start the integration setup.

60-day token

Step 1: Authorize the Meta integration

1. Log in to Pearl Diver.
2. Click the + icon next to Actions, on the right side of the dashboard homepage.
3. Click Meta in the left-hand navigation.
4. Click Authorize. This prompts you to log in to your Meta account.

Step 2: Log in to the Meta integration

1. A new window opens to authorize the integration. Log in to the Meta account associated with the correct ad account, it needs full access to the ad account you want Pearl Diver to upload data to. Click Continue as to log in.
2. Select the pages you want Pearl Diver to upload data for and click Continue.
3. Select the business you want Pearl Diver to upload data for and click Continue. It must be affiliated with the ad account you want the data sent to.
4. Review your chosen settings and click Continue.
5. On the confirmation page, click Got It.
6. You'll see a Pearl Diver confirmation screen. Close this tab.
7. Once closed, Pearl Diver retrieves the ad accounts your Meta account has access to. In the Ad Account dropdown under Authorized As, select the account to send audience data to, then click Update.

A green check in the bottom right corner of your dashboard confirms the integration succeeded.

Send your website visitors to Meta (optional)

This step needs a Pearl Diver tracking pixel. In the Audience Configuration section, below Action Configuration, open the dropdown to Add New Audience. To send all website visitors to Meta, select All Leads and click Update.

Where to find your audiences in Meta

Audiences sending data to Meta are delivered to the "Pearl Diver" Custom Audience.

1. In Meta Ads Manager, go to Audiences in the left-hand navigation.
2. Your Pearl Diver audiences are listed here.
3. Click an audience to see how it's being used, and check the History tab to confirm records have synced from Pearl Diver.

To use the data in a campaign, select the Pearl Diver audience in the audience section when creating an ad set.

FAQ

Should I use many-to-one or one-to-one mapping?
When you first authorize Meta Ads in Pearl Diver, the system defaults to 1:1 audience mapping. This is the recommended setting when sending multiple audiences, so you can identify each one in Meta. Each Pearl Diver audience maps individually using the naming format "PDV | [Audience Name]."

Where can I change the audience mapping settings?
On the Actions page, under the Audience Mapping section.

What happens when I switch from 1:1 to many:1?
Pearl Diver merges all connected audiences into a single Meta Ads audience, named "Pearl Diver." If an audience with that name already exists, Pearl Diver updates it instead of creating a duplicate.

What happens when I switch from many:1 to 1:1?
Pearl Diver creates new audiences in Meta Ads for each audience already connected to the action, if they don't already exist. If any creation fails, an error message appears and Pearl Diver retries or prompts you to verify the connection manually in Meta Ads.

Will my existing audience data be lost during a mapping change?
No. Pearl Diver updates audiences dynamically in Meta Ads without deleting any data.

Need help? Visit the Pearl Diver Help Centre or book a support session with the team.