This guide explains the creative assets, tracking link and Meta pixel access needed to prepare your Social Retargeting campaign.
Social Retargeting helps bring students back to your university and encourages them to take a meaningful next step. We write the advertising copy for you and share it for approval; your team supplies the imagery, video and tracking setup.
What we need from you
Please provide:
At least five image creatives as a recommended starting point, with as many additional images, videos and concepts as possible.
Video creatives, which are optional but recommended.
One UTM tracking link to the relevant landing page.
Meta pixel implementation your website.
The required dataset partner access so we can optimise the campaign for conversions.
A broader mix of creative gives us more options to test and learn from. Where possible, supply different messages and concepts as well as different visual treatments.
Image specifications
Please prepare imagery in the following placement sizes:
1080 × 1350 pixels — portrait.
1200 × 628 pixels — landscape.
1080 × 1920 pixels — vertical.
Include clear branding and a clear call to action. Engaging photography and relevant messaging should make it easy for students to understand the offer and what to do next.
Video specifications
Video is optional, but we recommend including it alongside your images. The supported creative dimensions in this specification are:
1080 × 1920 pixels— vertical.
1080 × 1350 pixels— portrait.
1080 × 1080 pixels— square.
Make your university’s identity and the next step clear. Supply as many useful video variations and concepts as you can, so we have more opportunities to find what resonates with the audience.
Why conversions matter
The campaign should focus on meaningful actions, such as completed registrations or enquiries, rather than clicks alone.
A click shows that someone engaged with an advert. A conversion shows that they completed the action you wanted them to take. To support this, tell your Client Success representative which outcome matters most and ensure the corresponding event is available through your Meta tracking setup.
Meta pixel implementation and the required dataset access allow us to use conversion signals when optimising the campaign. This helps connect campaign delivery to your recruitment goals.
Giving Uni Compare dataset access
Please ask the colleague who manages your Meta business account to grant Uni Compare the required access:
Uni Compare partner ID:
412483725895483.Dataset: The relevant Meta pixel dataset for your website.
Permission: Partial access with “Use events dataset” enabled.
Your Client Success representative can support the access setup with your Meta account administrator.
Required before launch: Partner access to start the campaign and optimise for conversions. The request is for the specified dataset permission; you do not need to share your account login.
Refreshing your creative
We recommend refreshing images, videos and concepts during the campaign. Multiple creatives give us more options to optimise delivery, and new variations can help maintain relevance over time.
We write the advertising copy for you, so your team can concentrate on supplying strong assets and approving the messaging.
Frequently asked questions
Are five images enough?
Are five images enough?
Five is our recommended minimum starting point. For best results, supply as many relevant images, videos and creative concepts as possible.
Is video compulsory?
Is video compulsory?
No. Video is optional but recommended because it gives the campaign more creative options.
Why do you need access to our Meta dataset?
Why do you need access to our Meta dataset?
We need the specified access to optimise for conversions and use the relevant event signals from your website.
Can the campaign start before we grant access?
Can the campaign start before we grant access?
No. The required dataset partner access must be in place before launch.
What should we count as a conversion?
What should we count as a conversion?
Choose the action that matches your campaign goal, such as an event registration or an enquiry. Your Client Success representative can help you identify the relevant outcome and tracking requirements.
Please contact your Client Success representative or email clients@universitycompare.com if you need help with Social Retargeting assets, conversion tracking or dataset access.