Facebook Business Extension

Challenge:
Businesses face a patchwork of gaps when connecting their transactional software to Facebook. Some don't have an option available, others can’t sync their catalog, others have imperfect pixel installations. We've begun the development of a common platform to connect transactional software to Facebook but have not yet landed it in the market.

Role
1) Design an experience that allows advertisers to integrate their 3rd party website via a simple onboarding flow that captures necessary user credentials and 3rd-party permissions

2) Add features that allow the advertiser to take full advantage of the benefits that Facebook and Instagram has to offer

3) Responsible for end-to-end UX, ensuring product quality, conducting localization and internationalization checks

v2: Redesign

Results:

Shipped Facebook Business Extension v2 and drove adoption by 3 partner platforms.

This was a full rewrite of our platform to connect websites to Facebook (to enable catalog, pixel, and related use-cases like FB Shops. The rewrite also was structured to address “resilience” efforts, including onsite commerce and server-side API, and expand to verticals beyond ecommerce — starting with services.

Impact:

• In total, 12 platform partners have adopted Facebook Business Extension, including Shopify, WooCommerce and Magento

• FBE has been adopted by >580K total businesses

• FBE enabled $578MM in pixel revenue in H1 2020

• FBE has grown 99% year-on-year