# Onboarding first-party audiences to social media ### 1. The problem: incomplete or obsolete CRM databases Social media platforms rely on hashed emails (SHA256) to identify your customers. However, your CRM databases often contain only a fraction of the emails actually used by your customers on the web or are limited to logged-in customers. * **Consequence**: A low match rate and a significant portion of your CRM database that remains ‘untraceable’ on social media, limiting the reach of your campaigns. ### 2. The solution: CRM enrichment and API synchronisation The alliance between Commanders Act's CDP and First-ID makes it possible to fill in the missing data: * **HEM enrichment:** First-ID provides the corresponding hashed emails (HEM) for your website visitors, allowing you to enrich your CRM/PRM database directly in the CDP. * **Match Rate Boost**: By sending customer profiles enriched with these new hashed identifiers, you multiply your points of contact with advertising agencies. * **Server-Side Activation**: Enriched audiences are pushed via API for maximum security and real-time segment updates. ### 3. Key benefits * **Multiplied social reach**: Reach a larger proportion of your customers (even those who are not logged in) thanks to the addition of new HEMs by First-ID. * **Ultra-precise targeting**: Reactivate your dormant customers or ‘PRM’ prospects with increased efficiency thanks to better recognition on platforms. * **Lookalike optimisation:** Denser source audiences enable algorithms to generate much more effective lookalike profiles (LAL). ### 4. How it works (set-up steps) * **Source:** Segmentation of your customer base (CRM/PRM) directly in the Commanders Act CDP. * **Transfer & enrichment:** Configure the connector to transmit the segment to the First-ID platform. First-ID matches and provides the missing hashed emails (HEM). * **Activation:** Validate the creation of the enriched audience in the Social Media API destination (e.g. Meta Custom Audiences). * **Optimisation:** Analyse the increase in match rate achieved through enrichment and adjust the media ROI. ### Need help with implementation? Basic CRM enrichment via First-ID is a powerful lever for your acquisition and loyalty campaigns. Our experts will help you configure your enrichment flows and API connectors. **Contact our support team to start your implementation:**