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Sync data from Microsoft SQL Server to Facebook Ads

Activate your Microsoft SQL Server data by syncing it directly into Facebook Ads. With Weld's reverse ETL, you can push modelled data such as audience segments, lead scores and account metrics from your database into Facebook Ads, making it actionable for your team without manual exports or CSV uploads.

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4.8 on G2
Microsoft SQL ServerWarehouse
WeldWeld
Facebook AdsDestination
Weld · Reverse ETL
Microsoft SQL ServerSourceMicrosoft SQL ServerConnected
Models to send

Your own tables, picked when you set up the sync.

  • Model
  • Map fields
  • Upsert
Facebook AdsDestinationFacebook AdsReady
Objects updated
  • facebook_ads.Synced
  • facebook_ads.Syncing
  • facebook_ads.Synced
  • facebook_ads.Synced

Trusted by data and AI teams

  • Flatpay
  • Holafly
  • eComplete
  • Dishoom
  • Danish Endurance
  • Female Invest
  • Son of a Tailor
  • Onomondo
  • Medik8
  • Pas Normal Studios
How it works

How to set up Microsoft SQL Server to Facebook Ads in Weld.
Guided setup in 5 steps.

Full setup guide
  1. Step 01

    Connect your database

    Add Microsoft SQL Server as a data source in Weld with connection credentials that grant read access. Credentials are stored encrypted and never logged.

  2. Step 02

    Define your transformation

    Write a SQL query or dbt model that selects and transforms the data you want to push to Facebook Ads. This is where you build audience segments, compute lead scores, aggregate metrics, or reshape data into the structure Facebook Ads expects. You can preview results before activating.

  3. Step 03

    Connect Facebook Ads

    Authenticate Facebook Ads as a reverse ETL destination. Weld supports OAuth or API key authentication depending on the connector. Once connected, Weld automatically discovers the available objects and fields in Facebook Ads.

  4. Step 04

    Map fields and configure sync

    Map your SQL columns to Facebook Ads fields using Weld's visual mapper. Choose a sync mode: insert to create new records, update to modify existing ones, or upsert to do both. Then set a schedule from every 5 minutes to daily.

  5. Step 05

    Activate and monitor

    Enable the sync and monitor it from the Weld dashboard. Track record counts, sync duration, and error rates in real time. Configure Slack or email alerts so you're notified immediately if a sync fails or encounters data quality issues.

Use cases

Why sync Microsoft SQL Server to Facebook Ads?
Act on warehouse data.

Push enriched segments and computed attributes from Microsoft SQL Server into Facebook Ads to power personalized outreach and targeted campaigns.

Keep Facebook Ads updated with the latest data from Microsoft SQL Server to automate workflows and reduce manual data entry.

  • Audience activation

    Build audiences from Microsoft SQL Server data and sync them to Facebook Ads for targeted campaigns without manual list exports.

  • Conversion tracking

    Send conversion events and offline purchase data from Microsoft SQL Server to Facebook Ads to improve attribution and ad optimization.

  • Operationalize analytics

    Turn insights from your database into action by pushing model outputs and metrics into Facebook Ads where your team works.

Data

What data can you sync?
From Microsoft SQL Server to Facebook Ads.

Model the data in Microsoft SQL Server with SQL or dbt, then map it to objects in Facebook Ads such as these. Which objects you can write to depends on the Facebook Ads connector and your account permissions.

  • Campaigns
  • Ad Sets
  • Ads
  • Ad Insights
  • Ad Creatives
  • Custom Audiences
Under the hood

Technical considerations.
What to expect.

ELT

ELT vs. reverse ETL: Microsoft SQL Server and Facebook Ads

ELT (Extract, Load, Transform) moves data from Facebook Ads into Microsoft SQL Server for analytics. It's about centralizing data in your warehouse so analysts can query and join it with other sources.

Reverse ETL does the opposite. It takes data that's already in Microsoft SQL Server and pushes it into Facebook Ads so operational teams can act on it. This is the approach used on this page.

Many teams use both: ELT to centralize data in the warehouse, and reverse ETL to activate that data back in business tools. Weld supports both directions between Microsoft SQL Server and Facebook Ads.

Facebook Ads to Microsoft SQL Server
Sync modes
Choose between insert, update, or upsert sync modes when pushing data to Facebook Ads. Upsert is recommended to avoid duplicates.
Rate limits
Weld respects Facebook Ads's API rate limits and automatically throttles requests to avoid hitting quotas.
Data freshness
Sync frequency depends on your Weld plan. Most connectors support schedules from every 5 minutes up to daily intervals.
Security
All data is encrypted in transit (TLS) and at rest. Weld is SOC 2 Type II compliant and supports IP whitelisting for database connections.
Resources

Keep reading.
Guides, docs and schema.

Documentation

Microsoft SQL Server setup guide

How to connect Microsoft SQL Server to Weld, step by step.

Documentation

Facebook Ads setup guide

How to connect Facebook Ads to Weld, step by step.

Connector

Microsoft SQL Server connector

Everything Weld does with Microsoft SQL Server.

Connector

Facebook Ads connector

Everything Weld does with Facebook Ads.

FAQ

Common questions.
About Microsoft SQL Server to Facebook Ads.

Start syncing Microsoft SQL Server data to Facebook Ads.

Set up your reverse ETL pipeline in minutes. No credit card required. Free for 14 days.

Microsoft SQL ServerWarehouse
WeldWeld
Facebook AdsDestination
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