Facebook Tips and Tricks

All you need to know about Facebook Custom Audiences

The success of Facebook Ads campaigns depends upon many things, but, probably, the most important of them all is the way in which we choose to target these campaigns. Up to this moment, the most complex and efficient way to reach the audiences with the highest chances for conversions is using Custom Audiences.

This targeting method started in 2012, but the only thing it was allowing was targeting customers via a list of e-mails. Nowadays, Custom Audiences offers a wide array of customer targeting options, for Facebook and more.

This article offers you a complete guide for all audience types one could set up through Custom Audiences and we also offer you the ways in which these can be used.

How to create a Custom Audience

In order to create a Custom Audience you need to go to Assets -> Audiences.

This will open up a new window where you can choose from 2 types of audiences:

  • Custom Audiences
  • Lookalike Audiences

Types of Custom Audiences

If you choose to create a Custom Audience, you will get the following options:

Customer File

The first option is a so-called ancestor of Custom Audiences, but today we have more possibilities to upload customer lists, not just lists with their e-mails.

If you choose Customer File, a new window will open with 3 ways to create this audience type:

  • Upload or copy a customer list
  • Import the MailChimp list
  • Create a LTV (lifetime customer value) list, which you can use for creating a Lookalike Audience.

Choosing to upload or copy a customer list gives you more identifiers which you can use:

  • E-mail address
  • Telephone number
  • Mobile advertiser ID
  • Surname
  • Name
  • Postal code
  • City
  • Country/Region
  • Date of birth
  • Year of birth
  • Gender
  • Age
  • Facebook user ID
  • Facebook page user ID

Website traffic

When you don’t have a customer list through a Facebook uploadable file you can create more audiences based on the website visitors.

These audiences can be collected through a tracking code called Pixel, which you could implement with various adjustments on your website, depending on the data you want to record.

You are able to target:

  • All website visitors
  • Some pages’ visitors
  • Visitors according to their average time on page

As stated above, the Pixel does not collect audiences based only on the website’s visitors, as it can collect audiences for more types of events, called Standard Events, such as:

Basically, implementing a Pixel is very valuable as it helps targeting very specific audiences according to the stage they are at in the conversion funnel.

App Activity

We all know that mobile is the new king of online advertising, so Facebook gives us the option to create audiences based on user activity on the apps they use.

The most popular audience types are:

  • People who have recently opened your app
  • People who have recently done a transaction through your app
  • People who have done high amount transactions
  • Users who have reached a certain level in a gaming app

Offline Activity
Now it’s possible to target customers which have interacted with your business offline. For example, you can choose the users who purchased offline or called a call-centre.

Engagement Audiences
This audience type allows you to target users which have interacted with your business on Facebook.

  • People who watched a video shared on your Facebook page
  • People who filled in a form
  • People who interacted with Collection or Canvas ads
  • People who interacted with the Facebook page
  • People who interacted with you on your Instagram profile
  • People who interacted with events created on Facebook

Video Audience

Lead Form

Page Interaction

Instagram Audience


A thing you need to pay attention to when using Custom Audiences is constantly updating the audiences and excluding the users that don’t want to be targeted or those who did not agree for using their data.

To sum it all up, Facebook Ads offers us a multitude of targeting solutions specific for certain audiences, so that one can build campaigns with top results. We just have to be creative and know well our target audience.



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