A Custom Audience is a targeting feature that enables you to reach a specific group of individuals who have previously interacted with your business. This audience can include people who have visited your website, engaged with your Facebook or Instagram page, or interacted with your lead forms and other ad content. By using Custom Audiences, you can re-engage these users with tailored ad campaigns, enhancing the relevance and effectiveness of your advertising efforts.

Getting Started #

To get started, go to the Ad Manager section within Marketing and click the Settings option. Navigate to the Audiences tab and click the + Create New Audience button. From the available options, select Custom Audience to proceed.

Alternatively, you can create a custom audience during campaign creation. In the Budget and Audience step, navigate to the Retargeting tab within the Audience Controls section. From there, click the dropdown menu under “Create new” or select “Retargeting Audience,” where “Create a Custom Audience” is the first option.

Creating a Custom Audience involves two main steps: selecting a source and configuring details. Clicking Create a Custom Audience opens a modal dialog to choose a source. Options include Website, Facebook Page, Lead Form, and Customer List. You then configure the specifics based on the chosen source.

Website Custom Audience #

• Pixel: Select from available pixels.
• Events: Choose from “All website visitors” or “Visitors by time spent” and set a percentile for the latter.
• Audience Retention: Define the number of days users remain in the audience, up to 30 days.
• Audience Name: Add a name to the audience to identify it easily.

For website visitors, “All Website Visitors” includes all individuals who have visited or interacted with your website, while “Visitors by Time Spent” targets those who have spent the most time on your website, with the option to narrow further by selecting a specific percentile.

📌 Note: You can add up to four additional clauses similar to those described. These clauses can be included or excluded using the Include more people and Exclude people options, respectively.

Facebook Page Custom Audience #

By selecting Facebook Page as the source, you can create an audience of individuals who follow or have interacted with your page.

• Page: Select from integrated pages.
• Events: Choose from 7 event options related to page interactions.
• Audience Retention: Define the number of days users remain in the audience, up to 365 days.
• Audience Name: Add a name to the audience to identify it easily.

📌 Note: You can add up to four additional clauses, which can be included or excluded using the Include more people and Exclude people options.

Lead Form Custom Audience #

By selecting Lead Form as the source, you can create an audience of individuals who have opened or completed a form from one of your lead generation ads on Facebook or Instagram.

• Events: Choose the event that serves as the basis for your audience: users who opened and submitted the form, users who opened but didn’t submit the form, or anyone who opened the form.
• Page: Select from integrated pages.
• Lead Form: Choose from forms associated with the selected page.
• Audience Retention: Define the number of days users remain in the audience, up to 90 days.
• Audience Name: Add a name to the audience to identify it easily.

📌 Note: You can add up to four additional clauses, which can be included or excluded using the Include more people and Exclude people options.

Customer List Custom Audience #

By choosing Customer List as the source, you can create a targeted audience by uploading a list of contacts who have engaged with your business, or by selecting a preconfigured smart list, enabling more precise targeting of existing customers.

CSV Upload: Upload your customer data, ensuring it adheres to Meta’s formatting guidelines. The data must be in CSV format containing appropriate identifiers such as email addresses, phone numbers, or other relevant details. Refer to the formatting guidelines and download the sample file to ensure the data is correctly structured.

📌 Note: If the uploaded file format does not comply with the guidelines, the upload fails and an error message is displayed. Additionally, before an audience can be created, you must accept the Customer List Custom Audience Terms of Service from Meta. A notification appears if you have not yet accepted the terms when you click “Create Audience.”

Use Smart List: If you prefer, select the Smart List option and choose one or multiple pre-created smart lists from the dropdown. Smart lists must be created beforehand from the contacts section of your account. If you want the audience to update as you change your smart list, set it in the advanced conditions.

After selecting your method, enter an audience name and description for easy identification, then click Create Audience to finalize the process.

Finalizing Your Custom Audience #

Once you have completed all the required fields, click Create Audience to save your Custom Audience. It will be available for campaign targeting once its status is marked as ready.

Frequently Asked Questions #

What is a Custom Audience? #

A Custom Audience lets you target people who have previously interacted with your business, such as visiting your website, engaging with your Facebook or Instagram page, or interacting with your lead forms and ads.

What sources can I use to build a Custom Audience? #

You can choose from four sources: Website, Facebook Page, Lead Form, and Customer List. Each source has its own configuration options.

How long can users stay in a Custom Audience? #

Retention limits depend on the source: up to 30 days for Website, up to 365 days for Facebook Page, and up to 90 days for Lead Form audiences.

What format does my customer list need to be in? #

The customer data must be a CSV file that follows Meta’s formatting guidelines and includes identifiers such as email addresses or phone numbers. Download the sample file to confirm the structure is correct.

Why does my customer list upload fail? #

Uploads fail when the file format does not comply with Meta’s guidelines. You must also accept the Customer List Custom Audience Terms of Service from Meta before the audience can be created.

Can I create a Custom Audience while building a campaign? #

Yes. During the Budget and Audience step, open the Retargeting tab in Audience Controls, then use the dropdown where “Create a Custom Audience” is the first option.