Custom audiences let you show ads to people who already know you. They are the backbone of retargeting and often bring the lowest cost per result.
Types of custom audiences
| Source | Example |
|---|---|
| Website | Visited a product page in the last 30 days |
| Customer list | Past buyers (with permission) |
| Video | Watched 50% of your reel |
| Instagram account | Engaged with your profile in 90 days |
| Facebook Page | Engaged with your page |
| Lead form | Opened but did not submit a form |
Useful audiences to build
- Website visitors in the last 7, 30 and 90 days.
- Add-to-cart without purchase.
- Video viewers (50% or more).
- Instagram engagers.
- Past customers, for repeat offers or to exclude from new-customer campaigns.
Requirements
- Pixel and events installed for website audiences; generate events with our Pixel event generator.
- Clean, consented customer lists; format with our phone number cleaner.
- Audiences need a minimum size to deliver.
Use exclusions
Exclude recent buyers from offers they no longer need, and exclude existing leads from lead campaigns.
Read our retargeting guide.
Want the full picture? This article is part of Meta ads: the complete guide, our in-depth guide with everything in one place.
