Audiences & targeting
What is Custom audience?
A custom audience is an audience you build from your own data — customer lists, website visitors (via the Meta Pixel), app activity, or engagement on Facebook and Instagram. It is the foundation for retargeting and the source you feed into lookalike audiences.
Example
Upload a CSV of your email subscribers to create a customer-list custom audience, or build one from everyone who visited your site in the last 180 days. You can then retarget that audience directly, or generate a lookalike from it to find similar new people.
Why it matters
Custom audiences turn your first-party data into targeting, which is more durable and privacy-resilient than relying on Meta's interest categories alone. They're the building block beneath both retargeting (advertise to them) and lookalikes (find people like them).
How to use and improve it
Keep source lists fresh, segment by recency and value (recent buyers vs lapsed customers), and only upload data you have consent to use. Combine website, engagement and customer-list sources to cover the full funnel.
Frequently asked questions
What's the difference between a custom audience and a lookalike audience?
A custom audience is built from your own data (people who already know you). A lookalike is Meta finding new people who resemble that custom audience. One retargets; the other prospects.
What's the difference between a custom audience and a saved audience?
A saved audience is defined by Meta's targeting options — interests, demographics, location. A custom audience is defined by your own data, such as a customer list or pixel-tracked visitors.
Do I need the Meta Pixel to build a custom audience?
For website custom audiences, yes. But you can also build custom audiences from customer lists, app activity, or Meta engagement without a pixel.
Related
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