Custom Audience on Facebook - All You Need To Know

Custom Audience on Facebook - All You Need To Know

In this blog, you’ll learn about:

  • What is a Custom Audience
  • Steps for Creation
  • Types of Custom Audiences
  • Creation of a Website Custom Audience
  • Creation of a Customer List Custom Audience
  • Creation of an App Activity Custom Audience
  • Creation of an Engagement Custom Audience

There’s no way to deny the importance of custom audiences on Facebook. It forms an essential part of your remarketing campaign and is a good way of staying in touch with people who have interacted with your brand.

What is a Custom Audience?

  • a. Saved Audience: Made by selecting interests or demographics to target people
  • b. Lookalike Audience: For targeting people who have interests similar to those selected by you in source/ custom audience.
  • c. Custom Audience: For targeting people who have engaged with your brand

Custom audience is useful while nurturing your audience for their increased lifetime value. There are different ways you can create it. Let’s see how!

How To Create a Facebook Custom Audience?

Step 1: Once you’ve logged into your account, open the menu from the left hand corner and click on the option ‘audience’.

Step 2: On the screen that opens, click on ‘Create Audience’ and then select ‘Custom Audience’.

Step 3: A list of 10 options appear using which you can create your audience. If you hover over their names, you’ll be able to view a short description on the right side.

Types of Custom Audiences

1. Website Custom Audiences

It enables you to target the customers through Facebook Pixel tracking code. The code is inserted in your website and using this, you can target your ads to all users that have visited your website or any of it’s specific page during a particular time period (up to 180 days).

2. Customer List

If you have a list of target audience ready and want to target these particular people only, you can simply upload the list containing atleast one identifier such as email, phone number, etc. More identifiers you put, easier it becomes for Facebook to find these people.

3. App Activity

Just as custom audiences can be created for a website, you can also create them on the basis of actions users take once they are using your app. This action can be anything, from filling a lead form to purchasing.

4. Offline Activity

This is similar to customer list option. Using ‘Offlien Activity’, you can create a list of all those people who interacted with your busiinesss in last partclar days and upload the same to Facebook. An audience comprising of all such people you’ve listed will become custom audience then.

5. Facebook Sources

Various people who have engaged with your posts, videos, events and forms on either Facebook or Instagram will come under this. You can specify a criteria, say people who watched more than 50% of the video and viewers who satisfy this condition will come under the custom audience you’ve created. The duration of all these different types of audience is up to 365 days except for lead form which has 90 days maximum period.

Creation of a Website Custom Audience

Once you have 9 options visible to you, click on the option ‘Website’. On the screen that appears, select a criteria whether you want to target all website visitors, people who visited specific pages or simply as per the time they’ve spent on your website along with a condition ‘any’ or ‘all’. For specifying any criteria, it is important that pixel requirements of your website are fulfilled.

If you have placed 2 conditions, you can use ‘any’ to specify completion of any 1 criteria and ‘all’ to ensure that all the criterias mentioned by you are being followed.

Creation of Customer List Custom Audience

Once you click on the option, you’ll be asked if the list you’ll be using has customer value or not. This value signifies how valuable a customer is to you and how regularly they spend time with your business. You can click the respective button depending on the data you’ll be using. If you give this value along, Facebook will try to find more people who have interests similar to those of your valuable customers.

Once you’ve selected the option, you can either upload a file in txt format or simply copy paste it using the 2nd option. Name the audience and you’ll be good to go.

Creation of an App Activity Custom Audience

Once you select the option ‘App Activity’, the rest of the steps are the same as those which you find during creation of a custom audience through the website. You can select any criteria as per your strategy along with duration and then name the audience.

Creation of an Engagement Custom Audience

If you do not have a large volume of website data or customer list, you can use engagement for creating your custom audience.

1. Video:

Out of the videos you’ve posted so far, you can select one or more videos along with the time window to include. Percentage can be selected from 25% of the video to upto 95% of the video.

2. Instagram:

You can utise your Instagram profile to choose from the various engagement options available as shown in the image. The duration can be selected for upto 365 days.

3. Lead form:

You have the option to choose either a specific lead form or the account as a whole. As a criteria, you can choose any of the following:

a. People who submitted the form
b. People who haven't submitted the form

4. Events:

If you have created events before on Facebook, you can select a specific event and choose out of various options available as per people’s response.

5. Instant Experience:

This is useful if you’ve created Instant Experience. Based on the user's action, i.e if the instant experience was opened or not or if a user clicked on any of the links provided in the instant experience, a custom audience can be created.

6. Facebook Page:

Lastly is the option of Facebook Page. You can use this to create audience as per different options available on the basis of a user’s engagement with the Facebook page.


This was all about creating custom audiences on Facebook. Almost all these options come with a duration wherein you can select the past number of days to which the criteria applies to. It is always better to target the most recent group of audiences. Custom audiences is a very powerful way of getting in touch with your user base and may lead to significant reduction in cost per result. Do give it a try!

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