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Using custom and lookalike audiences with Facebook Ads
Using custom and lookalike audiences with Facebook Ads

Want to find out more about building custom and lookalike audiences? Here we walk you through the different sources.

Hannah McKernon avatar
Written by Hannah McKernon
Updated over a week ago

Access your Business Manager. To reach the audience section, click on the ‘burger’ icon, which consists of three horizontal lines, and then select 'Audiences'. If you've previously boosted a post and built an audience, these audiences will be displayed here.

To explore custom audiences and the various types available, click on 'Create Audience' and then choose 'Custom Audience'. For a description of each type, hover over the information ('i') icon.

Audience sources

  • The Website source is driven by your pixel, so with your pixel on your website. You can build audiences from anyone who's visited your website. It can be driven off certain time parameters, up to 180 days. You can even base your parameters on your conversion event. So any events that you are tracking on your pixel be that view content or purchase if your ecommerce business or lead created if you're more generic in your business function, it's all going to be available to you there within the Website option.

  • The App activity option covers anyone who's interacted with an app if you have apps as a business.

  • Catalogue is very relevant to e-commerce businesses who are likely to have a product catalogue. If you've connected that catalogue to Facebook, then you are able to create a specific audience based on who has engaged with your catalogue or specific product items.

  • Under Customer list you have the option to upload any lists that you have within your business. It's all very safe and secure to do this. So you can upload data containing people that have opted in to your marketing.

  • Offline activity embraces a number of different possibilities, including whether people have interacted with you in a store or any other kind of offline channels.

The principle ones that businesses will initially want to use are Website, Customer List and potentially Catalogue if you are an ecommerce business.

Meta Sources: Engaging Audiences on Facebook and Instagram

Meta Sources are hosted within the Facebook and Instagram apps. These include:

  • Audiences based on Video viewership.

  • People who have filled out a Lead form on Facebook.

  • Engagement with Instant Experience, a full-screen ad format that opens upon clicking a picture or video, often featuring a carousel.

  • Shopping allows you to target those who have interacted with your shop.

  • The Instagram app feature to target users engaged with your content, with customisable time frames.

  • Events for targeting audiences around specific events you've created, like sales or webinars.

  • Your Facebook page, similar to Instagram, for targeting people who have liked your page within various time frames.

  • On Facebook listings for creating audiences from people who have interacted with your Facebook catalogue listings.

So it's really a wealth of sources that of people who have engaged with your business in a multitude of different ways. So it's really about thinking about who you want to reach and how best to reach them.

In this video, we show you these sources in action:

That's a quick walkthrough how to create custom audiences for your business.

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