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Custom Audience

An audience created from your own customer data, website visitors, or app users.

Definition

A custom audience lets you target specific groups of people using your own data sources.

Types

  • Customer List: Email addresses, phone numbers
  • Website Traffic: People who visited specific pages
  • App Activity: Users who took actions in your app
  • Engagement: People who interacted with your content

Why It Matters

Custom audiences let you target people who already have a relationship with your brand — website visitors, email subscribers, past customers, or app users. They're the foundation of retargeting and typically deliver the highest ROAS because you're reaching people who already know and trust you.

Examples

  • •A website custom audience of people who visited product pages in the last 30 days
  • •An email list custom audience uploaded to Meta for targeted remarketing campaigns
  • •A video viewer audience of people who watched 75%+ of your ad videos

Common Mistakes

  • ✕Creating audiences that are too small to give the algorithm enough data to optimize
  • ✕Not segmenting custom audiences by recency and intent level (all visitors vs cart abandoners)
  • ✕Forgetting to exclude existing customers from prospecting campaigns, wasting budget on people who already bought
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