TL;DR
Custom Audiences let you target people who already know your business. In Ads Manager, go to Audiences > Create Audience > Custom Audience. Sources include website traffic (pixel-based, e.g., all visitors in the last 30 days, add-to-cart but no purchase), customer list (upload emails/phones for matching), app activity, video engagement (people who watched 50%+ of a video), lead form engagement, Instagram/Facebook page engagement, and shopping activity. Website and customer list audiences are the most valuable for performance campaigns.
Overview
Custom Audiences let you target people who already know your business. In Ads Manager, go to Audiences > Create Audience > Custom Audience. Sources include website traffic (pixel-based, e.g., all visitors in the last 30 days, add-to-cart but no purchase), customer list (upload emails/phones for matching), app activity, video engagement (people who watched 50%+ of a video), lead form engagement, Instagram/Facebook page engagement, and shopping activity. Website and customer list audiences are the most valuable for performance campaigns.
Related Guides
See our complete Meta Ads guide library for detailed coverage of pixel setup, campaign creation, audience building, creative best practices, and optimisation strategies.
Frequently asked
Questions & answers
How long does setup take?
Most configurations take 10-30 minutes. Full campaign setup and optimisation is an ongoing process.
What if something goes wrong?
Meta provides diagnostic tools in Events Manager and Account Quality. Use these to identify and resolve issues quickly.
Where can I get support?
Meta's Business Help Center, your account representative (if available), and our related guides cover common scenarios.
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