TL;DR
Meta offers three layers of targeting: Core Audiences (demographics, interests, behaviours configured in the ad set), Custom Audiences (people who have interacted with your business — website visitors, customer lists, app users, video viewers, engagement audiences), and Lookalike Audiences (people similar to your existing customers or audiences). Start with Custom Audiences for retargeting and Lookalikes based on your best customers for prospecting. Use Advantage+ Audience for broader AI-driven targeting once your pixel has sufficient data.
Overview
Meta offers three layers of targeting: Core Audiences (demographics, interests, behaviours configured in the ad set), Custom Audiences (people who have interacted with your business — website visitors, customer lists, app users, video viewers, engagement audiences), and Lookalike Audiences (people similar to your existing customers or audiences). Start with Custom Audiences for retargeting and Lookalikes based on your best customers for prospecting. Use Advantage+ Audience for broader AI-driven targeting once your pixel has sufficient data.
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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