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In this article we will be elaborating on the steps one needs to take to create Custom Audiences and how to use it during the campaign creation process in Ad Manager.
Where to find the option to create custom audiences? An option to create custom audiences can be found:
In the campaign creation flow, the second step is about 'Budget and Audience', under Audience Controls section we have the Intended Audience section. Under the Retargeting tab, when you click on the dropdown to 'Create new or select retargeting audience', the first option in the list is to "Create a Custom Audience"
How to create a custom audience?
This type of target audience refers to a group of people who are familiar with your brand/product and have interacted with it earlier at some point in any of the Meta platform. We will be using custom audience curated especially to target these set of people with our ad campaign.
Creation of a custom audience is a two step process, both the steps are listed as follows:
How to create a Website Custom Audience?
All the details related to creating a Website custom audience is explained in the above section as an example.
How to create a Facebook Page Custom Audience?
By selecting the 'Facebook Page' as the custom audience source from the first stepper dialog, users can proceed to create an audience of people who follow or have interacted with your page and proceed to define the audience specifics in the second step.
Page: The list of all the pages that are integrated with Ad Manager will be shown in the dropdown and one of them can be selected.
Events: Choose the event you want to be considered as the pivot for your audience creation. There are 7 options in the dropdown list of events out of which one can be selected.
Audience retention: It refers to the number of days users will remain in your audience after they have interacted with your content. In case of Facebook Page audience, 365 days is the maximum allowed limit.
Add an audience name and description for easy distinction.
How to create a Lead Form Custom Audience?
By selecting the 'Lead Form' as the custom audience source from the first stepper dialog, users can proceed to create an audience of people who have opened or completed a form in one of your lead generation ads on Facebook or Instagram and proceed to define the audience specifics in the second step.
Events: Choose the event you want to be considered as the pivot for your audience creation. There are 3 options in the dropdown list of events out of which one can be selected: 1. Users who opened and submitted form 2. Users who opened but didn't submit form
- 1Anyone who opened the form
Page: The list of all the pages that are integrated with Ad Manager will be shown in the dropdown and one of them can be selected.
Lead form: Based on the page selected, all the lead forms associated with the selected page will be present as part of the lead form dropdown list and one can be selected. This is the form which will be considered to curate audience who've interacted with this form.
Audience retention: It refers to the number of days users will remain in your audience after they have interacted with your content. In case of Lead Form audience, 90 days is the maximum allowed limit.
Add an audience name and description for easy distinction.
How to create a Customer List Custom Audience?
By selecting ‘Customer List’ as the custom audience source from the first stepper dialog, users can choose CSV Upload or Smart List and proceed to define audience specifics in the second step.
A Meta Customer List Custom Audience lets you use your own customer data (emails, phone numbers, etc.) in Ad Manager to reach specific individuals on Facebook and Instagram. The data is matched to user profiles so you can deliver targeted ads.
Method | How it works | Key notes
Upload File | Upload a CSV file with customer identifiers (e.g., emails, phone numbers) to create the audience. | Must follow Meta's formatting guidelines; upload fails if headers/values are invalid.
Use Smart Lists → Static | Create the audience from an existing Adaptive AI Smart List and freeze it at creation time. | Includes only contacts present at creation; does not update later.
Use Smart Lists → Dynamic | Link to an Adaptive AI Smart List that updates Dynamically as the list changes. | Adds/removes contacts automatically when the Smart List updates.
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- How to create Customer List Custom Audience?
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