Log into Meta Ads Manager and go to “Audiences” under “Assets,” then click “Create Audience” and select “Custom Audience.” 2. Choose a source: website traffic (via Pixel or CAPI), customer list (upload contact details), app activity (via SDK), or engagement on Facebook/Instagram. 3. Define targeting criteria, name your audience clearly (e.g., “Website Visitors – Last 30 Days”), and optionally exclude other audiences before saving. 4. Use the saved audience in campaigns by selecting it under “Custom Audiences” during ad setup, and combine with lookalike or detailed targeting for better precision. Always follow data privacy rules, update lists regularly, test segments, and prioritize high-intent groups like cart abandoners to maximize ROI.
Creating a custom audience in Facebook Ads is a powerful way to target people who already have some connection to your business — whether they’ve visited your website, used your app, or engaged with your content. Here’s how to set one up effectively.

1. Go to the Audiences Section in Meta Ads Manager
Start by logging into your Meta Ads Manager account. From the main dashboard, click on “Audiences” under the “Assets” section in the left-hand menu. Then click the “Create Audience” button and select “Custom Audience.”
This opens the setup window where you can choose the source of your audience.

2. Choose Your Audience Source
Facebook lets you create a custom audience from several sources. Pick the one that fits your goal:
-
Website Traffic
Target people who visited your website. You’ll need the Meta Pixel or Facebook CAPI installed on your site.
→ Choose “Website traffic,” then define rules like:- All website visitors
- Visitors to specific pages (e.g., product pages, cart abandoners)
- Time frame (e.g., last 30 days)
Customer List (Upload Contacts)
Upload your email list, phone numbers, or other customer data.
→ Choose “Customer list,” then upload a CSV or copy-paste details.
Facebook matches this data to user profiles (privacy-compliant).
Tip: Include as many identifiers as possible (email, phone, name, address) for better matching.App Activity
Target users who’ve taken specific actions in your mobile app.
→ Requires Facebook SDK integration in your app.
You can target users who installed the app, completed a level, or made a purchase.-
Engagement on Facebook or Instagram
Include people who interacted with your content, such as:- Watched your videos (e.g., 50% or more of a 15-second video)
- Engaged with your Instagram profile or posts
- Messaged your Page
3. Name and Save Your Audience
After setting the criteria, give your audience a clear name (e.g., “Website Visitors – Last 30 Days” or “Email List – May 2024”). This helps when selecting audiences for future campaigns.
Optionally, you can exclude other audiences (e.g., exclude past purchasers when targeting cart abandoners).
Click “Create Audience” to save it.
4. Use Your Custom Audience in a Campaign
Once created, your audience will appear when you set up a new ad campaign. When choosing targeting in Ads Manager, go to “Custom Audiences” under the “Custom Audiences” dropdown and select the one you made.
You can also combine it with lookalike audiences or layer in detailed targeting (like interests or demographics) for more precision.
A few best practices:
- Always respect user privacy and comply with data policies.
- Update customer lists regularly to keep audiences relevant.
- Start with smaller, high-intent audiences (e.g., cart abandoners) for better ROI.
- Test different audience segments to see what performs best.
Basically, just pick your source, define who you want to reach, and let Facebook do the matching. It’s not magic — but it’s close.
The above is the detailed content of How to create a custom audience for Facebook Ads. For more information, please follow other related articles on the PHP Chinese website!

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