Custom audiences are your owned data—people who already have a relationship with your brand. They're often your highest-intent audiences and most profitable segments.
Website Custom Audiences#
Built from Pixel and CAPI data. Segment by: all visitors, product viewers, cart abandoners, checkout abandoners, past purchasers. Adjust lookback windows to match your sales cycle.
Customer List Audiences#
Upload email/phone lists to match against Meta users. Not affected by iOS tracking. Best lists: purchasers (exclude from prospecting), high-LTV customers (seed for lookalikes), email subscribers who haven't purchased.
Engagement Audiences#
Target people who've interacted with your Meta content. Video viewers (50%+), profile engagers, lead form openers. These aren't affected by iOS. See our lookalike guide for building on these.
