Custom Audiences
TargetingDefinition
Custom Audiences are advertiser-defined segments built from your own data — customer lists, website visitors, app users, or people who engaged with your social content. They enable precise targeting based on real interactions with your business.
In Meta, Custom Audiences come from four sources: customer lists, website traffic (Pixel events), app activity, and on-platform engagement. In Google, the equivalent is Customer Match and remarketing audiences.
Custom Audiences serve two purposes: direct retargeting and seed data for lookalike audiences. A purchaser audience can be targeted with upsell campaigns while simultaneously generating a lookalike for prospecting.
Upload hashed customer lists or configure pixel/tag events to build audiences automatically. Segment by value, recency, and behavior. Apply as targeting in campaigns. Refresh lists regularly for accuracy.
Custom Audiences connect your CRM and customer data to advertising. They enable personalized messaging based on journey stage and provide the highest-quality seed data for lookalike creation.
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Frequently Asked Questions
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Dynamic audiences (pixel-based) update automatically. Customer list uploads should be refreshed monthly. Stale lists reduce match rates.
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Meta requires 100 people. Google Customer Match needs 1,000 matched users. For best performance, aim for several thousand.
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Yes, with proper consent and legal basis. Platforms hash data before matching. Ensure your privacy policy covers data sharing with ad platforms.
Not using your customer data for targeting?
We build Custom Audience strategies that connect your CRM data to high-performing ad campaigns.