Website Vistors Custom Audience
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Intermediate Facebook Advertising – How to Master Custom and Lookalike Audiences

This lesson requires a functioning Facebook pixel. If you haven’t set up your pixel, please review our lesson on it.

How to Create Website Audiences

Creating website audiences is easy. In the audience section, go to custom audience and select Website Visitors, and then select your audience characteristics.


Each audience is made up of four parts.


1) Website audience type – This defines how you can build your audience.

2) Targeting parameters – This is where you set what pages or events define your audience.

3) Duration – Each audience requires a number of days. You can also select whether to include past website traffic.

4) Naming – Label and describe your audience so you can refer to it later.

Currently there are 6 different Website Visitor audiences you can create.

  1. Anyone who visits your website
  2. People who visit specific web pages
  3. People visiting specific web pages but not others
  4. People who haven’t visited in a certain amount of time
  5. Custom combinations
  6. Based on time spent on your website

Next let’s go through each of these audiences. Rather than explain the differences between each one, we’ll provide helpful advice for using these audiences in your ad campaigns.

1. Anyone who visits your website

If you use multiple websites or subdomains, you can easily select which group you want to target.


You should use this audience if you want to target all website visitors, regardless of their characteristics. This is less useful for advanced marketers, since you’ll want to add exclusions.

2. People who visit specific web pages

This targeting option lets you reach anyone who visits a specific webpage, or visits any URL keyword. You can add multiple keywords and URLs to target.



This audience allows further customization. You can use Custom Audience exclusions to narrow down even further. Since you can’t exclude people with this open, you can setup exclusions in the ad set creation panel.


Here’s some other ways to target people.

  • Target people based on site topics. Ex: Target only people who visited a URL that contains “Facebook”
  • Target recent product page visitors. Ex: Target just the URL of a product page

3. People visiting specific web pages but not others

These are very common audiences to make. You can easily create audiences that exclude others who’ve taken a specific action, or visited a specific page.



  • Retarget non-converted website visitors, by including page visits and excluding any thank you pages or other conversion completion pages
  • Reach people who do not complete your on-boarding process, by excluding anyone who visited the thank you page and including anyone who visited the on-boarding page

4. People who haven’t visited in a certain amount of time

This audience option lets you reach visitors who haven’t engaged with your web properties in a certain amount of time.



You should consider breaking out audiences into logical time-based chunks. Someone who hasn’t visited in 2 days is different than someone who hasn’t visited in 30 days.

5. Custom combination and advanced custom audiences

Custom combinations are an advanced feature – not every advertiser may have access to this.

You have three options for setting targeting

  • URL contains
  • URL equals
  • Events

Events brings up additional options. If you select event, you can add additional parameters.


You can select the number of times an event fires, the timeframe of that event, set the audience to include and exclude other audiences and only include certain traffic.

For examples of how Custom Combination usage and audiences, download our eBook on Advanced Custom Audiences

6. Time spent on your website

This is another advanced custom audience which you might currently not have.

This option let’s you target the top 5%,10% and 25% of your audience based on time spent on your site. You can then set the number of days to include.



This is a great way to reach your most active users. Using this and excluding audiences in your ad set can really help you narrow down to specific people you want to target.

For example, an ecommerce company could target the top 25% of people who also visited your website, but did not visit a product page. You would include your 25% audience and exclude anyone who purchased a product.

Using Duration to Build Better Audiences

Anyone can make a Custom Audience – it’s how you build them and for what purpose that matters.

One thing that most advertisers don’t consider is the impact of the days on your audience performance.

For example, let’s take anyone who visits our homepage in the last 3 days, compared to the last 30.

People who visited within 3 days are much more likely to remember your company and could and be open to being persuaded to purchase your product. People who visited after 15 days? Probably less so.

Recent visitors are likely more engaged and aware of your brand and your product. Therefore it’s important to craft your ads based on days visited, as well as pages visited or events taken, rather than creating ads that target everyone.

Let’s say I want to target website visitors who haven’t visited in 15 days. To do this, I would create a 15-day website visitor audience and a 180 day website visitor audience. I would choose to include the 180-day audience and exclude the 15-day visitor audience. That ensures I only target people who visited after 15 days.


This examples shows you how mixing and matching can be useful.

Take the time to think about your website visitors and how often they visit. Then start building your audience based on the number of days people last visited your site.

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