Introduction to Custom Audiences
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Intermediate Facebook Advertising – How to Master Custom and Lookalike Audiences

Before we show you Custom Audience, and how to use them to increase sales and leads, let’s walk through the audience management part of Facebook.

Managing Audiences

Custom audiences can be found in Ads Manager by selecting Audiences from the ads manager selection tool.

facebook ads manager audiences

When you enter Audiences, you’ll be confronted with this screen. Don’t panic, it’s actually very easy to understand. Let’s go through each section.

facebook audience manager


This screen shows you all of your existing Custom Audiences, with the most recent audience being displayed first.

There are currently 6 different columns:

  • Name – The name of your audience.
  • Type – The specific type of audience. This could could be Custom, Lookalike or Saved.
  • Size – This is the active size of your audience. This changes depending on how you’ve built your audiences, and the number of people visiting your site.
  • Availability – Tells you whether the audience is ready to target, and the last time it was updated.
  • Date Created – Easily see when an audience was created.
  • Audience ID – The specific ID of your audience.
  • Sharing – The other ad accounts you’ve shared a Custom Audience with.

You can use the search bar to quickly pull up different audiences based on their names.

Creating Audiences

This is where you select the audiences you want to create. We cover Lookalikes in a later course.


Filters can be a time-saver if you manage many different of Custom Audiences.

facebook audience filters

There are four different filters you can use to break up audiences:

  1. Quick look – Easily see groupings of different audiences.
  2. Type – Select your audience type to filter, such as Lookalikes or Custom Audiences.
  3. Availability – Not Ready means your audience it still being created, or it’s not big enough.
  4. Source – You can see how many difference audience types exist. We’ll cover these in a later lesson.

Customize Columns

This let’s you customize which columns appear in your audience screen.


Actions are where you edit and analyze your audiences. In order to access actions, you must have at least one audience selected.

facebook audience actions

You can quickly create a Lookalike audience and edit, delete or share.

Audience Overlap is a powerful tool to analyze how much of your selected audiences overlap each other.

To learn how to use this tool and why it will help save you money, check out our lesson on Audience Overlap in our Facebook Audience Research Course.

Custom Audience Types

There are four major Custom Audience types:

  • Customer File
  • Website Traffic
  • App Activity
  • Engagement on Facebook

The next lessons take deep dive into each Custom Audience, showing you how to use and master each audience type.

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