Custom Audience: from Ad Engagement
The Custom Audience: from Ad Engagement feature allows you to define an audience based on their past interactions with your ads. Located in the Audience Management tab, this tool lets you quickly build an audience from people who have previously engaged with your ads across any past or current ad sets.
💡When & Why to Use This Feature
Retarget warm leads who have already interacted with your brand.
Exclude past converters to avoid wasting spend.
Build funnel-based campaigns, such as click-based audiences for mid-funnel ads and converters for upsells or loyalty offers.
Create lookalike audiences based on high-quality engagement data.
Key Engagement Types
You can define your audience based on three types of previous engagement:
- Impressions - users who viewed your ad.
- Clicks - users who clicked on your ad.
- Conversions - users who completed a specific action you’ve set as a conversion (such as making a purchase or submitting a form).
Instead of uploading an audience list (as in Custom audience from Consumer file), you just select the ad sets you'd like to use for engagement targeting.
Steps to Define Your Audience
- Choose an Ad Set - Select the ad set that includes users you’d like to retarget.
- Select Engagement Type - Choose the engagement type (Impressions, Clicks or Conversions) that defines this audience.
- Set Engagement Timeframe - Define the time period for the engagement: 7, 14, 30, 60, or 90 days.
💡 Note: You can also choose to exclude audiences based on their previous actions, like excluding users who have already converted. This is optional but can help refine your audience for more targeted ad sets.
Once you’ve clicked “Confirm”, you’re all done building your custom audience based on their engagement behavior! Please keep in mind the custom audience may take up to 24 hours or longer to be created, but once it’s created you can select the custom audience in any existing or new ad sets.