A Beginner’s Guide to Facebook Custom Audiences for Ecommerce Shops (2024)

What is a Facebook Custom Audience?

A Facebook Custom Audience is a targeted group of Facebook users who have already interacted with your business, whether it’s through your website, app, or social media platforms. This type of audience allows you to create personalized ad campaigns tailored to specific groups of people, making your marketing efforts more effective and efficient.

iOS14.5 updates and Custom Audiences

With the recent iOS14.5 update, there have been changes to how Facebook handles Custom Audiences. It’s important to stay informed about these changes and how they may impact your ad targeting strategies.

Types of Custom Audiences

There are several types of Facebook Custom Audiences, including website custom audiences, engagement custom audiences from Meta sources, and custom audiences from customer lists. Each type serves a different purpose and can be used to target specific groups of potential customers.

How to create a Facebook Custom Audience

Creating a website Custom Audience

1. Choose Website under Your sources

2. Set rules

3. Name your audience

4. Click “Create audience”

Creating an Engagement Custom Audience from Meta Sources

1. Choose a Meta Source

2. Set rules

3. Name the audience

4. Select “Create audience”

Creating a Custom Audience from a customer list

1. Create a customer list

2. Choose the “Customer list” source

3. Import customer list

4. Review your list and click “Upload and create”

Important notes about Facebook Custom Audiences

It’s crucial to understand the limitations and best practices when using Facebook Custom Audiences. Be mindful of privacy policies and data protection regulations to ensure compliance with advertising standards.

How to use Facebook Custom Audiences

1. Grow your Facebook audience

Custom Audiences can be used to expand your reach and attract new followers by targeting users who share similar characteristics to your existing customer base.

2. Upsell existing customers

Target customers who have already made a purchase from your online store and recommend related products or services to increase the average order value.

3. Target people who abandoned their carts

Re-engage with users who have shown interest in your products by reminding them of items in their abandoned shopping carts, encouraging them to complete their purchase.

4. Sell to active subscribers

Custom Audiences can help you promote exclusive offers and promotions to your email subscribers or social media followers, nurturing customer loyalty and engagement.

5. Get feedback from customers

Use Custom Audiences to survey customers who have recently made a purchase, gathering valuable feedback to improve your products or services.

6. Build your email list

By targeting existing customers with Custom Audiences, you can encourage them to sign up for your email newsletter, expanding your marketing reach and building a stronger relationship with your audience.

More advanced ways to use Facebook Custom Audiences

Advantage+ catalog ads (formerly dynamic product ads)

These ads allow you to showcase relevant products to users who have previously shown interest in specific items on your website, increasing the likelihood of conversion.


Custom Audiences can also be used to exclude certain groups of people from seeing your ads, ensuring that your marketing efforts are targeted towards the most relevant audience.

Lookalike audiences

By creating a lookalike audience based on your existing Custom Audience, you can reach new potential customers who share similarities with your current customer base.

Value-based lookalike audiences

This feature allows you to create lookalike audiences based on the lifetime value of your customers, targeting high-value prospects who are likely to generate significant revenue for your business.

Pixel events

Utilize Facebook Pixel events to track specific actions taken by your website visitors, such as completing a purchase or signing up for a newsletter, and create Custom Audiences based on these interactions.

Start advertising your ecommerce business today

With the knowledge and tools to create and utilize Facebook Custom Audiences, you can begin implementing targeted ad campaigns to grow your ecommerce business and drive sales.

Facebook Custom Audience FAQ

What is a Facebook Custom Audience?

A Facebook Custom Audience is a targeted group of Facebook users who have already interacted with your business, allowing you to create personalized ad campaigns.

What is the difference between a saved audience and a custom audience?

A saved audience is a group of users created based on specific demographic and interest criteria, while a custom audience consists of users who have already engaged with your business.

Is it better to have a specific audience on Facebook?

Having a specific audience on Facebook, such as a Custom Audience, allows for more targeted and personalized ad campaigns, leading to higher conversion rates and improved ROI.

How long do Facebook Custom Audiences last?

Facebook Custom Audiences can last for up to 180 days from the date of creation, allowing you to continually engage with and target specific groups of users over an extended period.