Mobile App Custom Audiences

Build audiences based on peoples' actions in your app that meet your criteria. This feature allows you to build an audience who, for example:

  • "Passed Level 8 in the last 10 days"
  • "Used app in the last 8 days but hasn't purchased anything"
  • "Added to cart but not purchased"

This solution uses logged named events through our Facebook SDKs, App Events API, or via Mobile Measurement Partners. Examples of events to log include "Installed", "Added to Cart", "Purchased", or "Achieved a Level".

Since September 2018, we do not support subtype for custom audiences for websites, apps, engagement custom audiences, and audiences from offline conversion data. The exception is that subtype is still supported for engagement custom audiences for video.

Create an Audience

To create Custom Audiences from your mobile app, the ad account must accept the Terms of Service for Custom Audiences, in Ads Manager. To sign the terms:

  • You need to be an Admin, Developer, or Insights User for the ad account.
  • Your ad account should be listed as an Advertising account on your app settings.

To create your audience:

curl -X POST \ -F 'name="My Test Website Custom Audience"' \ -F 'rule={ "inclusions": { "operator": "or", "rules": [ { "event_sources": [ { "id": "<APP_ID>", "type": "app" } ], "retention_seconds": 8400, "filter": { "operator": "and", "filters": [ { "field": "event", "operator": "eq", "value": "fb_mobile_purchase" } ] } } ] } }' \ -F 'prefill=1' \ -F 'access_token=<ACCESS_TOKEN>' \ https://graph.facebook.com/v9.0/act_<AD_ACCOUNT_ID>/customaudiences
'use strict'; const bizSdk = require('facebook-nodejs-business-sdk'); const AdAccount = bizSdk.AdAccount; const CustomAudience = bizSdk.CustomAudience; const access_token = '<ACCESS_TOKEN>'; const app_secret = '<APP_SECRET>'; const app_id = '<APP_ID>'; const id = '<AD_ACCOUNT_ID>'; const api = bizSdk.FacebookAdsApi.init(access_token); const showDebugingInfo = true; // Setting this to true shows more debugging info. if (showDebugingInfo) { api.setDebug(true); } const logApiCallResult = (apiCallName, data) => { console.log(apiCallName); if (showDebugingInfo) { console.log('Data:' + JSON.stringify(data)); } }; let fields, params; fields = [ ]; params = { 'name' : 'My Test Website Custom Audience', 'rule' : {'inclusions':{'operator':'or','rules':[{'event_sources':[{'id':'<appID>','type':'app'}],'retention_seconds':8400,'filter':{'operator':'and','filters':[{'field':'event','operator':'eq','value':'fb_mobile_purchase'}]}}]}}, 'prefill' : '1', }; const customaudiences = (new AdAccount(id)).createCustomAudience( fields, params ); logApiCallResult('customaudiences api call complete.', customaudiences);
require __DIR__ . '/vendor/autoload.php'; use FacebookAds\Object\AdAccount; use FacebookAds\Object\CustomAudience; use FacebookAds\Api; use FacebookAds\Logger\CurlLogger; $access_token = '<ACCESS_TOKEN>'; $app_secret = '<APP_SECRET>'; $app_id = '<APP_ID>'; $id = '<AD_ACCOUNT_ID>'; $api = Api::init($app_id, $app_secret, $access_token); $api->setLogger(new CurlLogger()); $fields = array( ); $params = array( 'name' => 'My Test Website Custom Audience', 'rule' => array('inclusions' => array('operator' => 'or','rules' => array(array('event_sources' => array(array('id' => '<appID>','type' => 'app')),'retention_seconds' => 8400,'filter' => array('operator' => 'and','filters' => array(array('field' => 'event','operator' => 'eq','value' => 'fb_mobile_purchase'))))))), 'prefill' => '1', ); echo json_encode((new AdAccount($id))->createCustomAudience( $fields, $params )->exportAllData(), JSON_PRETTY_PRINT);
from facebook_business.adobjects.adaccount import AdAccount from facebook_business.adobjects.customaudience import CustomAudience from facebook_business.api import FacebookAdsApi access_token = '<ACCESS_TOKEN>' app_secret = '<APP_SECRET>' app_id = '<APP_ID>' id = '<AD_ACCOUNT_ID>' FacebookAdsApi.init(access_token=access_token) fields = [ ] params = { 'name': 'My Test Website Custom Audience', 'rule': {'inclusions':{'operator':'or','rules':[{'event_sources':[{'id':'<appID>','type':'app'}],'retention_seconds':8400,'filter':{'operator':'and','filters':[{'field':'event','operator':'eq','value':'fb_mobile_purchase'}]}}]}}, 'prefill': '1', } print AdAccount(id).create_custom_audience( fields=fields, params=params, )
import com.facebook.ads.sdk.*; import java.io.File; import java.util.Arrays; public class SAMPLE_CODE_EXAMPLE { public static void main (String args[]) throws APIException { String access_token = \"<ACCESS_TOKEN>\"; String app_secret = \"<APP_SECRET>\"; String app_id = \"<APP_ID>\"; String id = \"<AD_ACCOUNT_ID>\"; APIContext context = new APIContext(access_token).enableDebug(true); new AdAccount(id, context).createCustomAudience() .setName(\"My Test Website Custom Audience\") .setRule(\"{\\"inclusions\\":{\\"operator\\":\\"or\\",\\"rules\\":[{\\"event_sources\\":[{\\"id\\":\\"<appID>\\",\\"type\\":\\"app\\"}],\\"retention_seconds\\":8400,\\"filter\\":{\\"operator\\":\\"and\\",\\"filters\\":[{\\"field\\":\\"event\\",\\"operator\\":\\"eq\\",\\"value\\":\\"fb_mobile_purchase\\"}]}}]}}\") .setPrefill(true) .execute(); } }
require 'facebook_ads' access_token = '<ACCESS_TOKEN>' app_secret = '<APP_SECRET>' app_id = '<APP_ID>' id = '<AD_ACCOUNT_ID>' FacebookAds.configure do |config| config.access_token = access_token config.app_secret = app_secret end ad_account = FacebookAds::AdAccount.get(id) customaudiences = ad_account.customaudiences.create({ name: 'My Test Website Custom Audience', rule: {'inclusions':{'operator':'or','rules':[{'event_sources':[{'id':'<appID>','type':'app'}],'retention_seconds':8400,'filter':{'operator':'and','filters':[{'field':'event','operator':'eq','value':'fb_mobile_purchase'}]}}]}}, prefill: '1', })

This returns the id of the audience upon success. These parameters are most relevant:

Name Description

name

type: String

Required.

Name of your custom audience.

description

type: String

Optional.

Description of your custom audience.

rule

type: JSON object

Optional.

Rule to define the audience. See Audience Rules.

Each ad account can create a maximum of 200 custom audiences via Custom Audiences from Your Mobile App. Make a POST request to:

https://graph.facebook.com/<API_VERSION>/act_<AD_ACCOUNT_ID>/customaudiences

Use these fields:

Name Description

name

type: string

Required.

Name of your Custom Audience

retention_days

type: integer

Required.

How long someone is in this audience. The minimum number is 1. The maximum number is 180.


If retention_days is 14, and on day 13, an audience member triggers an app event matching your criteria, then Facebook extends their time in the audience 14 more days. Someone is in an audience N days from the last matching event they triggered.

rule

type: JSON Object

Required.

Rules to define the audience. See Audience Rules

Audience Rules

To determine who gets added to the Custom Audience, define a rule based on events in your app. A rule is a JSON object with key-value pairs and can reference multiple app events. You can define the rule based on specific events and their parameters and also the aggregation. See Audience Rules for more information. See also:

  • Audience Rule Syntax
  • Rule Set Syntax
  • Inclusion And Exclusion Rule Syntax: Under event_sources, set id to your app's ID and type to app.
  • Filters
  • Filter Rules:
    • Use 'event' as field, if the filter is to specify an event. Parameters that match App events sent by app; for example, "_appVersion", "_value", and so on.
    • If the field attribute is set to "event", the value must be set to an event name. Use the App Event API to see app events and parameters reported by the pixel.
  • Aggregation Functions: The following aggregation functions are available for Mobile App Custom Audiences: "count","sum", "avg", "min", and "max".

Example Mobile App Custom Audience Rules

Standard event example

All mobile app purchasers in the last 30 days for app id 55064006:

{
    "inclusions: {
        "operator": "or",
        "rules": [    
            {
                "event_sources": [
                    {
                        "id": 55064006, 
                        "type": "app"
                    }
                ],
                "retention_seconds: 2592000,
                "filter": {
                    "operator": "and",
                    "filters": [
                        {
                            "field": "event",
                            "operator": "=",
                            "value": "fb_mobile_purchase"
                        }
                    ]
                }
            }
        ]
    }
}

Custom event with parameters example

All users who passed back custom “timeOnPanel” events in the last 30 days for app id 55064006:

{
    "inclusions: {
        "operator": "or",
        "rules": [    
            {
                "event_sources": [
                    {
                        "id": 55064006, 
                        "type": "app"
                    }
                ],
                "retention_seconds: 2592000,
                "filter": {
                    "operator": "and",
                    "filters": [
                        {
                            "field": "event",
                            "operator": "=",
                            "value": "timeOnPanel"
                        }
                    ]
                }
            }
        ]
    }
}

All users who passed back custom “timeOnPanel” events where event value is greater than 30, color is “red” or “blue”, and favorite dessert contains “banana”:

{
    "inclusions: {
        "operator": "or",
        "rules": [    
            {
                "event_sources": [
                    {
                        "id": 55064006, 
                        "type": "app",
                    }
                ],
                "retention_seconds: 2592000,
                "filter": {
                    "operator": "and",
                    "filters": [
                        {
                            "field": "event",
                            "operator": "=",
                            "value": "timeOnPanel",
                        },
                        {
                            "field": "_value",
                            "operator": ">",
                            "value": 30,
                        },
                        {
                            "field": "color",
                            "operator": "is_any",
                            "value": ["red", "blue"],
                        },
                        {
                            "field": "favoriteDessert",
                            "operator": "contains",
                            "value": "banana",
                        }
                    ]
                }
            }
        ]
    }
}

Aggregation example

Top 20% purchasers based on the purchases in the last 30 days:

{
    "inclusions: {
        "operator": "or",
        "rules": [    
            {
                "event_sources": [
                    {
                        "id": 55064006, 
                        "type": "app"
                    }
                ],
                "retention_seconds: 2592000,
                "filter": {
                    "operator": "and",
                    "filters": [
                        {
                            "field": "event",
                            "operator": "=",
                            "value": "fb_mobile_purchase"
                        }
                    ]
                }
                "aggregation": {
                    "type": "count",
                    "method": "percentile",
                    "operator": "in_range",
                    "from": 75,  
                    "to": 100,
                }
            }
        ]
    }
}

Exclusions example

The following example includes people who added to cart, but not purchased:

{
    "inclusions: {
        "operator": "or",
        "rules": [    
            {
                "event_sources": [
                    {
                        "id": 55064006, 
                        "type": "app"
                    }
                ],
                "retention_seconds: 2592000,
                "filter": {
                    "operator": "and",
                    "filters": [
                        {
                            "field": "event",
                            "operator": "=",
                            "value": "add_to_cart"
                        }
                    ]
                }
            }
        ]
    },
    "exclusions": {
        "operator": "or",
        "rules": [    
            {
                "event_sources": [
                    {
                        "id": 55064006, 
                        "type": "app"
                    }
                ],
                "retention_seconds: 2592000,
                "filter": {
                    "operator": "and",
                    "filters": [
                        {
                            "field": "event",
                            "operator": "=",
                            "value": "fb_mobile_purchase"
                        }
                    ]
                }
            }
        ]
    }
}

App Events API

Query which app events and parameters an app reported to Facebook. You can use these events and parameters directly for creating Custom Audiences. You need an access token associated with the app_id with a admin, developer, or advertiser role.

Make a GET request:

https://graph.facebook.com/<API_VERSION>/<APP_ID>/app_event_types

The response is JSON containing a data array of JSON dictionaries having these fields:

Name Description

event_name

type: string

App event type to use in rule.

display_name

type: string

Human-readable name of event type

description

type: string

Verbose description of standard event

parameters

type: array

array of JSON dictionaries describing parameters for this event { "parameter_name": "fb_currency", "display_name": "Currency", "description": "Currency for event" }


parameter_name: string, App param type to use in rule


display_name: string, Human readable name of event type


description: string, Verbose description of parameter, if a standard param


Managing Audiences