Audience targeting helps you show your ads to the people you care about. There are two general approaches you can take:
In this document, get an overview of the audience targeting options offered by the Marketing API.
A Custom Audience is an option that lets you create your own audience from a set of different sources, including customer lists, website or app traffic, and engagement on Facebook:
Build the target Custom Audiences from customer information. This includes email addresses, phone numbers, names, dates of birth, gender, locations, App User IDs, Page Scoped User IDs, Apple's Advertising Identifier (IDFA), or Android Advertising ID.
Build audiences based on people who engaged with your content on Facebook or Instagram. Currently supported audience types include Page, Instagram business profile, Lead ad, and Instant Experiences ad.
Group people who visited your store, made calls to your customer service, or took action offline and target them with Facebook ads. Custom Audiences from Offline Conversions are based on conversion events uploaded to an Offline Event Set.
Create a custom audience of users who visited a store. Access to the Store Visits Custom Audience Eligibility API endpoint is provided to a limited number of developers. Please contact your partner manager for access.
Dynamic Ads enables you to show people ads based on their cross-device purchasing intent. You can collect signals of user intent from mobile apps and websites then use this data to build an audience to target prospective customers.
Target people most like your established customers. Lookalike audiences take several sets of people as "seeds" then Facebook builds an audience of similar people. You can use lookalikes for any business objective: Targeting people similar your customers for fan acquisition, site registration, off-Facebook purchases, coupon claims, or simply to drive awareness of a brand.
You may choose to share your custom audience with another business, such as a partner managing and running your ads. If you do so, there are specific requirements and APIs you should follow. Learn more about Business-to-Business Functions.
Targeting Specs are ad set attributes that define who sees an ad. Basic or core targeting includes:
Advertisers running housing, employment and credit ads, who are based in the United States or running ads targeted to the United States have different sets of restrictions. See Special Ad Category.