Advanced
Targeting anyone who has not converted in the last 30 days with with retargeting of engagement from past year. Interests and Lookalikes are part of the cold audiences. Built to handle budgets of at least $125 with micro-targeting warm and cold audiences.Last Step Retargeting: Anyone who has not converted in last 30 days but completed the last step. For sales campaigns this would typically be someone who added an item to their cart but did not complete their order.
Website Retargeting (7 days): Anyone who visited your website in last 7 days and has not converted in last 30 days.
Page Engagement Retargeting (7 days): Anyone who visited or interacted with your Facebook Page or Instagram account in the last 7 days and has not converted in last 30 days.
Primary Goal & List Targeting: Anyone who converted more than 30 days ago.
Website Retargeting (28 days): Anyone who visited your website in last 28 days and has not converted in last 30 days.
Page Engagement Retargeting (28 days): Anyone who visited or interacted with your Facebook Page or Instagram account in the last 28 days and has not converted in last 30 days.
Website & Page Engagement Retargeting (60 days): Anyone who visited or interacted with your Website, Facebook Page, or Instagram account in the last 60 days and has not converted in last 30 days.
Website & Page Engagement Retargeting (Max): Anyone who visited or interacted with your Website, Facebook Page, or Instagram account in the last year and has not converted in last 30 days.
1% Lookalike of Primary Goal & Lists: Best group of new people who are likely to be interested in your business because they share similar characteristics to your existing customers from previous conversions and lists (if provided). Excludes anyone who has interacted with your Website, Facebook Page, or Instagram account in the last 28 days or has converted in last 30 days.
Primary Interest Targeting: Anyone with interests provided during build setup under Primary. If no interests provided, this audience will not be created. Excludes anyone who has interacted with your Website, Facebook Page, or Instagram account in the last year or has converted in last 30 days.
2% Lookalike of Primary Goal & Lists: Slightly larger group of new people who are likely to be interested in your business because they share similar characteristics to your existing customers from previous conversions and lists (if provided). Excludes anyone who has interacted with your Website, Facebook Page, or Instagram account in the last year or has converted in last 30 days.
5% Lookalike of Primary Goal & Lists: Large group of new people who are likely to be interested in your business because they share similar characteristics to your existing customers from previous conversions and lists (if provided). Excludes anyone who has interacted with your Website, Facebook Page, or Instagram account in the last year or has converted in last 30 days.
Secondary Interest Targeting: Anyone with interests provided during build setup under Secondary. If no interests provided, this audience will not be created. Excludes anyone who has interacted with your Website, Facebook Page, or Instagram account in the last year or has converted in last 30 days.
Third Interest Targeting: Anyone with interests provided during build setup under Third. If no interests provided, this audience will not be created. Excludes anyone who has interacted with your Website, Facebook Page, or Instagram account in the last year or has converted in last 30 days.
Broad Targeting: Anyone who has NOT converted or interacted with your Website, Facebook Page, or Instagram account in the last year. Excludes all lookalike audiences.
1% Lookalike of Primary Goal & Lists with Interest Overlay: Best group of new people who are likely to be interested in your business because they share similar characteristics to your existing customers from previous conversions and lists (if provided). Includes anyone with interests provided during build setup. If no interests provided, this audience will not be created. Excludes anyone who has interacted with your Website, Facebook Page, or Instagram account in the last 28 days or has converted in last 30 days.
10% Lookalike of Primary Goal & Lists: Max size of new people who are likely to be interested in your business because they share similar characteristics to your existing customers from previous conversions and lists (if provided). Excludes anyone who has interacted with your Website, Facebook Page, or Instagram account in the last year or has converted in last 30 days.
1% Lookalike of Website & Page Engagement Retargeting: Next best group of new people who are likely to be interested in your business because they share similar characteristics to your existing customers from with your Website, Facebook Page, or Instagram account in the last year. Excludes anyone who has interacted with your Website, Facebook Page, or Instagram account in the last year or has converted in last 30 days.
Basic
Targeting anyone who has not converted before with retargeting of engagement from past year. Built for budgets below $50.Retargeting: Anyone who is in a list; visited or interacted with your Website, Facebook Page, or Instagram account in the last year; and has not converted in last 180 days.
Broad Targeting: Anyone who has NOT interacted with your Website, Facebook Page, or Instagram account in the last year, not in a list, and has not converted in last 180 days.
Basic - Excluding L30
Targeting anyone who has not converted in the last 30 days with retargeting of engagement from past year. Built for budgets below $50.Retargeting: Anyone who is in a list; visited or interacted with your Website, Facebook Page, or Instagram account in the last year; and has not converted in last 30 days.
Broad Targeting: Anyone who has NOT interacted with your Website, Facebook Page, or Instagram account in the last year, not in a list, and has not converted in last 30 days.
Broad Targeting Only
Targeting anyone who has not converted before. Built for budgets under $10.Broad Targeting: Anyone who has not converted in the last 180 days.
Broad Targeting Only - Excluding L30
Recommended for and only option for campaigns with a daily budget less than $10 and would like to retarget customers every thirty days.Broad Targeting: Anyone who has not converted in the last 30 days.
Catalog Ads
Targeting anyone who has not converted before and had engagement from past year. Built for DPA (Catalog) Ads with only one cold audience containing lookalikes.DPA Purchase Retargeting: Anyone who has previously purchased but not within the last 180 days.
DPA Add To Cart Retargeting (30 days): Anyone who has added a product their cart in the last 30 days but has not purchased in the last 180 days.
DPA Add To Cart Retargeting (180 Days): Anyone who has added a product their cart in the last 180 days but has not purchased in the last 180 days.
DPA Viewed Product (30 days): Anyone who has viewed a product in the last 30 days but has not purchased or added an item to cart in the last 180 days.
DPA Viewed Product (180 days): Anyone who has viewed a product in the last 180 days but has not purchased or added an item to cart in the last 180 days.
Website Retargeting: Anyone who visited your website in the last 180 days and has not purchased in the last 180 days.
Page Engagement Retargeting (180 days): Anyone who visited or interacted with your Facebook Page or Instagram account in the last 180 days and has not purchased in the last 180 days.
Page Engagement Retargeting (Max): Anyone who visited or interacted with your Facebook Page or Instagram account in the last year and has not purchased in the last 180 days.
1% Lookalike of Primary Goal & List: Best group of new people who are likely to be interested in your business because they share similar characteristics to your existing customers from previous conversions and lists (if provided). Excludes anyone who has interacted with your Website, Facebook Page, or Instagram account in the last year and has not purchased in the last 180 days.
Lead Form
Targeting anyone who has not converted in the last 90 days with retargeting of engagement from past year. Interests and Lookalikes are part of the cold audiences.Retargeting (7 days): Anyone who opened a lead form; visited or interacted with your Website, Facebook Page, or Instagram account in the last 7 days; and has not submitted a lead form in the last 90 days.
Website & Page Engagement Retargeting (28 days): Anyone who visited or interacted with your Website, Facebook Page, or Instagram account in the last 28 days and has not submitted a lead form in the last 90 days.
List Targeting + Website & Page Engagement Retargeting: Anyone who is in a list (if provided); visited or interacted with your Website, Facebook Page, or Instagram account in the last year; and has not submitted a lead form in the last 90 days.
1% Lookalikes: Best group of new people who are likely to be interested in your business because they share similar characteristics to your existing customers from previous lead form submissions and lists (if provided). Excludes anyone who has interacted with your Website, Facebook Page, or Instagram account in the last 28 days or has submitted a lead form in the last 90 days.
Primary & Secondary Interest Targeting: Anyone with interests provided during build setup under Primary and Secondary interests. If no interests provided, this audience will not be created. Excludes anyone who has interacted with your Website, Facebook Page, or Instagram account in the last year or has submitted a lead form in the last 90 days.
Third Interest Targeting: Anyone with interests provided during build setup under Third interests. If no interests provided, this audience will not be created. Excludes anyone who has interacted with your Website, Facebook Page, or Instagram account in the last year or has submitted a lead form in the last 90 days.
Broad Targeting: Anyone who has NOT interacted with your Website, Facebook Page, or Instagram account in the last year, not in a list (if provided), and has not submitted a lead form in the last 90 days.
1% Lookalikes with Interest Overlay: Best group of new people who are likely to be interested in your business because they share similar characteristics to your existing customers from previous conversions and lists (if provided). Includes anyone with interests provided during build setup. If no interests provided, this audience will not be created. Excludes anyone who has interacted with your Website, Facebook Page, or Instagram account in the last year or has submitted a lead form in the last 90 days.
Link Click
Targeting anyone who has not had engagement in last 7 days with retargeting of engagement from past year. Interests and Lookalikes are part of the cold audiences. Built for campaigns that are link click based and do not require a full tracking funnel with micro-targeting of the cold audiences only.Website & Page Engagement Retargeting (28 days): Anyone who visited or interacted with your Website, Facebook Page, or Instagram account in the last 28 days and has not visited your Website in the last 7 days.
Website & Page Engagement Retargeting (Max): Anyone who visited or interacted with your Website, Facebook Page, or Instagram account in the last year and has not visited your Website in the last 28 days.
1% Lookalike of Website & Page Engagement Retargeting: Best group of new people who are likely to be interested in your business because they share similar characteristics to your existing customers from interactions with your Website, Facebook Page, or Instagram account in the last year.
Primary & Secondary Interest Targeting: Anyone with interests provided during build setup under Primary and Secondary interests. If no interests provided, this audience will not be created. Excludes all lookalikes and anyone who has interacted with your Website, Facebook Page, or Instagram account in the last year.
Third Interest Targeting: Anyone with interests provided during build setup under Third interest. If no interests provided, this audience will not be created. Excludes all lookalikes and anyone who has interacted with your Website, Facebook Page, or Instagram account in the last year.
1% Lookalike of Website & Page Engagement Retargeting with Interest Overlay: Best group of new people who are likely to be interested in your business because they share similar characteristics to your existing customers from interactions with your Website, Facebook Page, or Instagram account in the last year. Includes anyone with interests provided during build setup. If no interests provided, this audience will not be created.
2% Lookalike of Website & Page Engagement Retargeting: Next best group of new people who are likely to be interested in your business because they share similar characteristics to your existing customers from interactions with your Website, Facebook Page, or Instagram account in the last year.
2% Lookalike of Lists: Group of new people who are likely to be interested in your business because they share similar characteristics to your existing customers from provided lists. If no list(s) provided, this audience will not be created.
Special Ad Categories
Targeting anyone who has not converted in the last 30 days with retargeting of engagement from past year and limited interests. Built for budgets of at least $25 and requires the use of special ad categories.Last Step, Website & Page Engagement Retargeting (7 days): Anyone who has not converted in last 30 days but completed the last step or interacted with with your Facebook Page or Instagram account in last 7 days. For sales campaigns this would typically be someone who added an item to their cart but did not complete their order.
Primary Goal & List Targeting: Anyone who converted more than 30 days ago.
Website & Page Engagement Retargeting (28 days): Anyone who visited or interacted with your Website, Facebook Page, or Instagram account in the last 28 days and has not converted in last 30 days.
Website & Page Engagement Retargeting (Max): Anyone who visited or interacted with your Website, Facebook Page, or Instagram account in the last year and has not converted in last 30 days.
Primary & Secondary Interest Targeting: Anyone with interests provided during build setup under Primary and Secondary interests. If no interests provided, this audience will not be created. Excludes anyone who has interacted with your Website, Facebook Page, or Instagram account in the last year.
Third Interest Targeting: Anyone with interests provided during build setup under Third interests. If no interests provided, this audience will not be created. Excludes anyone who has interacted with your Website, Facebook Page, or Instagram account in the last year.
Broad Targeting: Anyone who has NOT interacted with your Website, Facebook Page, or Instagram account in the last year, not in a list (if provided), and has not converted in last 30 days.
Standard
Targeting anyone who has not converted in the last 30 days with retargeting of engagement from past year. Interests and Lookalikes are part of the cold audiences. Built to handle budgets below $125 with less micro-targeting.Last Step, Website & Page Engagement Retargeting (7 days): Anyone who has not converted in last 30 days but completed the last step or interacted with with your Facebook Page or Instagram account in last 7 days. For sales campaigns this would typically be someone who added an item to their cart but did not complete their order.
Primary Goal & List Targeting: Anyone who converted more than 30 days ago.
Website & Page Engagement Retargeting (28 days): Anyone who visited or interacted with your Website, Facebook Page, or Instagram account in the last 28 days and has not converted in last 30 days.
Website & Page Engagement Retargeting (Max): Anyone who visited or interacted with your Website, Facebook Page, or Instagram account in the last year and has not converted in last 30 days.
1% Lookalike of Primary Goal & Lists: Best group of new people who are likely to be interested in your business because they share similar characteristics to your existing customers from previous conversions and lists (if provided). Excludes anyone who has interacted with your Website, Facebook Page, or Instagram account in the last 28 days or has converted in last 30 days.
Primary & Secondary Interest Targeting: Anyone with interests provided during build setup under Primary and Secondary interests. If no interests provided, this audience will not be created. Excludes anyone who has interacted with your Website, Facebook Page, or Instagram account in the last year or has converted in last 30 days.
Third Interest Targeting: Anyone with interests provided during build setup under Third interests. If no interests provided, this audience will not be created. Excludes anyone who has interacted with your Website, Facebook Page, or Instagram account in the last year or has converted in last 30 days.
1% Lookalike of Primary Goal & Lists with Interest Overlay: Best group of new people who are likely to be interested in your business because they share similar characteristics to your existing customers from previous conversions and lists (if provided). Includes anyone with interests provided during build setup. If no interests provided, this audience will not be created. Excludes anyone who has interacted with your Website, Facebook Page, or Instagram account in the last year or has converted in last 30 days.
What creatives are best for each audience?
Written by Jimmy Story
Updated over 10 months ago