Custom Audience
What is CA?
A Custom Audience is a targeting option in Meta Ads that lets you reach people who have already interacted with your business. You can create Custom Audiences from customer lists, website traffic (via Pixel), app activity, or engagement with your Meta content. They are the foundation for retargeting and building Lookalike audiences.
Example
You create a Custom Audience of all website visitors who viewed a product page in the last 30 days but did not purchase. This audience of 5,000 users receives retargeting ads showing the exact products they browsed, driving them back to complete the purchase.
Industry Benchmarks
| Platform / Segment | Value | Note |
|---|---|---|
| Website Visitors (30d) | 1K – 100K | Depends on site traffic |
| Customer List Match | 60% – 80% | Match rate with Meta profiles |
| Engagement Audience | 5K – 500K | From page/post interactions |
| Video Viewers (75%+) | 500 – 50K | Highly engaged segment |
Depends on site traffic
Match rate with Meta profiles
From page/post interactions
Highly engaged segment
Benchmarks are approximate averages and vary by industry, targeting, season, and geography.
Optimization Tips
- 1
Segment your Custom Audiences by recency and engagement level for more targeted messaging.
- 2
Exclude existing customers from prospecting campaigns to avoid wasting spend on people who already bought.
- 3
Use video viewer Custom Audiences (75% watched) as warm audiences, they showed strong interest.
- 4
Combine multiple Custom Audience signals (visited product + added to cart) for higher-intent segments.
Frequently Asked Questions About CA
Track Your CA in Real Time
Adship gives you a unified dashboard to monitor CA, optimize campaigns, and improve performance across Meta and TikTok.