How to create Custom or Lookalike Audiences in Ads Manager

A Custom Audience is an audience that lets you show ads to people who may already interact with your business. Maybe they’ve reacted to your Facebook Page posts, purchased products on your website, downloaded your app or visited your shop.


Custom Audiences

You can create a Custom Audience from a customer list or based on people who’ve engaged with your Facebook Page or website, people who’ve downloaded your app and so on.


Let’s go through the steps to create a Custom Audience.

  1. In the Audience section, below Custom Audiences, select Create new.
  2. Choose Custom Audience from the drop-down menu.
  3. Select a source. All options are described in the carousel below.
  4. Enter the criteria for your ad set’s Custom Audience. This will differ for each source.
  5. Name your audience.
  6. Select Create audience.
  7. Select Done.

It may take a few minutes for us to match your customers to people on Facebook. We’ll notify you when this process has finished. You can also check the status in Audience Manager.


Lookalike Audiences

When you create a Lookalike Audience, you choose a source audience (a Custom Audience created with your pixel information, your mobile app information or fans of your Facebook Page).

Facebook will identify the common qualities of the people in it (for example, demographic information or interests) and find similar people.

You can use multiple Lookalike Audiences at the same time for a single ad set. The ad set will show your ads to people who are in any of the selected Lookalike Audiences.

Let’s take a look at how you can create a Lookalike Audience.

  1. In the Audience section, below Custom Audiences, select Create new.
  2. Choose Lookalike Audience from the drop-down audience.
  3. Choose your source.
  • A source can be a Custom Audience that was created using your pixel data, mobile app data or fans of your Page
  • Consider using a group of 1,000 to 50,000 of your best customers based on lifetime value, transaction value, total order size or engagement.
  1. Choose the country or countries where you’d like to find a similar set of people.
  2. Choose your desired audience size using the slider.
  3. Select Create audience.
  4. Select Done.

It may take 6 to 24 hours for your Lookalike Audience to be created. After that, it will refresh every three to seven days as long as it’s being used in an active ad set. To check the status of your Lookalike Audience go to Audience Manager.