Audiences in Advertise

The Audiences section in Advertise contains all the Custom and Lookalike audiences available in your Facebook Ads Manager. These audiences can be used to target specific subsets of users when creating Ad Sets. Before applying them to your Ad Sets, you can review your available audiences by their properties and choose the right ones for your advertising goals.

Types of Audiences

Facebook differentiates between three kinds of audiences:

Saved Audience

A Saved Audience can be created by saving the targeting options you've chosen while creating an Ad Set. If you often use the same targeting for different Ad Sets, you can save time by making an audience out of them.


Currently, Falcon does not yet support Saved Audiences within Falcon.

Custom Audience

There's four kinds of Custom Audiences: Website, Mobile App, Page Engagement, and from a Customer List. They are created by matching customer data to Facebook or Instagram profiles. The users in these audiences can be targeted for advertisements in all Facebook products.

The creation of Custom Audiences from a Customer List and from Page Engagement is fully supported by Falcon. The other two types can only be created on Facebook natively. They are automatically imported into Falcon and can be used in the advertisements you create.

Find out more about Custom Audiences here.

Lookalike Audience

When you create a Lookalike Audience, you tell Facebook to find users that are very similar to the customers that are part of one of your Custom Audiences. This is a great way to reach people that are very similar to your existing customer base.

Find out more about Lookalike Audiences here.

Audiences overview

The following information is shown in the overview from left to right:

Shared status
The shared arrow indicator appears when an audience is shared with or by you. If the audience is not shared, the indicator won't be visible.

There are three possible statuses for your audience.

When the audience is 'Ready', you're good to go with using it in any of your Ad Sets.

If the status is set to 'Not created', your audience in Facebook was not narrowed down by the given Lookalike Audience criteria. Broaden the criteria to create an audience of a big enough size.

When an audience is set to 'Disabled', it means the Ad Account it was shared from has been disabled. We recommend sending a request to the audience owner to re-enable the Ad Account.

Hovering over the name of the audience gives you a popup with more details about the audience criteria. Due to certain Facebook API limitations, some criteria or audience source data is displayed in numerical values.
The type is either a Custom Audience, or a Lookalike Audience.
Shows the approximate size of the audience.
Shows the last edited date. If you hover over the date, it also shows a popup with the creation date.
Actions menu
Gives you the option to view the audience natively in the Facebook Business Manager.

Create an audience

Currently, Falcon supports creating four kinds of audiences from inside Falcon. They are a Website Traffic Audience (a Custom Audience from the actions that users took on your website), a Customer List Audience (a Custom Audience from a list of customer data), an Existing Audience (equal to a Lookalike Audience), and a Facebook Page Audience (an Audience from your Page's engagement).


Creating, viewing, and using your Audiences might fail if the Facebook Custom Audience Terms have not been accepted. For each individual Audience, these terms will need to be accepted by the person who connected the Ad Account to Falcon.

Navigate to your Facebook Business Manager and in the top left menu choose Audiences. In the 'Availability' column you can find links to all terms that need to be accepted.

Create a Website Traffic audience

A Website Traffic Audience uses a Facebook Pixel to match users of your site to their user on Facebook. Therefore, you'll need a Pixel installed on your website in order to collect the required data. 

Once your Pixel is collecting user data, you can follow the below instructions to create the Website Traffic Audience:

  1. In the Audiences section of Advertise, click the 'Create New Audience' button in the top right.
  2. Choose the 'Website Traffic' card in the pop-up screen.
  3. Choose the Pixel to use for this Audience and choose the events for which users should be included in the Audience. 
  4. Optional: Add further rules to include or exclude users based on the Pixel events they triggered.
  5. Add a name and description to your Audience.
  6. Click 'Done' to create the Audience.

Create a Customer List audience

To create a Customer List Audience, you'll first need a file with your customer data. Facebook shares a few best practices for the creation of such a list here.

Your data will need to be uploaded as a CSV file with a specific formatting. It needs a separate column for each type of data and one row per customer. Each column needs a specific column header to indicate the data type. You can refer to the below table to find the required column header for all supported data types. You can download an example file from here.

Data type Column header name Description Example
Email EMAIL Email address
Phone PHONE Phone numbers must include a country code. Formats with or without symbols are accepted 1(222)333-4444
Gender GEN Genders are accepted abbreviated as M of F


Year of birth DOBY Year of birth is accepted in the format YYYY 1996
Month of birth DOBM Month of birth is accepted in the format MM, where MM is between 01 and 12 02
Date of birth DOBD Date of birth is accepted in the format DD, where DD is between 01 and 31 05
First name FN First name Marty
Last name LN Last name McFly
State/Province ST US and international states and provinces, including US abbreviations CA
City CT City New York
ZIP/Postal code ZIP US and international formats 1000
L3T 5M7
Country COUNTRY ISO two-letter country code US
Mobile Advertiser ID MADID Android's Advertising ID (AAID) and Apple's Advertising Identifier (IDFA) are supported AECE52E7-03EE-455A-B3C4-E57283966239
  1. In the Audiences section of Advertise, click the 'Create New Audience' button in the top right.
  2. Choose the 'Customer List' card in the pop-up screen.
  3. Upload your CSV file with customer data, specify the source, and add a name and description. Press 'Done'.
  4. Falcon will display a preview of how the file will be imported. Any columns marked with a red exclamation mark are not recognized and will be excluded from the import. If the sample data doesn't separate properly, consider changing the delimiter to resolve the issue.
  5. Click 'Done' to create the Audience.

Your data file is uploaded to Facebook for further processing. You can find more information about that process here. After your date is processed, the audience will appear in Falcon and on Facebook natively.

Create one or more Existing Audiences

The Existing Audience lets you create the equivalent of a Facebook Lookalike Audience from inside Falcon. You'll need a pre-existing audience to base the Lookalike Audience on. For example, it can be based on a Customer List Audience that you created through the above steps.

  1. In the Audiences section of Advertise, click the 'Create New Audience' button in the top right.
  2. Choose the 'Existing Audience' card in the pop-up screen.
  3. Select one of your existing audiences to base your Lookalike Audience on.
  4. Choose the geo-location where Facebook should look for matching users. Once you select a location, an estimate of the audience size is displayed.
  5. Set the amount of audiences to create. For each additional audience, you can define a wider margin of similarity to your existing audience. The audiences won't overlap.
  6. Define how similar the new audience(s) should be to the existing audience. You can drag the blue circles left and right, defining the percentage brackets for each new audience.
  7. Click Done to create your audience(s).

Your created audience(s) can be found in the audiences section and natively on Facebook.

Create a Facebook Page or Instagram Business Audience

A Facebook Page Audience is based on people that engaged with your Facebook Page over a certain range of time. Instagram Business Audiences are of the same kind, but they include people that have interacted with your Instagram Business Account Profile.

For example, you can create the audience based on people that interacted with your Page or Profile in the last 30 days. Your Audience will automatically update to include new people who engaged. It will also exclude people who did not return to engage for more than 30 days.

People can be included in your audience based on any of the following criteria:

  • Anyone who visited your Page or Profile regardless of the actions they took.
  • People who engaged with any post or ad. Engagements includes reactions (all types), shares, comments, link clicks, or carousel swipes.
  • Anyone who clicked on one of your CTA buttons.
  • People who sent you a DM message.
  • People who saved your Page or one of your posts or ads.


The above rules can only be created by the Falcon user who connected the relevant Ad Account to Falcon.

You can include people that matched your rules as far back as 365 days. Bear in mind that with a longer date range, your audience will become larger but also less relevant.

Creating either a Facebook Page audience or an Instagram Business Audience involves the same steps:

  1. In the Audiences section of Advertise, click the 'Create New Audience' button in the top right.
  2. Choose the 'Facebook Page' or the 'Instagram Business' card in the pop-up screen.
  3. Determine the rules for including people in your Audience. You can choose any of the criteria listed above.
  4. Add a name and description to your Audience.
  5. Click 'Done' to create the Audience.


Your audiences created in the Falcon Audience module do not automatically appear in the Advertise Audiences section. You can export an audience from the Audience module to your Facebook Ad Account. That Audience will then appear in Advertise.

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