Below are my recommended Facebook base audiences to create for most e-commerce businesses

  • Purchase: 10 day
    Custom Audience; Source: Website; Events: Purchase 10 days
  • Purchase: 30 day
    Custom Audience; Source: Website; Events: Purchase 30 days
  • Purchase: 180 day
    Custom Audience; Source: Website; Events: Purchase 180 days
  • Purchase: All Time
    Custom Audience; Source: Customer List
    This audience needs to be updated every 180 days by uploading your customer list.
  • Add to Cart: 1 day
    Custom Audience; Source: Website; Events: AddToCart 1 day
  • Add to Cart: 10 day
    Custom Audience; Source: Website; Events: AddToCart 10 day
  • Add to Cart: 30 day
    Custom Audience; Source: Website; Events: AddToCart 30 day
  • Add to Cart: 180 day
    Custom Audience; Source: Website; Events: AddToCart 180 day
  • Site Visitors: Top 25%: 10 day
    Custom Audience; Source: Website; Visitors by Time spent: Top 25%: 10 day;
  • Site Visitors: Top 25%: 30 day
    Custom Audience; Source: Website; Visitors by Time spent: Top 25%: 30 day;
  • Site Visitors: Top 25%: 180 day
    Custom Audience; Source: Website; Visitors by Time spent: Top 25%: 180 day;
  • Facebook Engagement: 10 day
    Custom Audience; Source: Facebook; Everyone who engaged with your page: 10d
  • Facebook Engagement: 30 day
    Custom Audience; Source: Facebook; Everyone who engaged with your page: 30d
  • Facebook Engagement: 180 day
    Custom Audience; Source: Facebook; Everyone who engaged with your page: 180d
  • Instagram Engagement: 10 day
  • Custom Audience; Source: Instagram; Everyone who engaged with your business: 10d
  • Instagram Engagement: 30 day
    Custom Audience; Source: Instagram; Everyone who engaged with your business: 30d
  • Instagram Engagement: 180 day
    Custom Audience; Source: Instagram; Everyone who engaged with your business: 180d

Once your business generates some sales, you should also then create look-a-like audiences based on your FB pixel:

  • Lookalike (1%) – Pixel using Purchase
  • Lookalike (1% to 2%) – Pixel using Purchase
  • Lookalike (2% to 5%) – Pixel using Purchase
  • Lookalike (5% to 10%) – Pixel using Purchase

General Notes

  • The higher your sales volume, the more granular you will want to get. And the more useful shorter timed memberships will be (in particular for cart abandonment).
  • The lower your sales volume, the less useful short duration memberships will be (in particular for cart abandonment)

More Reading…

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