Below is a list of the Essential Facebook Audiences that every e-commerce DTC brand should create. Even if you don’t plan on using them right away, creating them now will ensure that you can serve ads to these users in the future.
Past Purchaser Audiences
These target users that have previously purchased from you. Larger e-commerce sites may wish to get more granular on the time-spans, but the 4 audiences cover most scenarios.
| Audience Name | Source | Pixel Criteria |
|---|---|---|
| Purchase: 7 day | Website | Purchase: 7 days |
| Purchase: 30 day | Website | Purchase: 30 days |
| Purchase: 180 day | Website | Purchase: 180 days |
| Purchase: All Time | Customer List | Customer list upload* |
Remarketing Audiences
These will target website visitors, cart abandoners, and people who have engaged with your content on Facebook and Instagram. These are all people that are “brand aware” and are the lowest hanging fruit for generating sales.
Larger e-commerce sites may want to get more granular on the time-scales.
| Audience Name | Source | Pixel Criteria |
|---|---|---|
| Add to Cart: 4 day | Website | AddToCart: 4 days |
| Add to Cart: 30 day | Website | AddToCart: 30 days |
| Add to Cart: 180 day | Website | AddToCart: 180 days |
| Site Visitors: Top 25%: 7 day | Website | Visitors by Time spent: Top 25%: 7 days |
| Site Visitors: Top 25%: 30 day | Website | Visitors by Time spent: Top 25%: 30 days |
| Site Visitors: Top 25%: 180 day | Website | Visitors by Time spent: Top 25%: 180 days |
| FB Engagement: 7 day | Everyone who engaged with your page: 7d | |
| FB Engagement: 30 day | Everyone who engaged with your page: 30d | |
| FB Engagement: 180 day | Everyone who engaged with your page: 180d | |
| IG Engagement: 7 day | Everyone who engaged with your business: 7d | |
| IG Engagement: 30 day | Everyone who engaged with your business: 30d | |
| IG Engagement: 180 day | Everyone who engaged with your business: 180d |
Prospecting Audiences
Lookalike audiences are a good start for new customer prospecting.
| Lookalike Source | Event | Number of Audiences | Audience Markers |
|---|---|---|---|
| Facebook Pixel or Purchase: All Time | Purchase | 4 | 0%, 1%, 2%, 5%, 10% |
Alex Czartoryski 