Below is a list of the Essential Facebook Audiences the every e-commerce site should create in their Facebook Ads Account. 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 Purchasers
Past Purchasers audiences will be used to target users that have previously purchased from you. There are 4 audiences with varying time periods, to allow you to target your past purchasers by how recently they purchased from you.
To create these go to
Audiences > Create Audience > Custom Audience
| Audience Name | Source | Pixel Criteria |
|---|---|---|
| Purchase: 10 day | Website | Purchase: 10 days |
| Purchase: 30 day | Website | Purchase: 30 days |
| Purchase: 180 day | Website | Purchase: 180 days |
| Purchase: All Time | Customer List | Customer list upload* |
Visitors and Social Fans
These audiences include 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 some of the lowest hanging fruit in terms of generating sales.
To create these audiences go to
Audiences > Create Audience > Custom Audience
| Audience Name | Source | Pixel Criteria |
|---|---|---|
| Add to Cart: 1 day | Website | AddToCart: 1 day |
| 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%: 10 day | Website | Visitors by Time spent: Top 25%: 10 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: 10 day | Everyone who engaged with your page: 10d | |
| FB Engagement: 30 day | Everyone who engaged with your page: 30d | |
| FB Engagement: 180 day | Everyone who engaged with your page: 180d | |
| IG Engagement: 10 day | Everyone who engaged with your business: 10d | |
| IG Engagement: 30 day | Everyone who engaged with your business: 30d | |
| IG Engagement: 180 day | Everyone who engaged with your business: 180d |
Lookalike Audiences
Lookalike audiences are a good base to use for new customer prospecting. If you target multiple countries, you will need to create a separate set of these for each country.
To create these audiences go to
Audiences > Create Audience > Lookalike Audience
| Lookalike Source | Event | Number of Audiences | Audience Markers |
|---|---|---|---|
| Facebook Pixel | Purchase | 4 | 0%, 1%, 2%, 5%, 10% |
Next: Campaigns
Once you’ve created your audiences, the next step is to create a Facebook Evergreen Campaign Structure properly segmented into Past Purchasers, Remarketing, and New Customer Prospecting.
Alex Czartoryski 