Meta Business Help Centre

Create a website Custom Audience

Changes driven by ongoing efforts to align our products with evolving privacy rules in Europe may affect campaigns advertising to people in the European Region. Learn more about how European privacy directives may affect your ads and reporting.

The size of your website Custom Audience may decrease because it may not include events from some iOS 14 users. Using it as a Lookalike Audience source will not affect your lookalike's size. Learn how iOS 14 may affect your ad strategy.

Note: Targeting options are limited for audiences that include people under the age of 18 in most countries, under 20 in Thailand and under 21 in Indonesia. Learn more about targeting options to reach teens and how this update may affect your ad sets.

Before you begin, make sure that your Meta pixel is active.

To create a website Custom Audience:

Go to your Audiences.
If you already have audiences, click the Create audience drop-down and select Custom Audience. If you don't have any audiences, you'll see audience creation buttons, rather than drop-downs.
Choose website traffic.
Set a rule section. (You have to start with an inclusive one.) There are standard rules and pixel event rules. Add rules to the section as desired.
Add more inclusive or exclusive rule sections as desired. You can have up to five total rule sections per audience.
Give your audience a name (and description, if desired).
Click Create audience.
When we've finished creating your audience, select it during ad set creation to reach the people in it with ads.