Use offline events to create Custom Audiences and Lookalike Audiences

You can use up to 180 days of your offline event data to create Custom Audiences and Lookalike Audiences for your ad campaigns. For example, you can create a Custom Audience based on customers who purchased a specific item or category of items in your stores in the last year. The audience will continually refresh based on offline event data that you uploaded within the time frame that you specified. You can also exclude customers who recently made purchases offline in order to find new customers. Once you've created a Custom Audience, you can then create a Lookalike Audience to reach people who are similar to customers who've already interacted with your business.

A Custom Audience is an ad targeting option that lets you find your existing audiences among people who are on Meta. You can use sources such as customer lists, website or app traffic, or engagement on Meta, to create Custom Audiences of people who already know your business.

To create a Custom Audience:

1. Go to Meta Events Manager. If you have more than one account, select the account that you want to use.
2. Click the Data sources icon on the left-hand side of the page.
3. Select the name and ID of your data.
4. Select Create and choose Create Custom Audience from the drop-down menu.
5. Select the Source, Events and Retention.
6. Optional: Click Include more people or Exclude people to add criteria on who to include in your audience.
7. Name your Custom Audience.
8. Optional: Write a description.
9. Click Create audience.
10. Click Done.

A Lookalike Audience is a way to reach new people who are likely to be interested in your business because they're similar to your best existing customers. Create a Lookalike Audience.

• About offline events
• Create an offline event set
• Upload offline event data
• Using Custom or Lookalike Audiences