> ## Documentation Index
> Fetch the complete documentation index at: https://docs.marketer.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Custom audiences

> Inspect mirrored Meta audiences and create website, pixel, Page-engagement, advanced, or lookalike audiences.

**Custom audiences** lists the Meta Custom Audiences mirrored for each connected ad account and provides reviewed creation flows for new Custom Audiences and lookalikes.

<Warning>
  Audiences are owned by a specific Meta ad account. Confirm the account before creating, naming, or selecting a source audience.
</Warning>

## Read the audience inventory

The page groups audiences by Meta ad account and can show:

* audience name and ID;
* source or type;
* approximate size when Meta provides it;
* provider processing or availability status; and
* actions supported for the current role and account state.

An unavailable approximate size does not prove the audience is empty. Meta may still be processing it or may not expose a size for that audience.

## Create a Custom Audience

Select **Create audience**, then choose a source:

| Source                              | Required context                          |
| ----------------------------------- | ----------------------------------------- |
| **All website visitors**            | Pixel and retention window                |
| **Website visitors (URL contains)** | Pixel, URL fragment, and retention window |
| **Pixel event (e.g. Purchase)**     | Pixel, event, and retention window        |
| **Facebook Page engagers**          | Granted Page and retention window         |
| **Advanced (raw JSON rule)**        | A valid, reviewed Meta rule               |

<Steps>
  <Step title="Choose the account and source">
    Verify the target ad account, then select the source that matches the intended population.
  </Step>

  <Step title="Complete the source fields">
    Enter **Name**, the required pixel, URL, event, Page, or rule, the retention window, and optional description.
  </Step>

  <Step title="Review">
    Select **Review** and confirm the account, definition, and audience name that Meta will receive.
  </Step>

  <Step title="Create">
    Select **Create** once the summary is correct. Wait for Meta processing before using approximate size as a validation signal.
  </Step>
</Steps>

### Advanced rules

**Advanced (raw JSON rule)** is for an operator who already has a valid Meta rule. A syntactically accepted rule can still target the wrong population; retain the reviewed source and intended logic with the change record.

## Create a lookalike

Select **Create Lookalike** from the intended source audience, then provide:

* source audience;
* country;
* **Audience size** ratio;
* name; and
* optional description.

Select **Review**, confirm every field, then **Create**. The lookalike becomes selectable after Meta finishes building it.

The source audience, country, and ratio define the result. A familiar name does not validate those inputs.

## Terms and account state

Creation depends on:

* an active Meta ad account;
* provider authorization and the right asset grants;
* accepted Custom Audience terms;
* accepted website or pixel terms where applicable; and
* available provider capacity.

A closed ad account blocks creation. Reconnect or resync cannot reopen it; resolve the account state in Meta.

## Reuse without confusing roles

A Meta Custom Audience can appear in several workflows:

* ad-set include or exclude targeting;
* an **Existing customers** reporting role;
* an Engaged-audience definition mirrored in Ads Manager;
* **New customer acquisition** customer exclusions; or
* the source for a lookalike.

These references have different effects. Removing an audience from one role does not automatically remove every other reference.

## Verify after creation

1. Confirm the Meta ad account ID.
2. Match the saved audience name and ID in Meta.
3. Confirm source, retention, and rule.
4. Wait for provider processing.
5. Review approximate size only when available.
6. Add the audience to the intended targeting, reporting, or exclusion role.
7. Record the purpose so a later operator does not repurpose it incorrectly.

## Recovery matrix

| Symptom                               | Correct response                                                    |
| ------------------------------------- | ------------------------------------------------------------------- |
| Pixel or Page is absent               | Update the Meta asset grant for that ad account                     |
| Provider rejects terms                | Accept the linked Meta terms and retry                              |
| Account is closed                     | Resolve or choose another active Meta ad account                    |
| Approximate size is unavailable       | Wait for Meta processing; validate rule and account                 |
| Lookalike is not selectable           | Wait for Meta to finish building it                                 |
| Audience cannot be archived elsewhere | Remove active ad-set, reporting-role, or exclusion references first |

## Next step

Assign the new audience to exactly one intended workflow first, verify its effect in Meta, and then document any reuse across reporting, exclusion, or lookalike creation.


## Related topics

- [Audience segments](/workspace-admin/audiences.md)
- [Guardrails and autonomy](/workspace-admin/guardrails-and-autonomy.md)
- [Workspace and admin](/workspace-admin/overview.md)
- [Performance and custom views](/product-guides/analytics-performance-and-views.md)
- [Reports, alerts, guarded actions, and runs](/product-guides/workflows-reports-alerts-and-runs.md)