Facebook Custom Audience Templates (Step-by-Step Setup)

Quick Answer

Custom Audiences are the highest-converting audiences in Ads Manager. Build these eight first, then layer LLAs on top. Below: template, setup steps, retention window, what to use it for.

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Template 1: All Customers (CRM Upload)

Setup:

1. Audiences > Create > Custom Audience > Customer list


2. Upload CSV with: email, phone, first name, last name, country


3. Map fields, click Upload


4. Wait 30-60 min for matching

Retention: Indefinite (refresh monthly)
Use for: Exclusion in cold campaigns, seed for LLA, retargeting upsells

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Template 2: Website Visitors — All

Setup:

1. Audiences > Create > Custom Audience > Website


2. Source: Pixel


3. Events: All website visitors


4. Retention: 180 days


5. Name: WEB_AllVisitors_180d

Use for: Broad retargeting, LLA seed

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Template 3: Add to Cart, No Purchase

Setup:

1. Custom Audience > Website


2. Events: AddToCart in past 30 days


3. Exclude: Purchase in past 30 days


4. Name: WEB_ATC_NoPurchase_30d

Use for: Cart abandonment retargeting (highest ROAS audience in ecom)

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Template 4: Initiated Checkout, No Purchase

Setup:

1. Custom Audience > Website


2. Events: InitiateCheckout in past 14 days


3. Exclude: Purchase in past 14 days


4. Name: WEB_IC_NoPurchase_14d

Use for: Last-step recovery. Run dynamic product ads here.

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Template 5: Video Viewers (75%+)

Setup:

1. Custom Audience > Video


2. Engagement: People who watched at least 75% of your video


3. Select videos (last 30 days)


4. Retention: 90 days


5. Name: VID_75pct_90d

Use for: Warm retargeting, top-of-funnel to mid-funnel pipeline

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Template 6: Page Engagers

Setup:

1. Custom Audience > Facebook Page


2. People who engaged with any post or ad


3. Retention: 365 days


4. Name: FB_Engagers_365d

Use for: Cheap retargeting, LLA seed for organic-style brands

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Template 7: Instagram Engagers

Setup:

1. Custom Audience > Instagram Account


2. People who engaged with any post or ad


3. Retention: 365 days


4. Name: IG_Engagers_365d

Use for: DTC brands, lifestyle, beauty, fashion

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Template 8: App Users (Active 30d)

Setup:

1. Custom Audience > App Activity


2. App: Your app


3. Event: App active in past 30 days


4. Name: APP_Active_30d

Use for: App engagement campaigns, in-app upsells, win-back exclusions

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Template 9: Lead Form Openers, Not Submitted

Setup:

1. Custom Audience > Lead Form


2. Form: Select your form


3. People who opened but didn't submit


4. Retention: 90 days


5. Name: LEAD_OpenedNoSubmit_90d

Use for: Lead form retargeting (insanely cheap and high-converting)

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Naming Convention (Use This)

[Source]_[Action]_[Window]

Examples:

• WEB_ATC_NoPurchase_30d


• IG_Engagers_365d


• CRM_Customers_AllTime

This makes Audiences Manager scannable when you have 50+ audiences.

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Setup All 9 In Pix-Vu, Automatically

Pix-Vu connects to your Meta Business account and provisions every standard Custom Audience the moment you connect — no manual setup. Then it builds the campaigns, ad sets, and creative around them.

Connect your Meta account →