how to create website custom audienceDid you know you can tell Facebook to create a custom audience of anyone who visits your website or even a particular page on your website?

Have you ever been researching a particular product and then seen ads for that very same product while you are on Facebook? That is possible because of a website custom audience.

One of the biggest mistakes I see business owners making with Facebook is not targeting their website traffic. This is some of they most targeted traffic you have. These people have already visited your website, they have already been exposed (somewhat) to you or your company.

Important: Even though you may not be ready to start targeting (with ads) people in your website custom audience, it is critical that you at least start building it now because it takes time. Website Custom Audiences are built incrementally by people visiting your website. Start building yours today so that it is ready when you want to use it.

In this post, I will show you how to get started using website custom audiences.

What is a website Custom Audience

This is a custom Facebook audience built from people who visit your website or a particular page on your website. This require you to place a small piece of tracking code on every page of your website.

How to Create a Website Custom Audience

Go to the Facebook Ad Manager

Click on Audiences in the left-side menu and then click the Create Audience button and select Custom Audience

create a custom audience

Next, click on Website Traffic

create a website custom audience


Next is where you give more detail about the Custom Audience you want to create.

You will need to enter:

  • Audience Name – Give your Website Custom Audience a name (something like – All Visitors – 180 Days)
  • Description (optional) – This field is optional but allows you to give more detail about your audience
  • Website Traffic – Select whether you want to track all visitors or just those who visit a particular page on your site
  • In the Last – Determines how long a particular website visitor will remain a part of your custom audience. The default is 30 days, but you can change it to anything from 1 day to 180 days.
  • Include People Who Visit – Here you create rules to determine which website visitors will be part of your custom audience (More on this below).

If you simply want to include all visitors to your website, then select the “All Website Visitors” option.

Standard Website Custom Audience

If you want to be a little more specific, you can choose one of the following options from the “Website Traffic” dropdown

  • People who visit specific web pages – Enter the complete or part of the URL you want to track
  • People visiting specific pages but not others – Enter the complete or part of the URL you want to include and do the same for the URL you want to exclude
  • People who haven’t visited in a certain amount of time – Enter the number of days since the last visit. For example, if you enter 30 then your audience will contain everyone who visited your website in the last 180 days but not in the last 30 days.
  • Custom Combination – Here you can create your own rules using and/or conditions.

Here is an example of where I have created a custom audience of anyone who visited either of the “fbads-bootcamp” product pages but never bought the program.

custom audience rules

When you are ready, click “Create Audience” and your audience will be created.

Finally, you will need to get the “pixel code” to add to your website. To do this select the custom audience you just created and click “actions” then select “view pixel”.

wca get pixel code

How To Add Your Pixel Code To Your Website

You will need to copy the pixel code and place it before the closing head tag on your site.

If you use WordPress, you can modify your themes header file and add this code so that it is present on every page. If you use a StudioPress theme, you can add the plugin Genesis Simple Hooks and this plugins makes it super easy for you to add this code before the closing </head> tag.

If you don’t maintain your website yourself, just ask your web developer to do it for you.

wca pixel code

How Use Your Website Custom Audience in an Ad

In order to truly take advantage of your new website audience, you will need to target them directly with a Facebook Ad.

To do this, go to and choose your campaign objective. If you have never created a Facebook Ad before, you may want to read my blog post How To Create Your First Facebook Ad.

Next, select the website custom audience you want to target

selecting a custom audience for an ad

If you ever want to exclude an audience, click on the “down arrow” and you can specify to exclude this audience.

How Best To Use Website Custom Audiences

If you are looking for some great ways to take advantage of website custom audience, check out my recent blog post on retargetting.

Now it’s your turn

Comment below and tell me if you have created your custom audience and how you plan to use it.