website custom audiencesWebsite Custom Audiences are one of Facebook’s most powerful ad features, yet many businesses don’t know what they are or how to take advantage of them.

In this post, I want you to learn:

  • What are Website Custom Audiences
  • Why you should be using them
  • Biggest mistake people make with Website Custom Audiences
  • How to create a Website Custom Audience
  • How to create an ad using a Website Custom Audience
  • 3 ways you could use Website Custom Audiences

What Are Website Custom Audiences?

These are basically a custom list of people who have recently visited your website or a page on your website. Facebook allows you to target an ad or ads to this specific group.

So why is this so great?

This is great because it allows you to target a very specific group of individuals that are very targeted as they have recently visited your website.

This is yet another way Facebook allows you to target an extremely relevant audience. Previously you could target your fans, then Facebook allowed you to target your email subscribers and now Facebook allows you to target your website visitors.

What’s more is that you can target visitors to a specific page, so maybe those who checked out your product/service but did not buy (more on this later).

Why Should You Use Website Custom Audience?

Relevance, relevance, relevance! People who have visited your website are some of your most ideal prospects. Especially if they have visited a sales page or added some products to their cart. You can now target them with ads on Facebook.

Also, if you already have decent website traffic but struggling to grow your Facebook page, this audience would be most likely to become your fans and generate new Likes for your page.

Lookalike Audiences

Once you have a Website Custom Audience, you can create a Lookalike Audience. This means that Facebook will look at the people in your Website Custom Audience and create a much larger audience of people who have similar likes/interests.

This is very powerful because with all the data Facebook has on it’s users, they probably know who your potential customers are better than you do. Now you can take advantage of this!

The Biggest Mistake People Make with Website Custom Audiences?

The biggest mistake I see people making is not starting to build a website custom audience as soon as possible. Many people wait until they have a need to use this audience and do not realize that it gets built incrementally over time as people visit your website.

Don’t wait, set up your initial website custom audience today!

How to Create a Website Custom Audience?

To create your website custom audience, go to or click on Audiences from the left side navigation within your Ad Manager

facebook audiences

Within your Audience Manager, look at the top right and click “Create Audience” then select “Custom Audience” from the drop down.

create a custom audience

Next you will need to chose the type of Custom Audience you want to create, chose Website Traffic

create a website custom audience

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

You will need to enter:

  • Website Traffic – Select whether you want to track all visitors or just those who visit a particular page on your site
  • Audience Name – Give your Website Custom Audience a name (something like – All Visitors – 180 Days)
  • Description – This field is optional but allows you to give more detail about your audience
  • 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.

creating a website custom audience

If you want to include website visitors that only visit certain pages then you will need to select “People Who Visit Specific Pages” and under URL contains you will be able to specify keywords that the URL contains.

For example, here I am targeting anyone who visits a page on my site that has “facebook” as part of the URL.

cutsom wca for specific pages

When you are ready, click the “Create Audience” and Facebook will create your Website Custom Audience.

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

Copy this code and place it before the closing head tag on your site. If you are unsure on how to do this, ask your web developer to do it for you.

wca pixel code

5 Ways To Use Website Custom Audiences

Website Visitors – Target people who have visited your website.

Reengage – Target people who have not visited your website in the last 180 (or whatever interval you want) days

Abandoned Cart – Target those who added your product to their shopping cart but never completed the purchase

Page Specific – Target those who visited a specific page or post on your site. For example maybe they checked out a particular service you offer.

Opt-in Refusers – Target those who visited your optin page but never subscribed.

Frequently Asked Questions

On what pages does the website custom audience script need to be placed

You should place the script before the close </head> tag on every page of your website for which you want to capture visitors. As you never know how you may use website custom audiences in the future, I recommend you add the script to every page. If you use WordPress, this is easy to add to your theme template.

What’s the longest duration I can set for my WCA?

The current max is 180 days, after that old user will automatically drop off.

How many website custom audience pixels(scripts) do I need?

Just one for your site. You can still make more than one website custom audience by using different rules. For example you could have one for a user who visit any page on your site and then you could have another for those user who only visit a particular product page (you would distinguish this audience by specifying a particular URL when defining it).

What if I manage accounts for more than one client?

Currently you can only have one website custom audience pixel(script) per Facebook account. If you do work for a number of clients you will want to make sure you use the “URL contains” option to build website custom audience specific for a given client. For example, if you have a client, make sure any website custom audience you build is built with the option “URL contains”.

Now it’s your turn

Comment below with any questions you may have or tell me what you think of website custom audiences.