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Facebook adds custom audience creation options based on shopping activity

Updated: Jul 16, 2020

Authors: OPTS Social Team

At the start of this month, Facebook added in a new feature that allows us to create custom retargeting audiences, based on Facebook and Instagram Shopping.

This new feature gives us the option to create retargeting lists based on the following interactions:

  • People who viewed products

  • People who added any products to their basket

  • People who purchased any products

These three options provide a great way to re-engage users who have shown direct interest with our products and should help to strengthen any ecommerce-focussed campaigns.

In addition, we will also be able to use these retargeting lists as a base for lookalike audiences, which could give us the opportunity to expand our demand capture targeting options in the future.

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