Meta Ads · Status at source date: Newsletter archive
Meta Custom Audiences now supplements with Facebook and Instagram shop events
Bram Van der Hallen has identified that Meta is now automatically supplementing website Custom Audiences with equivalent on-platform shop audience data for advertisers with a Facebook or Instagram Shop. When creating audiences based on "All website visitors" or specific events (PageView, ViewContent, AddToCart, InitiateCheckout, Purchase), Meta adds people who viewed or interacted with the same products on-platform.
What changed
The supplementation is automatic and results in larger retargeting audiences with more on-platform signal data.
Why it matters for advertisers
For you, this means website Custom Audiences may now be larger than expected for accounts with active FB/IG shops: worth auditing audience sizes and reviewing whether the expanded reach aligns with your retargeting strategy.
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Original newsletter text and archive evidence
Meta Custom Audiences now supplements with Facebook and Instagram shop events
Bram Van der Hallen has identified that Meta is now automatically supplementing website Custom Audiences with equivalent on-platform shop audience data for advertisers with a Facebook or Instagram Shop. When creating audiences based on "All website visitors" or specific events (PageView, ViewContent, AddToCart, InitiateCheckout, Purchase), Meta adds people who viewed or interacted with the same products on-platform. The supplementation is automatic and results in larger retargeting audiences with more on-platform signal data.
For you, this means website Custom Audiences may now be larger than expected for accounts with active FB/IG shops: worth auditing audience sizes and reviewing whether the expanded reach aligns with your retargeting strategy.
Source captured . No explicit first-contributor label was provided for this update.
