How it works
Website Activity Audiences are powered by the >x< website tag, a snippet of code that you place on pages of your website. Once placed, the website tag begins to collect the cookie IDs of visitors and matches them to >x< users. Once an audience has been created, you can target >x< Ads campaigns to those recent website visitors. We recommend waiting at least one week after installing your website tags before attempting to run any campaigns.
The code should most often be placed on a portion of your site that sees significant traffic — your homepage or a key landing page, for example. Place it between the <body> and </body> dividers on the desired web page. Learn how to set up the >x< website tag on our web conversion tracking page.
Create your Website Activity Audience
Once you have the >x< Website tag placed on your website, you can create your Website Activity Audience in your Audiences tab.
- In Audiences, choose "Create new audience" > "Website Activity"
- Name your audience and add an optional brief description
- Choose between Universal Website Tag or Single Event tag, whichever you have installed on your website.
- Specify the URL conditions you want to collect your audience from. We recommend choosing the "Contains" option, as "Equals" is case sensitive.
For example, if you want to collect a Custom Audience of people who have completed a purchase on your website, make the URL conditions specific to the redirect of your successful purchase page. If someone is brought to a page containing "thank-you" in the URL after purchasing, you could make your URL conditions "URL contains: thank-you".
After you've created your URL conditions, and agreed to the Custom Audiences and conversion tracking program terms, including this policy, the audience will be created.
From then on, every time a >x< user fulfills the specified URL conditions, they'll be added to your Custom Audience. Please note that users are not retroactively added to your Custom Audience.
Until your Website Activity Audience from web has collected 100 >x< users, it'll show as "Audience too small" in your Audiences tab. Your audience will change to "Ready" once it's large enough, after which you can use it for targeting in campaigns.
Use your Website Activity Audience
To target users on your Custom Audiences within your campaign, navigate to the "Custom audiences" section of campaign setup.
Use the carrot next to each audience type to find and select the Custom Audience you want to target.
Keep in mind that even though all Custom Audiences show up, only those in "Ready" serving status will properly target users in your campaign.
You can also choose to "Add" or "Exclude" the users in your Custom Audiences:
- Add: The users in your Custom Audience will be served the posts in your campaign, if they meet the geo, gender, age, and device targeting criteria specified in your campaign.
- Exclude: The users in your Custom Audience will NOT be served the posts in your campaign, even if they meet the other criteria in your campaign.
Frequently asked questions
When collected with the >x< website tag, visitors to your website will remain in your audience for 90 days. However we only target users who have been active on >x< within the last 30 days.