Create custom audiences in Meta Ads Manager. You can target people who visited your event page, using your pixel, or people who bought from you before, using your customer list.

Target people who visited your event page

  1. Make sure your Meta integration is connected. See How do I connect Meta (Facebook and Instagram) tracking?.
  2. In Meta Ads Manager, go to Audiences.
  3. Create a custom audience from website visitors.
  4. Choose all visitors, or only visitors to your event page by its link.
  5. Name and save the audience.

You can also build the audience from the ViewContent event, which counts people who viewed your event page.

Set this up as soon as your event is live. Audiences only start counting visitors from when you create them.

Target or exclude buyers with the Purchase event

Every sale sends a Purchase event to Meta. Use it to build an audience of people who bought tickets to one or more of your events, without uploading a file.

  1. In Meta Ads Manager, go to Audiences.
  2. Create a custom audience from website activity.
  3. Choose the Purchase event, and narrow it to the event pages you want, by their links.
  4. Name and save the audience.

Then use it to:

  • Target buyers: reach buyers of past or similar events with your next event.
  • Exclude buyers: leave them out of ads for an event they've already bought tickets to.

Use audiences to shape your funnel

Audiences aren't only for targeting. Exclude your warm audiences, such as page visitors and past buyers, from your cold ad sets aimed at new people. Then reach those warm audiences in separate ad sets with their own messages and budget.

Target past buyers from a customer list

  1. Download your ticket data. See How do I download my ticket and customer data?.
  2. In Meta Ads Manager, go to Audiences.
  3. Create a custom audience from a customer list.
  4. Upload the file and match the email and phone columns.
  5. Name and save the audience.

Notes

  • Large audiences can take a few hours to process.
  • Matching works best with both emails and phone numbers in international format.
  • Only upload customer data you have permission to use for marketing, in line with privacy law.

Still stuck?

Submit a support request. For help inside Meta Ads Manager, see Meta's Business Help Centre.

Related articles