There are 3 kinds of target audience in Facebook
1. Core audience：target ads to people based on the country, location, age, gender, interest, languages, and behavior.
2. Custom audience：include or exclude the people you already know according to the user list you have.
3. Lookalike audience：Finding other people on Facebook who are most similar to the people in the source you provided.
1. Core Audience
The data information of core audience is provided by Facebook and the third-party date platform. You can target ads to people according to the interest, location, population, mobile device and user behaviors etc.
The data collected from Facebook include users’ information and behaviors like
What they share on their Timelines; Apps they use; Ads they click; Pages they engage with; Activities people engage in on and off; Facebook related to things like their device; usage, purchase behaviors or intents and travel preferences; Demographics like age, gender, and location; The mobile device they use and the speed of their network connection.
With the information above, you can choose potential users like “interested in similar app”, “live in the US”, “age at 25”, “male”, “iPhone user”, “senior gamers” and so on.
Data from the third-party mainly collects users purchase behaviors, family’s shopping concept, income etc.
Here are some those platforms:
2. Custom Audience
Normally, we can create the custom audience with email, phone number, device id, facebook account, app username etc. The custom audience is very important when running Facebook ads. It’s the must have one.
Actually, this target method existed in the very early production promotion.For example, the earlier mailing to the door, ads sent by email, and the native ads in Facebook news feed page.
Facebook can help developers reach their target audience as much as possible.
Meanwhile, we can also exclude users who already purchased your product or services.
For instance, if you want to launch a promotion in your game to users without any purchase behaviors, you may easily target them by excluding the other 20% paid users with the custom audience targeting.
Also, the custom audience can also divide users based on user activity data for App Events: all installed users, retained users, active users, possible uninstalled users and other inactive users.
3. Lookalike Audience
A lookalike audience is created based on the source audience to reach new people who are likely to be interested in your products or services because they are similar to your best existing customers.
When creating the lookalike audience, we need app events to collect high-quality source. For example, we can find targets who has the similar behavior to those existing users who open your app 5 times last week. Also, we can find potential customers have similar purchase behavior with those who buy goods more than 3 times a month.