Meta Renames 'Engaged Customers' Segment to 'Engaged Audience' in Advantage+ Campaigns

The 'Engaged audience' segment in Advantage+ Shopping campaigns is a redefined audience category by Meta, which is intended to identify individuals who are aware of a business or have interacted with its products or services but have not yet made a purchase. This segment was previously named 'Engaged customers', but the name was changed to more accurately reflect the audience it represents, as these individuals are not actual customers yet.

To add Custom Audiences to the 'Engaged audience' segment, you should include individuals who have shown interest in your business, such as website visitors or those who have viewed products on your Facebook/Instagram shop. These are examples of Custom Audiences that can be categorized under the 'Engaged audience' segment to gain insights into this particular group's interactions with your campaigns.

After defining the different audience segments for your Advantage+ shopping campaigns, you can use the 'Audience segments' breakdown in the Ads Manager reporting filter. This feature allows you to see the results of your campaigns split by the various audience segments, such as new customers, existing customers, and engaged audiences, providing detailed insights into the performance of each segment.

To track different audiences with UTM parameters in third-party tools like Google Analytics 4, you can add UTM parameters to your website URL. These parameters help in identifying the source, medium, campaign, and other details about the traffic coming to your website. By using UTM parameters, you can segment and analyze the performance of different audiences in tools like Google Analytics 4, which can be particularly useful for tracking the effectiveness of your digital advertising efforts.