Meta Renames Engaged Customers to Engaged Audience for Campaigns

The Engaged Audience Segment in Advantage+ Shopping Campaigns is a feature that provides advertisers with more insight into their reporting. It allows advertisers to define a group of potential customers who are not yet actual customers but have shown engagement with the brand. This is achieved by creating or selecting custom audiences in the Ad Account Settings, which can be based on various criteria such as Website, App Activity, Catalog, Customer List, Offline Activity, Shopping, or Augmented Reality.

To create an Engaged Audience for Facebook ads, follow these steps:

1. Go to your Ad Account Settings or Advertising Settings.
2. Create or select custom audiences to define your Engaged Audience of non-customers.
3. Choose from existing custom audiences or create new ones based on specific criteria like Website, App Activity, Catalog, Customer List, Offline Activity, Shopping, or Augmented Reality.
4. Ensure you accurately define these audiences to target the right group of engaged non-customers effectively.

It's not entirely clear whether advertisers need to exclude current customers when creating custom audiences for the Engaged Audience Segment. While it would be more convenient and accurate if Meta automatically sorted this out, advertisers can manually create a website custom audience of people who visited their website during the past 180 days and exclude those who made purchases during that time. Additionally, they can create a custom audience of people on their email list who have never made a purchase. The concern is about the accuracy of data and avoiding overlap between Existing Customers and Engaged Audience segments.

Using Breakdowns by Audience Segment in Facebook ads allows advertisers to gain insights into ad performance related to different groups of audiences. Advertisers can see performance data segmented by new customers, existing customers, and the engaged audience. This level of detail helps in understanding which segments are responding well to the ads and assists in optimizing campaigns for better performance.

Currently, the Engaged Audience Segment is a notable addition specifically to Advantage+ Shopping Campaigns. It is not yet offered for all campaign types, but there is interest in seeing this feature become available more broadly across different types of campaigns.