Targeting: Meta (Facebook & Instagram)

The three targeting modes

When building a Meta campaign in our App, the Targeting section has three top-level tabs:

• Target Interests — reach new people based on their interests, behaviours, and demographics
• Lookalike Audience — reach people who are similar to your existing customers or followers
• Retargeting — re-engage people who've already interacted with your business

Select the tab for the approach that best fits your campaign goal. You can only use one mode per campaign.

Target Interests

This mode has three sub-tabs for how interests are selected:

Related Targeting

our App suggests interest categories related to your brand context — your business type, products, and description. You select the ones that fit and add them to your targeting.

AI Targeting

You let the AI start broad and define the targeting based on user interaction with your ads.

Custom

Search and select Meta interest categories manually. Use this when you have a specific interest in mind that isn't surfaced by the AI suggestions.

Using saved audiences

If you've previously built and saved audiences (via the Audiences section), they appear in the New Audience dropdown at the top of the targeting panel. Select a saved audience to apply it instead of building from scratch.

Location and demographics

Below the interest selection, set your target location. You can target by country, city, or a radius around a specific address — useful for local businesses. Age range and gender can also be set here.

Lookalike Audience

Lookalike targeting finds people on Facebook and Instagram who share characteristics with a source audience you define. In our App, you can build a lookalike from any Custom or Retargeting audience.

Retargeting

Retargeting lets you reach people who've already interacted with your brand. In our App, you can retarget based on five audience types:

• Website visitors — people who visited your site (requires Meta Pixel)
• Facebook page engagers — people who liked, commented, shared, or followed your page
• Instagram profile engagers — people who interacted with your Instagram account
• Video viewers — people who watched a percentage of a video you've run
• Lead form openers / submitters — people who opened or submitted a Meta lead form

Select the audience type, set the time window (e.g., past 30, 60, or 180 days), and the audience is built automatically.

Placements

By default, Meta campaigns in our App use Advantage+ placements — Meta automatically shows your ads across all eligible surfaces (Facebook Feed, Instagram Feed, Stories, Reels, Audience Network, etc.) to maximise delivery and performance.

If you need to restrict placements to specific surfaces, you can customise this in the advanced settings tabof the campaign builder. See Placements: Facebook and Instagram for the full list and guidance on when to restrict.

Common issues

I can't find the interest I'm looking for

Try a prompt describing your audience — it often surfaces categories not easily found by browsing. Alternatively, type into the interest box directly to manually add more interests.