Custom Audience
A targeting option reaching people who have already interacted with your business.
A targeting option reaching people who have already interacted with your business.
Why It Matters
Custom audiences let you reach warm users who know your brand with tailored messages. From website visitors to email subscribers to past purchasers, custom audiences power retargeting, upselling, and reactivation. They typically convert 3-10x better than cold audiences.
Practical Example
Scenario
A brand creates custom audiences for: cart abandoners (last 7 days), past purchasers (90-180 days ago), and VIP customers (3+ orders). Each gets tailored creative.
Result
Cart abandoners see urgency messaging (10% conversion). Lapsed customers see 'we miss you' offers (5% conversion). VIPs see new arrivals first (15% conversion).
Pro Tips
- 1Segment custom audiences by recency and behavior—don't lump 7-day and 180-day website visitors together
- 2Create exclusions: exclude purchasers from prospecting, exclude cart abandoners from general retargeting
- 3Upload email/phone lists quarterly to keep custom audiences fresh and match rates high
Common Mistakes to Avoid
Frequently asked questions
Put it to work
Related Terms
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7.7x blended return at scale — seven figures attributed, across five straight quarters · Modern Prairie · Apr 2025–Jun 2026 Read the Modern Prairie case study
