Creating Custom Audiences in Meta Using App Activity

Last updated: August 25, 2025

This guide walks you through setting up Custom Audiences using app activity data via Appbrew and how to use those audiences to include or exclude users in Meta ad campaigns.

Prerequisites

Make sure the following are in place before starting:

  • Your app is integrated with Meta SDK via Appbrew.

  • Your Meta Business Manager is set up and connected to the right Meta Ad Account and app.

Part 1: Creating a Custom Audience Based on App Activity

Step 1: Access Meta Ads Manager

  1. Go to Meta Ads Manager.

  2. In the left sidebar, click on Audiences under the Assets section.

Step 2: Create a Custom Audience

  1. Click the Create Audience dropdown.

  2. Select Custom Audience.

Step 3: Choose App Activity as Source

  1. In the source selection screen, choose App activity.

  2. Select the app connected via Appbrew from the dropdown list.

Step 4: Define Audience Rules

Specify the criteria based on app behavior:

  • Event: Select an in-app event (e.g., “Purchase”, “Add to Cart”, “Install”).

  • Retention: Set the number of past days (up to 180) to include users.

  • Frequency (optional): Choose how often the event must have occurred.

Example: Users who completed a purchase in the last 14 days.

Step 5: Name and Save the Audience

  1. Enter a clear and descriptive name (e.g., "High Intent Users - Last 14 Days").

  2. Click Create Audience.

Part 2: Using the Custom Audience in Campaign Targeting

Once your Custom Audience is ready, here’s how to apply it to campaigns:

Step 1: Create or Edit a Campaign

  1. In Ads Manager, click Create to start a new campaign or select an existing campaign to edit.

  2. Continue to the Ad Set level where you define targeting.

Step 2: Use the Custom Audience

To Include a Custom Audience:

  1. In the Audience section of the Ad Set, click on Custom Audiences.

  2. Select the Custom Audience you created (e.g., “App Purchasers - Last 30 Days”).

  3. Continue setting up your campaign.

This targets only users who match the app activity criteria.

To Exclude a Custom Audience:

  1. In the Audience section, click on Exclude Custom Audiences.

  2. Select the audience you want to exclude (e.g., exclude users who have already purchased).

  3. This ensures your ads are shown only to new or non-converted users.

Example: If you're running an ad for first-time purchase offers, exclude the “Purchasers” audience to avoid wasting budget on existing buyers.

Notes

  • Custom Audiences may take a few hours to populate after creation.

  • Lookalike Audiences can also be created based on any Custom Audience for a broader reach.

Troubleshooting

If your Custom Audience isn’t showing expected results:

  • Verify that Appbrew is sending app activity data to Meta.

  • Ensure proper permissions and roles in your Meta Business account.

For additional help, contact Appbrew support or refer to Meta’s official guide.