Within the audience section, you can create three types of audiences: Custom, Lookalike, and Saved. Custom and Lookalike audiences serve as data sources, while Saved audiences refine these by demographics.

Custom audiences can be created from various sources both on and off Facebook and Instagram. Lookalike audiences use a custom audience as a source to find similar users based on interests and demographics. With a saved audience, you can opt for a broader audience with interest or demographic refinements without using a custom or lookalike audience as the source.

Custom Audiences

When gaining access to a new Facebook page, you can create several custom audiences. This is where your most valuable Facebook data resides, and targeting it effectively leads to ticket sales. These audiences comprise "warm data"—users already somewhat familiar with your brand or event.

Website Traffic

You've likely noticed instances where, after browsing for a product or service online, you see advertisements for that same product on Facebook or Instagram minutes, hours, or days later. This demonstrates the power of retargeting pixels, including the Facebook pixel.

Once you've integrated your pixel, you can create a custom audience from Website traffic. You can target all website visitors broadly or focus on those who've visited a specific web page. For the latter, simply enter the unique part of the URL or the entire URL of the target page.

The pixel only fires if a user is logged into Facebook on their device's browser and has not disabled cookies.

Customer List

When launching an event, your ideal audience often includes previous attendees. If your last event was successful and left attendees wanting more, you'll want to notify them about your next event. For this reason alone, the Customer List audience should be your first advertising target.

Meta matches the data fields you provide with users, meaning if you have access to the email address or phone number associated with a user's account, you can target them with an ad.

Articles

Creating Effective Meta Audiences for Event Ticket Sales