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Customizing your clients and prospects is a critical way to improve sales and ROI. In fact, when you customize or personalize your data, you can more than double engagement and results.

Customization is more than a strategy. It is a way to connect one-on-one with every prospect that reaches out to learn about you and your business.

This process helps marketers create campaigns that appeal to each individual in their database. It can make every message seem like the offer is just for them. In this article, we focus on customizing your audience on Facebook and AdRoll.


Facebook is an online social media and social networking service owned by Meta Platforms. Facebook currently has 3.03 billion monthly active users. Here’s how you can customize your data and increase your audience and sales on this huge social media platform:

  1. Add your customer list: You can create your custom audience in Meta Ads Manager. Once in your account, go directly to Audiences, then go to Create Audience> Custom audience > Customer list.
  2. Prepare your customer list: Select the identifiers to include, then add the customer list you want to use for your new custom audience and give it a name.
  3. Review your customer list: Confirm that you mapped your identifiers correctly or check to see that all errors are resolved.
  4. Upload your customer list: Once your list has been added and is ready for use, select Upload and Create.

When Meta (Facebook) is finished compiling your customer list information, they’ll let you know that your audience is ready. Then you can immediately create an ad to reach your new custom audience.


AdRoll is a marketing platform that gives growing brands the power to connect with customers wherever they are. Their machine learning engine uses established data on 70% of the world’s online shoppers to predict behavior, ad engagement, and store performance. Over 37,000 AdRoll customers build their businesses with the AdRoll E-commerce Marketing Platform. Here’s how you customize your data and increase your audience and sales on AdRoll:

Customize a new audience

To add an audience to a new campaign, navigate the Audience section of the AdRoll page and either create a new audience or add to an existing one. You can customize audiences based on:

  • URLs
  • A fixed page
  • An event
  • The number of pages viewed
  • The number of impressions served
  • CRM lists

URL-based Audience URL-based audiences define your audience based on the URL they visit. You can also define an audience based on a portion of a URL. This captures visitors who land on any URL on your website that contains that URL pattern. 

Fixed Audience – If there’s a page on your site that represents something specific, such as completing a conversion, you can define an audience based on this page.

User Event Audience – You can define an audience based on an event-triggered, such as a button click. If the event is accompanied by a URL change, you can define that through a URL-based audience.

Pages Viewed Audience – This web-only audience type allows you to organize your audience based on a minimum number of pages they viewed at while on your website. While certainly not the only indicator of visitor intent, a good rule of thumb is that the more pages someone views, the more interested they are in what you have to offer.

Impression-based Audience – This web-only audience type allows you to organize your audience based on a minimum number of impressions served. Consider this if you’re a B2B business where sales cycles are typically extended over a longer period of time and you want to utilize sequential messaging.

CRM Audience – CRM data onboarding allows you to leverage email lists in your campaigns. If you conduct your business off your website, want to re-engage old customers, or need to build on an existing audience, CRM is effective. Learn all about how AdRoll can help your business by clicking here.

AdRoll and Facebook are like David and Goliath. They are both easy to set up, user-friendly, and successfully target specific audiences based on their location, demographics, interests, and behaviors. Facebook is Goliath and they charge a Goliath price. So, unless you’re planning to spend big bucks on Facebook, we recommend David – AdRoll is the way to go.