Introduction

Website Custom Audiences (WCA) introduces additional flexibility when creating custom audiences for Facebook with Marin Social. Specifically, website custom audiences adds the ability to create targeting rules based upon aggregate behavior, device type, and dynamic date.

Facebook describes WCAs as adding "intensity of signal" to WCA. As an example, previously, someone who visited a website 10 times would have been grouped into the same audience as someone who visited once. With WCAs, you're able to put these two people into separate audiences and bid for them accordingly. Facebook recommends that advertisers not just bid for their most valuable potential customers, but also bid for the true value for a broader range of potential customers.

How to

To use the website custom audience in the Marin Social platform:
 

1. Navigate to Audience > Custom Audiences > New Custom Audience > Website
    
2. From here, you can use the Advanced? switch to turn on the website custom audience.
    
3. You can also target audiences that visited your website from a specific device.
    

4. Finally, after you have successfully configured your website custom audience, click Save.