How to Create Custom Audiences in Sparkforge Ad Manager

Custom audiences in Sparkforge Ad Manager let you retarget people who have already interacted with your brand or product across Meta surfaces. You build them as part of campaign creation, then reuse them across future campaigns.

Where to find custom audiences

The option lives inside the campaign creation flow, in the second step labeled Budget and Audience. Under Audience Controls, expand the Intended Audience section and switch to the Retargeting tab. Open the Create new or select retargeting audience dropdown — the first option is Create a Custom Audience.

How custom audiences work

A custom audience targets people who already know your brand because they visited your site, engaged with a Facebook page, watched a video, or matched another data source. Creation is a two-step modal: pick the source, then configure the rules for that source.

Step 1 — Pick a source

Click Create a Custom Audience. A modal opens with the available sources (Website, Facebook Page, Customer List, Video, Instagram Account, etc.). Select one and click Next.

Step 2 — Configure the rules

The second step changes based on the source. For a Website audience, you will configure:

• Pixel — choose from the pixels available in Ad Manager.
• Events — pick the trigger event. Options include All website visitors (everyone who visited) or Visitors by time spent (top percentile of session duration). Selecting 10% means you target visitors in the top 10% of time spent on site.
• Audience retention — how many days users stay in the audience after interacting. Maximum is 30 days for Website audiences.
• Include or exclude — add up to four extra clauses with Include more people or Exclude people.
• Name and description — give the audience a clear label so you can find it later.

Other source types

The same two-step flow applies for Facebook Page, Customer List, Video, and Instagram audiences. Each source surfaces its own rule set — for example, a Facebook Page audience asks which page and which engagement events count.

Using a custom audience in a campaign

Once saved, the audience appears in the Create new or select retargeting audience dropdown for any future campaign. Pick it during the Budget and Audience step and Sparkforge applies it to the ad set.

Notes

Audience size depends on how much pixel data has accumulated, so brand-new pixels will produce smaller audiences. Keep retention windows reasonable — a 30-day window for website visitors usually outperforms shorter windows for service businesses with longer consideration cycles.