You may also consider targeting your most valuable website visitors through Facebook ads. One way to do this is by creating an audience based on event frequency.

People are doing what is very popular these days when they think about reaching the widest audience possible. But there are definitely times when you should think about targeting a smaller, but more valuable, audience, too. What are the kinds of targeting that you should use?

In this post, we will walk through how to isolate your audience based on the frequency of the events that you execute. Secondly, I’ll give you the tools you need to dig deeper into your audience and create groups based on the event parameters.

Create a Website Custom Audience

To isolate those most valuable website visitors, of course, you’ll need to create a Website Custom Audience.

Facebook Website Custom Audience

When you select the source, select the pixel that you want.

The Pixel has become less reliable over the years due to iOS 14+ and browser restrictions, but it is still possible for this to be done. Web events can also be captured that are fired from the API. Facebook doesn’t have a perfectly clear answer for this, but it is consistent. When you set up the API for Web Events, the first thing that you must do is select the pixel that the events are based on. There is no way — not that I am aware of — to create an audience based only on API web events.

Select one of the events that you want to attend.

Next, select an event from the list that you have chosen.

Facebook Website Custom Audience

If you want to get people who frequently visit your website, select the pageview event.

Facebook Website Custom Audience

Other events that advertisers are likely to use include those that involve purchasing things or those that involve registration. What type of audience you are trying to bring to the table depends on what type of audience you are trying to bring.

Facebook Website Custom Audience

I will go through a few examples of that in this post.

Set a frequency for pageviews.

But before we get to that, you should set a retainer. I recommend using the highest amount of retention possible for most advertisers, because doing that will cause the audience to shrink. In that case, you should use 180 days, but you are welcome to use whatever you want.

After you set the retention amount, click on the “refine by” drop-down menu. If you are creating audiences based on pageviews, select “frequency” (you can choose different options for other events, and we’ll get to that next).

Facebook Website Custom Audience

By default, the frequency that is set up here is greater than or equal to 2.

Facebook Website Custom Audience PageView Frequency

Is this a good place for you to start? If you do that, people who visited only one page on your website will be eliminated. You are free to increase the number of people, but know that the audience size will shrink with each increase.

One important point is that this number of times that pageview events are fired measures how many times the pageview event is fired. A page that you are looking at can be the same page multiple times or it can be several unique pages.

Set an Event Frequency for Other Events.

You can also create audiences based on the frequency with which buyers, searches, registrations, and other events occur. When you create an audience based on one of these events, you will see some options for “url/parameter” and “aggregated value.”

If you choose the “aggregated value” option, the default will be “frequency.”

Various parameters, and other examples.

Then you can dig deeper into the weeds of the various audiences that you can create based on those events using certain parameters, whether it’s standard or custom events.

I go into additional detail in a recent blog post covering the 10 website custom audience strategies that I use. So, take a look at the picture.

Now it is your turn.

Do you have other examples of how you have targeted people?

So, let me know what you think in the comments below.