Audience Targeting — Countries, Age, Interests

Audience targeting determines who sees your ads. Getting targeting right means showing your message to the right people, which directly impacts your campaign's cost efficiency and performance.

Prerequisites

• A campaign and ad set configured in the Campaign Launcher Launching Your First Campaign — Step by Step

How It Works

In Wevion, audience targeting is configured at the ad set level. Each ad set can have its own unique targeting, which means you can test different audiences within the same campaign.

Targeting options fall into four categories:

1. Geographic — Where your audience is located

2. Demographic — Age and gender

3. Custom Audiences — Your own audiences from Meta

4. Advantage+ AI — Meta's AI-powered audience expansion

Step-by-Step Guide

Geographic Targeting (Countries)

1. In the ad set row, click the Countries field

2. Select one or more target countries from the dropdown

3. Wevion supports 55+ countries across Europe, Americas, Asia, Africa, and Oceania

How it works: Meta shows your ads to people whose home or recent location is in the selected countries. Both "home" and "recent" location types are used by default.

Tips for geographic targeting:

• Start with 1-3 countries for better budget allocation

• Separate high-CPM and low-CPM countries into different ad sets for better budget control

• If targeting EU countries, remember to fill in DSA compliance fields [See: ART-209]

Age Range

1. Set the Minimum Age (13-65)

2. Set the Maximum Age (13-65)

Important: If your campaign uses a Special Ad Category (financial products, employment, housing, political/social issues), the minimum age is automatically enforced to 18 or older.

Tips:

• Start broad (18-65) unless you know your exact demographic

• Meta's algorithm performs better with wider age ranges

• Use Advantage+ Age to let Meta find the optimal age range within your bounds

Gender

Choose one of three options:

• All — Target both men and women (recommended)

• Male — Target men only

• Female — Target women only

Tip: Unless your product is strictly gender-specific, use "All" and let Meta's algorithm optimize. You might be surprised who converts.

Custom Audiences

Custom Audiences let you target (or exclude) specific groups of people based on your own data:

1. Click the Included Audiences field to add audiences you want to target

2. Click the Excluded Audiences field to add audiences you want to exclude

3. Select from your existing Meta Custom Audiences

Common use cases:

• Include your website visitors (retargeting)

• Include a lookalike audience based on your customers

• Exclude existing customers to focus on new acquisition

• Exclude recent converters to avoid wasting spend

Note: Custom Audiences must be created in Meta Business Manager first. Wevion will display the audiences available in your ad account.

Advantage+ (Meta AI) Targeting

Advantage+ uses Meta's AI to expand your targeting beyond your selected audience when it's likely to improve results:

Recommendation: For most campaigns, enable Advantage Audience for better performance. Meta's AI has access to vast behavioral data and can often find high-quality prospects you wouldn't have targeted manually.

Placement Targeting

While not strictly "audience" targeting, placements control where your ads appear:

Detailed placement positions available:

Facebook: Feed, Story, Reels, Marketplace, Video Feeds, Search, In-stream Video, Right Hand Column, Instant Article, Profile Feed

Instagram: Feed (Stream), Story, Reels, Explore, Profile Feed, Search

Audience Network: Classic, Rewarded Video

Messenger: Messenger Home, Story

Best practice: Start with All Placements to let Meta optimize delivery across all positions. Only restrict placements if you have a specific reason (e.g., your creative only works in vertical format for Stories/Reels).

Device Targeting

Control which devices see your ads:

Operating system filter:

• All — Android and iOS

• Android — Android devices only

• iOS — Apple devices only

• Android + iOS — Both (same as All)

Attribution Window

The attribution window determines how Meta counts conversions:

Note: For objectives that don't use a pixel (Awareness, Engagement), the view-through window is automatically disabled.

Frequently Asked Questions

Q: Can I target by city or region, not just country? A: Wevion's Campaign Launcher supports country-level targeting. For city or region-level targeting, create your audience in Meta Business Manager and use it as a Custom Audience in Wevion.

Q: Can I target by interests or behaviors? A: Interest and behavior targeting is managed through Meta's Custom Audiences. Create detailed targeting audiences in Meta Business Manager, then select them in the Included Audiences field in Wevion.

Q: What's the best audience size? A: For conversion campaigns, aim for at least 1-5 million people per ad set. Too narrow an audience limits Meta's ability to optimize. Too broad might dilute your budget.

Q: Should I use multiple countries in one ad set or separate ad sets? A: For testing, use separate ad sets per country so you can see performance by country and adjust budgets individually. For scaling proven audiences, combining countries in CBO can work well.

Q: How does location targeting work? Does it use GPS? A: Meta uses a combination of device location, IP address, and profile information. It targets people whose "home" or "recent" location matches your selected countries.

Related Articles

• Launching Your First Campaign — Step by Step

• Campaign Objectives Explained

• Budget Types — CBO vs ABO

• EU Compliance — DSA Fields and Special Ad Categories