You can use the following criteria for your Facebook & Instagram target group.

Meta builds a tree of demographics, interests, and behaviors based on users' & interactions. Advertisers can select these criteria to build the target audience of their campaign.

In the adhook campaign on the step "Audience" you can find the possible criteria at "Facebook & Instagram criteria". On the left side of the tree, you can browse the Core Audience criteria or search for a specific criterion. Clicking on the criterion will add it and recalculate the reach accordingly. The following types of criteria are available for selection:

As soon as one of the selected criteria applies, the person is potentially part of your target group ("OR" link). Via "Narrow down target group" below the selected criteria, you can create criteria groups. At least one criterion of each criteria group created must apply for the person to potentially become part of your target group ("AND" link).

In addition to the so-called "Core Audience" criteria such as interests or behavior, you can also define Custom & Lookalike Audiences as part of your target group.

Custom Audiences are used to make people aware of your company again (e.g. people who have visited your website or watched a video).

Lookalike Audiences are created based on Custom Audiences and contain people who have similarities to the people in the Custom Audience. You can use Lookalike Audiences to get new ideas for possible target groups or if your target group is difficult to define with Core Audience criteria.

In the "Audience" step of the adhook campaign, click on "Custom & Lookalike Audiences" to add audiences. In the dialog, select the audiences you want to use from the advertising account selected in the campaign.

ℹ️ Custom & Lookalike Audiences can be created directly in Meta and then selected in adhook.

You can also exclude criteria to not consider people who match these criteria as part of your target audience. Click on "Exclude Facebook criteria" below the criteria selection for Facebook & Instagram. You can exclude the following criteria: