Custom audiences from your data. 30-60% match rate. Refresh monthly. Most valuable targeting asset.
By The Ad Spend
An audience built from your own first-party data: customer lists, website visitors, app users, or people who engaged with your content.
Formula
Audience from your data
Benchmark range
Match rates: 30-60% for email lists (down from higher pre-iOS 14). Website visitors depreciate fast—use 7-30 day windows.
Why it matters
Custom audiences are your most valuable targeting asset. Customer list audiences convert best. Refresh lists monthly to maintain match rates. iOS 14 made custom audiences smaller but also made them more important as third-party data disappears.
