Campaign audiences are made up of users that you’ve reached in past or current campaigns. With this high-value group of users, you can re-engage audiences who are already familiar with your brand, or offer new products and services to existing customers. You can also add a Campaign audience to an awareness campaign’s Blocklist to help ensure that budgets are allocated to exposing new users to the brand.

Refer to Create or manage a Campaign audience to get started, or continue reading to learn more about this audience type and its requirements.

All advertisers are eligible to create and target Campaign audiences. The following conditions must also be met before an advertiser or campaign becomes eligible for Campaign audience targeting:

*Audience type: Campaigns typically support targeting multiple audience types. Healthcare advertisers should note that a single campaign, however, can never target both NPI-based and non-NPI-based audiences. For example, a campaign can’t target a Campaign audience consisting of your users you’ve reached in previous campaigns if it’s already targeting an NPI-based Geofarmed audience.

When you create a new Campaign audience, you’ll choose one or more source campaigns from which the audience should pull users who you reached with your ad. You’ll also define the criteria that the Campaign audience will use to determine which users should be added: users who saw your ad, users who clicked on your ad, or users who converted.

The criteria you choose depends on the goals of the campaigns that will target the Campaign audience you create. Keep the audience’s potential Reach in mind when making your selection.

Choose Impressions as the audience’s criteria to include users who were served your ad. Note that those campaigns’ impressions were measured when the ad server sent your ad to a webpage. This means that–while impressions provide critical insight into potential exposure—they aren’t a measure of user interest or engagement.

Choose Clicks as the audience’s criteria to include users who clicked on the ads you served. These users’ clicks can indicate engagement and interest in the products or services you advertised, or overall ad appeal.

Choose Conversions as the audience’s criteria to include users who completed a conversion event after being exposed to your ad, and credit for that conversion was able to be attributed to the selected campaign(s) because it took place during a particular conversion window.