Campaigns and marketing
Custom audience
A custom audience is a group of your own contacts uploaded to an advertising platform so you can target them, or people like them, with ads.
Also calledmatched audience
It links messaging data to paid media: a segment of lapsed customers can become an ad audience, and an ad audience can be excluded from a message campaign so people are not hit twice. Uploading contacts to an ad platform is a data-sharing decision, so consent and privacy wording should cover it.
Worth knowing alongside it.
- Segment
- A segment is a defined group of contacts described by rules over their attributes and behaviour, rather than a fixed list of names.
- Click-to-WhatsApp ads
- Click-to-WhatsApp ads are Meta ads whose call to action opens a WhatsApp conversation with the advertiser instead of sending the person to a website.
- Attribution
- Attribution is the practice of connecting an outcome, such as a sale, back to the campaign, ad, or link that produced it.