Mobile App Custom Audiences

Updated: Apr 30, 2026

Build audiences based on people's actions in your app that meet your criteria. This feature allows you to build an audience who, for example:

• "Passed Level 8 in the last 10 days"
• "Used app in the last 8 days but hasn't purchased anything"
• "Added to cart but not purchased"

This solution uses logged named events through our Facebook SDKs, App Events API, or via Mobile Measurement Partners. Examples of events to log include "Installed", "Added to Cart", "Purchased", or "Achieved a Level".

Limitations

• subtype for engagement custom audiences is only supported for video.
• Mobile App Custom Audiences for inclusion targeting is no longer supported for the POST /{ad-account-id}/adsets endpoint for iOS 14.5 SKAdNetwork campaigns.
• New iOS 14.5 app install campaigns will no longer be able to use app connections targeting.

Create an audience

To create Custom Audiences from your mobile app, the ad account must accept the Terms of Service for Custom Audiences⁠, in Ads Manager⁠. To sign the terms:

• You need to be an Admin, Developer, or Insights User for the ad account.
• Your ad account should be listed as an Advertising account on your app settings.

To create your audience:

curl -X POST \
  -F 'name="My Test Mobile App Custom Audience"' \
  -F 'rule={
       "inclusions": {
         "operator": "or",
         "rules": [
           {
             "event_sources": [
               {
                 "id": "<APP_ID>",
                 "type": "app"
               }
             ],
             "retention_seconds": 8400,
             "filter": {
               "operator": "and",
               "filters": [
                 {
                   "field": "event",
                   "operator": "eq",
                   "value": "fb_mobile_purchase"
                 }
               ]
             }
           }
         ]
       }
     }' \
  -F 'prefill=1' \
  -F 'audience_labels=["HIGH_VALUE_CUSTOMERS"]' \
  -F 'access_token=<ACCESS_TOKEN>' \
https://graph.facebook.com/v25.0/act_<AD_ACCOUNT_ID>/customaudiences

This returns the id of the audience upon success. These parameters are most relevant:

Name	Description
name type: String	Required. Name of your custom audience.
description type: String	Optional. Description of your custom audience.
rule type: JSON object	Optional. Rule to define the audience. See Audience Rules.

Each ad account can create a maximum of 200 custom audiences via Custom Audiences from Your Mobile App. Make a POST request to:

https://graph.facebook.com/<API_VERSION>/act_<AD_ACCOUNT_ID>/customaudiences

Use these fields:

Name	Description
name type: string	Required. Name of your Custom Audience
retention_days type: integer	Required. How long someone is in this audience. The minimum number is 1. The maximum number is 180. If retention_days is 14, and on day 13, an audience member triggers an app event matching your criteria, then Facebook extends their time in the audience 14 more days. Someone is in an audience N days from the last matching event they triggered.
rule type: JSON Object	Required. Rules to define the audience. See Audience Rules
audience_labels type: string	Optional. Choose a label that describes this audience. Labels may be used to find audiences for your ads more effectively. About audience labels⁠. Engaged audiences: * QUALIFIED_LEADS — Leads that meet your qualification criteria. * DISQUALIFIED_LEADS — Leads that don't meet your qualification criteria. * APP_USERS — People that are currently using your app. * TRIAL_USERS — People who started a trial of your product. * ENGAGED_USERS — People that showed interest but are not customers. Customers: * HIGH_VALUE_CUSTOMERS — Customers you consider valuable to your business. * LOW_VALUE_CUSTOMERS — Customers who are of low or negative value to your business. * AT_RISK — Customers who are showing signs of disengaging or churning. * DISENGAGED — Customers who have not made a purchase recently or stopped subscribing. * CUSTOMERS — Your existing customers.

Audience rules

To determine who gets added to the Custom Audience, define a rule based on events in your app. A rule is a JSON object with key-value pairs and can reference multiple app events. You can define the rule based on specific events and their parameters and also the aggregation. See Audience Rules for more information. See also:

• Audience Rule Syntax
• Rule Set Syntax
• Inclusion And Exclusion Rule Syntax: Under event_sources, set id to your app's ID and type to app.
• Filters
• Filter Rules:
  • Use 'event' as field, if the filter is to specify an event. Parameters that match App events sent by app; for example, "_appVersion", "_value", and so on.
  • If the field attribute is set to "event", the value must be set to an event name. Use the App Event API to see app events and parameters reported by the pixel.
• Aggregation Functions: The following aggregation functions are available for Mobile App Custom Audiences: "count","sum", "avg", "min", and "max".

Example mobile app custom audience rules

Standard event example

All mobile app purchasers in the last 30 days for app id 55064006:

{
    "inclusions: {
        "operator": "or",
        "rules": [
            {
                "event_sources": [
                    {
                        "id": 55064006,
                        "type": "app"
                    }
                ],
                "retention_seconds: 2592000,
                "filter": {
                    "operator": "and",
                    "filters": [
                        {
                            "field": "event",
                            "operator": "=",
                            "value": "fb_mobile_purchase"
                        }
                    ]
                }
            }
        ]
    }
}

Custom event with parameters example

All users who passed back custom "timeOnPanel" events in the last 30 days for app id 55064006:

{
    "inclusions: {
        "operator": "or",
        "rules": [
            {
                "event_sources": [
                    {
                        "id": 55064006,
                        "type": "app"
                    }
                ],
                "retention_seconds: 2592000,
                "filter": {
                    "operator": "and",
                    "filters": [
                        {
                            "field": "event",
                            "operator": "=",
                            "value": "timeOnPanel"
                        }
                    ]
                }
            }
        ]
    }
}

All users who passed back custom "timeOnPanel" events where event value is greater than 30, color is "red" or "blue", and favorite dessert contains "banana":

{
    "inclusions: {
        "operator": "or",
        "rules": [
            {
                "event_sources": [
                    {
                        "id": 55064006,
                        "type": "app",
                    }
                ],
                "retention_seconds: 2592000,
                "filter": {
                    "operator": "and",
                    "filters": [
                        {
                            "field": "event",
                            "operator": "=",
                            "value": "timeOnPanel",
                        },
                        {
                            "field": "_value",
                            "operator": ">",
                            "value": 30,
                        },
                        {
                            "field": "color",
                            "operator": "is_any",
                            "value": ["red", "blue"],
                        },
                        {
                            "field": "favoriteDessert",
                            "operator": "contains",
                            "value": "banana",
                        }
                    ]
                }
            }
        ]
    }
}

Aggregation example

Top 20% purchasers based on the purchases in the last 30 days:

{
    "inclusions: {
        "operator": "or",
        "rules": [
            {
                "event_sources": [
                    {
                        "id": 55064006,
                        "type": "app"
                    }
                ],
                "retention_seconds: 2592000,
                "filter": {
                    "operator": "and",
                    "filters": [
                        {
                            "field": "event",
                            "operator": "=",
                            "value": "fb_mobile_purchase"
                        }
                    ]
                }
                "aggregation": {
                    "type": "count",
                    "method": "percentile",
                    "operator": "in_range",
                    "from": 75,
                    "to": 100,
                }
            }
        ]
    }
}

Exclusions example

The following example includes people who added to cart, but not purchased:

{
    "inclusions: {
        "operator": "or",
        "rules": [
            {
                "event_sources": [
                    {
                        "id": 55064006,
                        "type": "app"
                    }
                ],
                "retention_seconds: 2592000,
                "filter": {
                    "operator": "and",
                    "filters": [
                        {
                            "field": "event",
                            "operator": "=",
                            "value": "add_to_cart"
                        }
                    ]
                }
            }
        ]
    },
    "exclusions": {
        "operator": "or",
        "rules": [
            {
                "event_sources": [
                    {
                        "id": 55064006,
                        "type": "app"
                    }
                ],
                "retention_seconds: 2592000,
                "filter": {
                    "operator": "and",
                    "filters": [
                        {
                            "field": "event",
                            "operator": "=",
                            "value": "fb_mobile_purchase"
                        }
                    ]
                }
            }
        ]
    }
}

App events API

Query which app events and parameters an app reported to Facebook. You can use these events and parameters directly for creating Custom Audiences. You need an access token associated with the app_id with an admin, developer, or advertiser role.

Make a GET request:

https://graph.facebook.com/<API_VERSION>/<APP_ID>/app_event_types

The response is JSON containing a data array of JSON dictionaries having these fields:

Name	Description
event_name type: string	App event type to use in rule.
display_name type: string	Human-readable name of event type
description type: string	Verbose description of standard event
parameters type: array	array of JSON dictionaries describing parameters for this event {``"parameter_name": "fb_currency", "display_name": "Currency", "description": "Currency for event"``} parameter_name: string, App param type to use in rule display_name: string, Human-readable name of event type description: string, Verbose description of parameter, if a standard param

See full list of event names

See full list of parameter names

Managing audiences

• To get information about your audience, see Custom Audience, Read.
• To update, see Custom Audience, Update.
• To delete, see Custom Audience, Delete.

Resources

• iOS Apps, Retargeting with App Events - Reengaging users on your iOS app.
• Android Apps, Retargeting with App Events - Retarget ads on your Android app.
• Custom Audience Targeting
• Lookalike Targeting
• Reference, Targeting Spec
• Reference, Mobile App Ads for Engagement