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Targeting is set at the ad set level. When you edit an ad set in the Campaign Builder, you can choose who sees your ads (age, gender, location, interests, custom audiences) and where they appear (Facebook, Instagram, Audience Network, and specific placements).

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Targeting Options

SettingWhat it does
AgeMinimum and maximum age (default 18–65).
GenderAll, Male, or Female.
LocationsCountries, regions, or cities. You can include or exclude.
Custom locationsRadius around a latitude/longitude (e.g. around a store).
InterestsTopics and interests so Meta shows ads to people likely to care.
Custom audiencesYour saved audiences (website visitors, customer lists, etc.). You can exclude audiences too.
Lookalike audiencesFind people similar to your existing customers.
LanguagesLocale/language targeting.
PlacementsWhere ads run: Facebook Feed, Instagram Feed, Stories, Reels, Audience Network, etc. Automatic lets Meta choose; you can narrow to specific placements.
DevicesOptional: limit to mobile, or iOS/Android when relevant.

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How to Set Targeting

1

Open Ad Set Node

In the Campaign Builder, add or open an ad set under your Meta campaign.
2

Access Targeting Section

Double-click the ad set node to open the Ad Set modal, then navigate to the Targeting section.
3

Configure Demographics

Set age range, gender, and location targeting based on your audience.
4

Add Detailed Targeting

Add interests, behaviors, or custom audiences to refine who sees your ads.
5

Choose Placements

Select automatic placements (recommended) or manually choose specific placements like Facebook Feed, Instagram Stories, etc.
6

Save Settings

Click Save to apply your targeting configuration to the ad set.

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Special Ad Categories

If your campaign uses a Special Ad Category (Credit, Employment, Housing, or Social Issues/Elections/Politics), Meta restricts certain targeting options to comply with anti-discrimination policies:
  • Age: Limited to 18-65+ (cannot narrow further)
  • Gender: Must target all genders
  • Location: Can only target by country, state, or city (no radius targeting)
  • Detailed Targeting: Severely limited or unavailable
These restrictions are enforced by Meta and cannot be bypassed. Make sure your targeting strategy accounts for these limitations when creating special ad category campaigns.

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App Campaign Restrictions

If your campaign objective is OUTCOME_APP_PROMOTION or conversion location is APP, Meta enforces additional targeting restrictions before publishing:
  • Device OS: Can only target mobile devices (iOS, Android). Desktop targeting is not allowed.
  • Placements: Cannot use Threads platform or desktop-only placements (e.g., Right Hand Column)
  • Mobile requirement: Must target at least one mobile operating system
Validation: Whathead’s Meta adapter validates these restrictions in adsetValidator.ts before publishing. If your targeting includes desktop devices or desktop-only placements for app campaigns, you’ll receive validation errors that must be fixed before publishing.

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Placement Options

Meta offers several placement options across its family of apps: Meta automatically shows your ads across placements where they’re likely to perform best. This typically delivers the best results and lowest cost per result.

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Manual Placements

You can manually select specific placements:
PlatformPlacements
FacebookFeed, Stories, In-stream videos, Search results, Instant Articles
InstagramFeed, Stories, Explore, Reels
Audience NetworkNative, banner, and interstitial ads on third-party apps
MessengerInbox, Stories, Sponsored Messages
Start with automatic placements and let Meta optimize delivery. Use manual placements only when you have specific creative requirements or performance data showing certain placements work better for your goals.

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Custom Audiences

Custom Audiences let you target people who have already interacted with your business:
  • Website visitors: People who visited your website (requires Meta Pixel)
  • App users: People who used your mobile app
  • Customer lists: Upload email addresses or phone numbers
  • Engagement: People who engaged with your Facebook Page or Instagram account
  • Video viewers: People who watched your videos
You can also create Lookalike Audiences to find new people similar to your existing customers.

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Targeting Best Practices

Start broad, then narrow: Begin with broader targeting and let Meta’s algorithm optimize delivery. Use performance data to refine your targeting over time.
  • Use Custom Audiences for retargeting website visitors or existing customers
  • Test different audiences by creating multiple ad sets with different targeting
  • Exclude converted users to avoid wasting budget on people who already took action
  • Layer targeting options carefully — too narrow targeting limits reach and increases costs
  • Monitor audience size — aim for at least 50,000 people for optimal delivery

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Conversion Location

The conversion location (website, app, Messenger, etc.) is set at the ad set level and affects which optimization goals and placement options are available:
  • Website: Requires Meta Pixel installed on your site
  • App: Requires Meta SDK integrated in your app
  • Messenger: For conversations and lead generation
  • Phone calls: For businesses that want phone call conversions

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Syncing Targeting Across Ad Sets

To copy targeting settings from one ad set to others:
1

Open Source Ad Set

Open the ad set with the targeting you want to copy.
2

Click Sync Targeting

In the ad set modal, click Sync Targeting.
3

Select Target Ad Sets

Choose which ad sets in the same campaign should receive the same targeting settings.
4

Confirm Sync

Click Apply to copy the targeting to the selected ad sets.
Syncing targeting will overwrite existing targeting settings in the target ad sets. Make sure you want to replace their current configuration before syncing.

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Next Steps

Ad Set Configuration

Learn about full ad set options and optimization goals

Campaign Structure

Understand Meta’s campaign hierarchy