The Complete Facebook Ads Targeting Guide

Facebook Ads Targeting Guide

If you’re anything like I was when I first started out creating Facebook ads campaigns, you’re probably overwhelmed by the massive array of targeting options available.

Truth be told, I still get overwhelmed, which is why I created this Facebook Audience Targeting Guide. It includes a list of almost all the interests, demographics and behaviour targeting options.

Download the full PDF guide here.

Back in 2015, after creating numerous Facebook Ads campaigns for clients, I began to get frustrated sorting through all the targeting options available in Ads Manager (and Power Editor back then). So, one Friday afternoon, I grabbed a cold beverage and decided to map them all out.

Much has changed since then… targeting options come and go, so you may see some changes to the options available in this PDF.

The Version 1 map was readable… if you printed it out on an A3 page and used a magnifying glass. With this latest version, I created a PDF guide with multiple pages, for two reasons:

  • There are now so many more targeting options and it’s impossible to fit them on the one readable map. Now you can print out these pages (remember that old format?) and stick them on your wall for easy reference… at least that’s what I did for a while.
  • I hope the maps in this guide help you (and perhaps your clients) more easily discover target audiences for Facebook ads campaign.

The maps in this guide are pretty big, so I’ve added a PDF download option at the end of the post.


Facebook Ads Audience Targeting is available (mostly) at the Ad Set level where you can target by:

  • Custom Audiences
  • Location
  • Age
  • Gender
  • Language
  • Detailed Targeting
  • Connection
  • Placement

In the next few section we’ll drill down to all the targeting option you can access within these sections. Any targeting options with strike throughs may not be available in your region.

Top Level Targeting Options

Targeting options are all available at the Ad Set level. Here are the top level options. The targeting options that have striked out appear to be seasonal, so over time, targeting options will come and go here.

Facebook Ads Targeting Guide

Drilling Down

1. Facebook Ads Demographics

This one’s a biggy. They main sub-categories are:

  • Home
  • Work
  • Realtionships
  • Generation
  • Financial
  • Politics (US)
  • Ethnic Affinity
  • Education
  • Life Events
  • Parents

Each of these then gets broken down. Once again, you can download the high resolution PDF so you can zoom into the detail.

2. Facebook Ads Interests List

Next we have a lists of interests. Naturally there are even more targeting options here. The main sub-categories for Facebook Ads Interests targeting are:

  • Family & Relationships
  • Technology
  • Food & Drink
  • Business & Industry
  • Hobbies & Activities
  • Shopping & Fashion
  • Fitness & Wellness
Facebook Interests

3. Facebook Ads Behaviours

Finally, we have the Behaviours available for targeting with Facebook Ads. The main sub-categories are:

  • Financial
  • Consumer Classification
  • Digital Activities
  • Mobile Device Usage
  • Aniversary
  • Multicultural Affinity
  • Seasonal & Events
  • Expats
  • Travel
  • Soccer (assuming this is a seasonal option)
  • Purchase behaviour
  • More Categories

Top Tip: Combine Targets

While there’s an overwhelming variety of targeting, the power comes when you combine Detailed Targeting options at the Ad Set level.

Mix and match your targeting along with Demographics, age, gender and placement to really niche down.

I hope the maps in this guide helps you (and perhaps your clients) more easily discover target audiences for Facebook ads campaign.

Oh, and if you’re using Facebook Lead Ads, and want to more easily access lead data grab a 14 day free trial of

Download the full PDF guide here.

By Luke Moulton

Founder of