Audiences let you bid differently on people you already know about — bring them back, or stop paying to reach them again.
Where to find it: Audiences in the left menu to build them; Targeting → Audiences inside any campaign to use them.
The two ways to apply an audience
- Include (retargeting) — only bid on people in these audiences. Use this to bring back visitors who didn't convert.
- Exclude (suppression) — never bid on people in these audiences. The classic use is excluding people who already bought, so you stop paying to re-acquire your own customers.
An audience you've built shows up in every campaign, so you can create it once and reuse it everywhere.
How we handle the data
We store salted hashes — not raw identifiers. There is no cookie sync and no cross-device merging. An audience matches within our supply on the signal you gave us, and nothing about your list is shared with other advertisers.
Getting your own data in: see Importing your own audience data.
Sep 7, 2026