Detailed targeting is a targeting option available in the Audience section of ad set creation that allows you to refine the group of people Facebook shows your ads to. You can do this with information such as additional demographics, interests and behaviors.
These detailed targeting options may be based on:
Ads they click
Pages they engage with
Activities people engage in on Facebook related to things like their device usage, and travel preferences
Demographics like age, gender and location
The mobile device they use and the speed of their network connection
How to use detailed targeting
After choosing a campaign objective, go to your ad set and select your Audience preferences first by location, age, gender and language, then by Detailed Targeting.
With Detailed Targeting, you can refine your audience the following ways:
Include certain demographics, interests or behaviors in your audience: Use the default text box to enter at least one word or term to find suggestions, or select "Browse" to search options.
Note: The details you select aren't mutually inclusive. This means that if you add three interests (for example, movies, books and TV), Facebook will look for people who match the location, age, gender and language you selected, who also match with either "movies," or "books" or "TV."
If you want to narrow your intended audience more, select "Narrow Audience" after you add your initial choices. This will help Facebook focus your audience makeup on people who must match at least one of your previously identified qualities and the additional details you add. For example, if you originally chose to include people who match with "movies," or "books" or "TV," and then you add "yoga," Facebook will now search for people who must match "yoga" and either "movies," "books" or "TV."
- Exclude certain demographics, interests or behaviors from your audience: Leave the default text box empty and select "Exclude People." In the new text box, enter your preferences or browse suggestions.
- Include and exclude a mix of demographics, interests or behaviors: Use the default text box to enter at least one word or term to include in your audience, then select "Exclude People" and add the details you don't want to include in your audience.