Meta remarketing audiences

The Segments and audiences tab, under Marketing → Audience (until 10/25/2026, the Audiences tab in Ads → Creatives; the old link opens the new screen), creates remarketing custom audiences in your Meta ad account: people who visited the site, engaged on Instagram or the Page, watched the videos, and the customer lists that come from the CRM.

It also shows a catalog of strategies: for each one, who to include, who to exclude, the objective and the suggested message, with what already exists in the account and what is still missing.

Create audiences in one clickCopy Anchor Link

Under Create audiences, click Create audience next to the one you want:

The audience name on Meta starts with XB | RMK |. If an audience with the same name already exists, XBASE uses that one and does not create another. The video audience picks up the videos that exist today; new videos only come in when you create the audience again.

CRM segments (customer list)Copy Anchor Link

1. Under CRM segments, click New segment.
2. Give it a name and choose the role in strategies (Customers, Talked through the ad, Live sign-ups or Custom), the conversation tags and the funnel stages. Anyone who has any of the tags or is in any selected stage is included.
3. If you want, choose tags to exclude: anyone who has one of them is removed, by phone or email.
4. Click Save segment and then Sync.

When syncing, XBASE creates the customer list on Meta (if it does not exist yet) and sends the contacts' phone, email and name, always hashed: the raw data never leaves XBASE. On later syncs, the list on Meta is replaced by the current segment. The screen shows how many contacts were in the segment, how many were sent, how many were left out for having neither phone nor email, and how many were excluded.

StrategiesCopy Anchor Link

Each strategy shows the audiences to include and exclude, with the status of each one:

Every strategy excludes people who are already customers. With the audiences ready, build the ad set in Meta Ads Manager with the suggested objective and message.

Meta's Custom Audience TermsCopy Anchor Link

If the ad account has not accepted the Custom Audience Terms yet, Meta refuses to create the audience. The screen shows the notice with the Open the terms on Meta link: an admin of the ad account accepts them there and then you try again in XBASE.

Rules and limitsCopy Anchor Link

• Only people who manage the workspace integrations can create audiences and save and sync segments; other members see everything in read-only mode.
• Up to 20 segments per workspace, each with up to 20 tags and 20 stages. Each role (except Custom) can be in only one segment.
• Up to 50,000 contacts per sync (the most recently updated ones).
• A segment with no contact that has a phone or email sends nothing, and the audience on Meta does not change.
• Meta can take a few hours to process the list and only delivers to audiences with about 100 or more matched people.
• Instagram and the Page must be connected to the workspace and linked to the same business portfolio as the ad account.

Frequently asked questionsCopy Anchor Link

See alsoCopy Anchor Link