Types of audiences in the Shopify Audiences app

The Shopify Audiences app generates and exports multiple platform specific types of audiences that you can use to target your ad campaigns.

Meta audiences

Exported audiences for Meta include Facebook and Instagram.

For more information about using audiences with Meta, refer to the documentation for Meta Ads.

Meta audiences types
Audience type	Description
Retargeting Boost	Add this audience to existing retargeting ad sets to reach more people who engaged with your brand. These people have not purchased from your store yet. This audience is automatically refreshed on Meta with additional potential customers every 1-7 days.
Prospecting	Add this audience to your new or existing prospecting ad sets. These people are similar to those who have bought your products or complementary products. This audience is automatically refreshed on Meta with additional potential customers every 7-14 days.
Meta Lookalike	Add this audience to your new or existing prospecting ad sets. This lookalike audience uses the Retargeting Boost audience as a source. The ad platform finds people similar to these people. It includes 3% of Meta users located in the United States and Canada. The audience has an estimated size of 9.1 million. This audience is managed and refreshed by Meta.
Existing Customers Plus	This audience includes your existing customers located in the United States and Canada. You can use this audience in any of the following ways: Exclude existing customers from prospecting campaigns to avoid targeting existing customers and improve performance. Include existing customers in remarketing campaigns to reengage them. Add this audience as a suggestion to your Advantage+ campaigns to improve targeting.

Google audiences

Exported audiences for Google include the following Google services:

Google Search
Google Shopping
Gmail
YouTube
Google Display Network

For more information about using audiences with Google, refer to the documentation for Google Ads.

Google audiences types
Audience type	Description
Prospecting seed	Add this audience as a source to Performance Max campaigns to help Google target the right customers. These people are similar to those who have bought your products or complementary products. This audience is automatically refreshed on Google with additional potential customers every 1-7 days.
Existing Customers	This audience includes your existing customers located in the United States and Canada. You can use this audience in any of the following ways: Exclude existing customers from prospecting campaigns to avoid targeting existing customers and improve performance. Include existing customers in remarketing campaigns to reengage them. Add this audience as a signal to your Performance Max campaigns to improve targeting.

Criteo audiences

For more information about using audiences with Criteo, refer to the documentation for the Criteo Commerce Media Platform.

Criteo audiences types
Audience type	Description
Retargeting Boost	Add this audience to existing retargeting ad sets to reach more people who’ve engaged with your brand. These people have not purchased from your store yet. This audience is automatically refreshed on Criteo with additional potential customers every 1-7 days.
Prospecting	Add this audience to your new or existing prospecting ad sets. These people are similar to those who have bought your products or complementary products. This audience is automatically refreshed on Criteo with additional potential customers every 7-14 days.
Criteo Lookalike	Add this audience to your new or existing prospecting ad sets. The Criteo Lookalike audience for Criteo ads is a lookalike segment that Criteo generates using the Retargeting Boost audience as a source. Shopify Audiences automatically generates a Criteo lookalike segment that includes 100,000 customers located in the United States and Canada. This audience is managed and refreshed by Criteo.
Existing Customers	This audience includes your existing customers located in the United States and Canada. You can use this audience in either of the following ways: Exclude existing customers from prospecting campaigns to avoid targeting existing customers and improve performance. Include existing customers in remarketing campaigns to reengage them.

Pinterest audiences

For more information about using audiences withe Pinterest, refer to the documentation for Pinterest Ads.

Pinterest audiences types
Audience type	Description
Retargeting Boost	Add this audience to existing retargeting ad groups to reach more people who’ve engaged with your brand. These people have not purchased from your store yet. This audience is automatically refreshed on Pinterest with additional potential customers every 1-7 days.
Prospecting	Add this audience to your new or existing prospecting ad groups. These people are similar to those who have bought your products or complementary products. This audience is automatically refreshed on Pinterest with additional potential customers every 7-14 days.
Pinterest Lookalike	Add this audience to your new or existing prospecting ad groups. The Lookalike audience for Pinterest ads is an Actalike audience that Pinterest generates using the Retargeting Boost audience as a source. Shopify Audiences automatically generates a Pinterest Actalike audience that includes 10% of Pinterest users located in the United States. This audience is managed and refreshed by Pinterest.
Existing Customers	This audience includes your existing customers located in the United States and Canada. You can use this audience in either of the following ways: Exclude existing customers from prospecting campaigns to avoid targeting existing customers and improve performance. Include existing customers in remarketing campaigns to reengage them.

Snapchat audiences

For more information about using audiences with Snapchat, refer to the documentation for Snapchat Ads.

Snapchat audiences types
Audience type	Description
Retargeting Boost	Add this audience to existing retargeting ad sets to reach more people who’ve engaged with your brand. These people have not purchased from your store yet. This audience is automatically refreshed on Snapchat with additional potential customers every 1-7 days.
Prospecting	Add this audience to your new or existing prospecting ad sets. These people are similar to those who have bought your products or complementary products. This audience is automatically refreshed on Snapchat with additional potential customers every 7-14 days.
Snapchat Lookalike	Add this audience to your new or existing prospecting ad sets. The Lookalike audience for Snapchat ads is a Similarity Lookalike audience that Snapchat generates using the Retargeting Boost audience as a source. Shopify Audiences automatically generates a Snapchat Similarity Lookalike audience that includes customers in the United States and Canada. This audience is managed and refreshed by Snapchat.
Existing Customers	This audience includes your existing customers located in the United States and Canada. You can use this audience in either of the following ways: Exclude existing customers from prospecting campaigns to avoid targeting existing customers and improve performance. Include existing customers in remarketing campaigns to reengage them.

TikTok audiences

For more information about using audiences with Tiktok, refer to the documentation for TikTok Ads.

Tiktok audiences types
Audience type	Description
TikTok Lookalike	Add this audience to your new or existing prospecting ad groups. The Lookalike audience for TikTok ads is a Narrow Lookalike audience that TikTok generates using a Shopify Audiences Lookalike Seed audience as a source. Shopify Audiences automatically generates a TikTok lookalike audience that includes a narrow lookalike size of TikTok users located in the United States. This audience is managed and refreshed by TikTok.
Existing Customers	This audience includes your existing customers located in the United States and Canada. You can use this audience in either of the following ways: Exclude existing customers from prospecting campaigns to avoid targeting existing customers and improve performance. Include existing customers in remarketing campaigns to reengage them.