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    • Best Cryptos
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      • Best Crypto Winter Tokens
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      • Best ERC20 Tokens
      • Best Future Cryptocurrency
      • Best Move to Earn Crypto
      • Best Utility Tokens
      • Best Video Game Crypto
      • Coins to Buy on the Dip
      • Fastest Growing Crypto
      • Hottest Cryptos Right Now
      • Most Promising Cryptos
      • Next Crypto to Explode
    • Invest in Crypto
      • How to Invest in Bitcoin
      • How to Invest in DeFi
      • Long Term Investments
      • Low Market Cap Cryptos
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    • Crypto Games
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    • Crypto Wallets
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      • Crypto Bank Accounts
      • How to Spend Bitcoin
      • How to Spend Ethereum
    • Bitcoin Casinos
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      • Ethereum Casinos
      • Earn Free Crypto
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        • Earn Free Bitcoin
        • Make Money With Crypto
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        • Aqru Review
        • Best Staking Coins
        • Crypto Interest Accounts
        • Crypto Lending Platforms
        • Crypto Loan Sites
        • Crypto Savings Accounts
        • Crypto Staking
        • Earn Interest on Bitcoin
        • Earn interest on Ethereum
        • Earn Interest on Stables
        • What is APY in Crypto?
        • Yield Farming Platforms
        • Yield Farming vs Staking
      • DeFi Crypto Guides
        • Best DeFi Apps
        • Best DeFi Interest Rates
        • Best DEX Coins
        • DAO Crypto Projects
        • DeFi Lending Platforms
        • DeFi Staking Platforms
        • DeFi Swap Exchange
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        • Buy Bitcoin AU
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      • Bitcoin Mining Sites
        • Best Coins to Mine
        • Ethereum Mining
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        • Financial PR Agencies
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        • Web3 Marketing
  • Cryptocurrency
    • Buy Crypto
      • Buy Bitcoin
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    • Bitcoin Price Prediction
      • ALICE Price Prediction
      • ApeCoin Price Prediction
      • Axie Infinity Prediction
      • Battle Infinity Prediction
      • Cardano Price Prediction
      • Chia Coin Price Prediction
      • DeFi Coin Price Prediction
      • Dogecoin Price Prediction
      • Dogelon Mars Prediction
      • Ethereum Price Prediction
      • Floki Inu Price Prediction
      • Hoge Coin Price Prediction
      • Kishu Inu Price Prediction
      • LBLOCK Price Prediction
      • LUNA Price Prediction
      • Pi Coin Price Prediction
      • Polygon Price Prediction
      • SafeMoon Price Prediction
      • Samoyed Coin Prediction
      • Shiba Inu Price Prediction
      • Stepn GMT Price Prediction
      • SXP Coin Price Prediction
      • VeChain Price Prediction
      • XRP Price Prediction
    • Best Altcoins
      • Buy Battle Infinity
      • Buy Bitcoin Cash
      • Buy Binance Coin
      • Buy Celo
      • Buy Cardano
      • Buy Cartesi
      • Buy Chiliz
      • Buy Cronos
      • Buy Dash
      • Buy EOS
      • Buy ENS
      • Buy Ethereum
      • Buy Ethereum Classic
      • Buy FTX Token
      • Buy HBAR
      • Buy IOST
      • Buy IOTA
      • Buy Litecoin
      • Buy Livepeer
      • Buy Loopring
      • Buy Lucky Block
      • Buy LUNA 2.0
      • Buy LUNC
      • Buy Neo
      • Buy Pitbull Coin
      • Buy Polkadot
      • Buy RadioCaca
      • Buy Solana
      • Buy Spark
      • Buy VeChain
      • Buy XRP
      • Buy ZCash
    • Best Crypto Exchanges
      • Best Altcoin Exchange
      • Best Metaverse Platforms
      • Best Crypto Apps
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      • Best P2P Exchange
      • Binance Referral Bonus
      • Binance vs Coinbase
      • Binance Review
      • Best Binance Alternatives
      • Best Coinbase Alternatives
      • Bitstamp Review
      • Bitstamp Sign Up Bonus
      • Coinbase Review
      • Coinbase Sign Up Bonus
      • Crypto.com Review
      • Crypto.com Sign Up Bonus
      • Crypto.com Visa Card
      • Crypto Credit Cards
      • Crypto Tax Software
      • Margin Trading Exchanges
      • Social Trading Platforms
    • Best Meme Coins
      • Best Dog Cryptos
      • Buy Baby Doge
      • Buy Dogecoin
      • Buy Floki Inu
      • Buy Kiba Inu
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      • Buy Tamadoge
    • Best DeFi Coins
      • Buy 1inch
      • Buy Aave
      • Buy Algorand
      • Buy Ankr
      • Buy Avalanche
      • Buy Balancer
      • Buy Bancor
      • Buy Chainlink
      • Buy Compound
      • Buy Cosmos
      • Buy Curve
      • Buy DeFi Coin
      • Buy DYDX
      • Buy Fantom
      • Buy Kyber Network
      • Buy Maker
      • Buy Polygon
      • Buy Ren
      • Buy Serum
      • Buy Storj
      • Buy Sushiswap
      • Buy Tezos
      • Buy Uniswap
    • Best Web 3.0 Coins
      • Buy Basic Attention Token
      • Buy Biconomy
      • Buy Filecoin
      • Buy Theta
  • NFTs
    • How To Buy NFTs
      • Best NFT Apps
      • Best NFT Games
      • Best NFT Giveaways
      • Best NFT Lawyers
      • Best NFT Lottery Sites
      • Best NFT Presales
      • Best NFT Staking Projects
      • Best NFT Wallets
      • Best Utility NFT Projects
      • Buy NFTs on Binance
      • How to Flip NFTs
      • Make Money With NFTs
    • Best Metaverse Coins
      • Buy ApeCoin
      • Buy Axie Infinity
      • Buy Decentraland
      • Buy DeFi Kingdoms
      • Buy Enjin
      • Buy Gala
      • Buy GMT
      • Buy Immutable X
      • Buy The Sandbox
    • NFT News
      • Celebrity Backed NFTs
      • Celebrity NFT Owners
      • Cheapest NFT Projects
      • Coolest NFT Projects
      • Most Expensive NFTs
      • New NFT Projects
      • NFT Calendar
      • NFT Horse Racing Projects
      • NFT Trading Card Games
      • Sport NFT Drops
    • Invest in the Metaverse
      • Best Metaverse Apps
      • Best Metaverse Games
      • How to Invest in NFTs
      • Metaverse Projects
      • Metaverse Real Estate
      • Real Estate Investment Club Review
      • Identity 20XY Review
      • NFT Land Projects
    • Best NFTs To Buy
      • Azuki NFTs
      • CryptoPunks NFTs
      • Lucky Block NFTs
      • PolygonPunks NFTs
      • Prime Ape Planet NFTs
      • VeeFriends NFTs
      • World of Women NFTs
    • NFT Marketplaces
      • Binance
      • Crypto.com
      • DraftKings
      • Looksrare
      • Magic Eden
      • NFT Launchpad
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      • OpenSea
      • Rarible
  • Stocks
    • Types of Stocks
      • Best Biotech Stocks
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      • Buy Adobe Stock
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      • Buy DWAC Stock
      • Buy eBay Stock
      • Buy Etsy Stock
      • Buy Ford Stock
      • Buy Gamestop Stock
      • Buy Hertz Stock
      • Buy Lockheed Martin Stock
      • Buy Matterport Stock
      • Buy Monday.com Stock
      • Buy Meta Stock
      • Buy Medifast Stock
      • Buy Netflix Stock
      • Buy Nike Stock
      • Buy Nikola Stock
      • Buy NRG Stock
      • Buy Rivian Stock
      • Buy Roblox Stock
      • Buy Pfizer Stock
      • Buy SAVA Stock
      • Buy Spotify Stock
      • Buy Tesla Stock
      • Buy Samsung Stock
      • Buy Upstart Stock
      • Buy XELA Stock
      • Buy Zoom Stock
    • Buy Stocks
      • Buy Shares UK
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      • Buy 5G Stocks
      • Buy Cannabis Stocks
      • Buy Coinbase Stocks
      • Buy Dividend Stocks
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      • Buy Oil Stocks
      • Buy Stocks on eToro
      • Buy Stocks via Credit Card
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      • Invest in Stocks
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  • Trading
    • Best Trading Platforms
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      • Capital.com Review
      • Copy Trading Platforms
      • Demo Accounts for Stocks
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      • How to Day Trade Stocks
      • How to Trade Commodities
      • How to Trade Crypto
      • How to Trade ETFs
      • How to Trade Gold
      • How to Trade NFTs
      • How to Trade Oil
      • Islamic Brokers
      • Low Margin Rate Brokers
      • Paper Trading Platforms
      • XTB Review
    • Best Forex Brokers
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      • Best Forex Brokers IN
      • Best Forex Brokers UAE
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      • Best Stock Brokers ZA
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      • Best Forex Signals
      • Best MT4 Brokers
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      • Best Scalping Brokers
      • High Leverage Brokers
      • Low Spread Forex Brokers
    • Trading Robots
      • Algorithmic Trading
      • Bitcode AI Review
      • BitiCodes Review
      • Bitindex Prime Review
      • BitIQ Review
      • BitTrader Review
      • Crypto Bank Review
      • Crypto Boom Review
      • Crypto Engine Review
      • Immediate Edge Review
      • Meta Profit Review
      • Metaverse Profit Review
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      • Oil Profit Review
      • Prime Advantage Review
      • Quantum AI Review
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      • Teslacoin Review
      • Today Profit Review
      • 7Tesler Review
    • Bitcoin Robots
      • Automated Trading
      • BitAlpha AI Review
      • Bitcoin 360 Ai Review
      • Bitcoin Blueprint Review
      • Bitcoin Circuit Review
      • Bitcoin Code Review
      • Bitcoin Digital Review
      • Bitcoin Freedom Review
      • Bitcoin Motion Review
      • Bitcoin Prime Review
      • Bitcoin Profit Review
      • Bitcoin Revolution Review
      • Bitcoin Rocket Review
      • Bitcoin Smarter Review
      • Bitcoin Up Review
      • BitcoinX Review
      • Bitprime Gold Review
      • BitProfit Review
      • Bit Index AI Review
      • British Bitcoin Profit
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Business 2 Community
  • Investing
      • Best Cryptos
      • Best Beginner Cryptos
      • Best Crypto Under $1
      • Best Crypto Winter Tokens
      • Best Emerging Cryptos
      • Best ERC20 Tokens
      • Best Future Cryptocurrency
      • Best Move to Earn Crypto
      • Best Utility Tokens
      • Best Video Game Crypto
      • Coins to Buy on the Dip
      • Fastest Growing Crypto
      • Hottest Cryptos Right Now
      • Most Promising Cryptos
      • Next Crypto to Explode
      • Invest in Crypto
      • How to Invest in Bitcoin
      • How to Invest in DeFi
      • Long Term Investments
      • Low Market Cap Cryptos
      • Most Undervalued Cryptos
      • Penny Cryptocurrencies
      • New Cryptos
      • Best Crypto ICOs
      • Best Crypto IDOs
      • Best Crypto IEOs
      • Best Crypto STOs
      • Best Crypto Crowdsales
      • Best Crypto Presales
      • Best Crypto Private Sales
      • Buying Coins Pre Launch
      • Crypto Games
      • Best Blockchain Games
      • Best GameFi Cryptos
      • Best Gaming Crypto Coins
      • Best Play to Earn Games
      • Crypto News
      • Best Crypto Reddit
      • Best Crypto Alerts Sites
      • Best Crypto Signals
      • Crypto Tiktok Trends
      • Crypto Youtube Channels
      • Twitter Crypto Trends
      • Crypto Wallets
      • Best Cardano Wallets
      • Best DeFi Wallets
      • Best Ethereum Wallets
      • Best XRP Wallets
      • Crypto Bank Accounts
      • How to Spend Bitcoin
      • How to Spend Ethereum
      • Bitcoin Casinos
      • Best Bitcoin Gambling Sites
      • Best Crypto Lotteries
      • Bitcoin Blackjack Sites
      • Bitcoin Roulette Sites
      • Bitcoin Slots Sites
      • Ethereum Casinos
      • Earn Free Crypto
      • Best Crypto Airdrops
      • Best Crypto Faucets
      • Best Crypto Giveaways
      • Earn Free Bitcoin
      • Make Money With Crypto
      • Earn Interest on Crypto
      • Aqru Review
      • Best Staking Coins
      • Crypto Interest Accounts
      • Crypto Lending Platforms
      • Crypto Loan Sites
      • Crypto Savings Accounts
      • Crypto Staking
      • Earn Interest on Bitcoin
      • Earn interest on Ethereum
      • Earn Interest on Stables
      • What is APY in Crypto?
      • Yield Farming Platforms
      • Yield Farming vs Staking
      • DeFi Crypto Guides
      • Best DeFi Apps
      • Best DeFi Interest Rates
      • Best DEX Coins
      • DAO Crypto Projects
      • DeFi Lending Platforms
      • DeFi Staking Platforms
      • DeFi Swap Exchange
      • DeFi Yield Farming
      • Worldwide Crypto Guides
      • Best Africa Crypto Projects
      • Best Asia Crypto Projects
      • Best China Crypto Projects
      • Best Dubai Crypto Projects
      • Buy Bitcoin AU
      • Buy Bitcoin CA
      • Buy Bitcoin DE
      • Buy Bitcoin SG
      • Buy Bitcoin UAE
      • Buy Bitcoin UK
      • Buy Bitcoin ZA
      • Crypto Exchanges AU
      • Crypto Exchanges CA
      • Crypto Exchanges DE
      • Crypto Exchanges SG
      • Crypto Exchanges UAE
      • Crypto Exchanges UK
      • Crypto Exchanges ZA
      • Bitcoin Mining Sites
      • Best Coins to Mine
      • Ethereum Mining
      • Litecoin Mining
      • Monero Mining
      • Crypto Marketing
      • Financial PR Agencies
      • ICO Marketing
      • Web3 Marketing
  • Cryptocurrency
      • Buy Crypto
      • Buy Bitcoin
      • Buy BTC with Apple Pay
      • Buy BTC with Credit Card
      • Buy BTC with Bank Wire
      • Buy BTC with eToro
      • Buy BTC with Paypal
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      • Bitcoin Price Prediction
      • ALICE Price Prediction
      • ApeCoin Price Prediction
      • Axie Infinity Prediction
      • Battle Infinity Prediction
      • Cardano Price Prediction
      • Chia Coin Price Prediction
      • DeFi Coin Price Prediction
      • Dogecoin Price Prediction
      • Dogelon Mars Prediction
      • Ethereum Price Prediction
      • Floki Inu Price Prediction
      • Hoge Coin Price Prediction
      • Kishu Inu Price Prediction
      • LBLOCK Price Prediction
      • LUNA Price Prediction
      • Pi Coin Price Prediction
      • Polygon Price Prediction
      • SafeMoon Price Prediction
      • Samoyed Coin Prediction
      • Shiba Inu Price Prediction
      • Stepn GMT Price Prediction
      • SXP Coin Price Prediction
      • VeChain Price Prediction
      • XRP Price Prediction
      • Best Altcoins
      • Buy Battle Infinity
      • Buy Bitcoin Cash
      • Buy Binance Coin
      • Buy Celo
      • Buy Cardano
      • Buy Cartesi
      • Buy Chiliz
      • Buy Cronos
      • Buy Dash
      • Buy EOS
      • Buy ENS
      • Buy Ethereum
      • Buy Ethereum Classic
      • Buy FTX Token
      • Buy HBAR
      • Buy IOST
      • Buy IOTA
      • Buy Litecoin
      • Buy Livepeer
      • Buy Loopring
      • Buy Lucky Block
      • Buy LUNA 2.0
      • Buy LUNC
      • Buy Neo
      • Buy Pitbull Coin
      • Buy Polkadot
      • Buy RadioCaca
      • Buy Solana
      • Buy Spark
      • Buy VeChain
      • Buy XRP
      • Buy ZCash
      • Best Crypto Exchanges
      • Best Altcoin Exchange
      • Best Metaverse Platforms
      • Best Crypto Apps
      • Best DeFi Exchange
      • Best P2P Exchange
      • Binance Referral Bonus
      • Binance vs Coinbase
      • Binance Review
      • Best Binance Alternatives
      • Best Coinbase Alternatives
      • Bitstamp Review
      • Bitstamp Sign Up Bonus
      • Coinbase Review
      • Coinbase Sign Up Bonus
      • Crypto.com Review
      • Crypto.com Sign Up Bonus
      • Crypto.com Visa Card
      • Crypto Credit Cards
      • Crypto Tax Software
      • Margin Trading Exchanges
      • Social Trading Platforms
      • Best Meme Coins
      • Best Dog Cryptos
      • Buy Baby Doge
      • Buy Dogecoin
      • Buy Floki Inu
      • Buy Kiba Inu
      • Buy Shiba Inu
      • Buy Tamadoge
      • Best DeFi Coins
      • Buy 1inch
      • Buy Aave
      • Buy Algorand
      • Buy Ankr
      • Buy Avalanche
      • Buy Balancer
      • Buy Bancor
      • Buy Chainlink
      • Buy Compound
      • Buy Cosmos
      • Buy Curve
      • Buy DeFi Coin
      • Buy DYDX
      • Buy Fantom
      • Buy Kyber Network
      • Buy Maker
      • Buy Polygon
      • Buy Ren
      • Buy Serum
      • Buy Storj
      • Buy Sushiswap
      • Buy Tezos
      • Buy Uniswap
      • Best Web 3.0 Coins
      • Buy Basic Attention Token
      • Buy Biconomy
      • Buy Filecoin
      • Buy Theta
  • NFTs
      • How To Buy NFTs
      • Best NFT Apps
      • Best NFT Games
      • Best NFT Giveaways
      • Best NFT Lawyers
      • Best NFT Lottery Sites
      • Best NFT Presales
      • Best NFT Staking Projects
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      • Buy NFTs on Binance
      • How to Flip NFTs
      • Make Money With NFTs
      • Best Metaverse Coins
      • Buy ApeCoin
      • Buy Axie Infinity
      • Buy Decentraland
      • Buy DeFi Kingdoms
      • Buy Enjin
      • Buy Gala
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      • Buy Immutable X
      • Buy The Sandbox
      • NFT News
      • Celebrity Backed NFTs
      • Celebrity NFT Owners
      • Cheapest NFT Projects
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      • Most Expensive NFTs
      • New NFT Projects
      • NFT Calendar
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      • NFT Trading Card Games
      • Sport NFT Drops
      • Invest in the Metaverse
      • Best Metaverse Apps
      • Best Metaverse Games
      • How to Invest in NFTs
      • Metaverse Projects
      • Metaverse Real Estate
      • Real Estate Investment Club Review
      • Identity 20XY Review
      • NFT Land Projects
      • Best NFTs To Buy
      • Azuki NFTs
      • CryptoPunks NFTs
      • Lucky Block NFTs
      • PolygonPunks NFTs
      • Prime Ape Planet NFTs
      • VeeFriends NFTs
      • World of Women NFTs
      • NFT Marketplaces
      • Binance
      • Crypto.com
      • DraftKings
      • Looksrare
      • Magic Eden
      • NFT Launchpad
      • NFT Music Platforms
      • OpenSea
      • Rarible
  • Stocks
      • Types of Stocks
      • Best Biotech Stocks
      • Best Bitcoin ETFs
      • Best Blockchain Stocks
      • Best Cannabis Stocks
      • Best Cheap Stocks
      • Best DeFi Stocks
      • Best Dividend Stocks
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      • Best Upcoming IPOs
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      • Buy Shares UK
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      • Buy Nio Stock
      • Buy Oil Stocks
      • Buy Stocks on eToro
      • Buy Stocks via Credit Card
      • Buy Stocks with PayPal
      • Invest in Stocks
      • Invest in NFT Stocks
    • Trading
        • Best Trading Platforms
        • Best Investment Apps
        • Capital.com Review
        • Copy Trading Platforms
        • Demo Accounts for Stocks
        • Day Trading Platforms UK
        • eToro Review
        • eToro Review UK
        • eToro Review ZA
        • How to Day Trade Stocks
        • How to Trade Commodities
        • How to Trade Crypto
        • How to Trade ETFs
        • How to Trade Gold
        • How to Trade NFTs
        • How to Trade Oil
        • Islamic Brokers
        • Low Margin Rate Brokers
        • Paper Trading Platforms
        • XTB Review
        • Best Forex Brokers
        • Best Forex Brokers AU
        • Best Forex Brokers CA
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    Digital & Social⟩Facebook

    Privacy’s Impact on Facebook Ad Targeting (+8 Tips to Succeed)

    author imageMichelle Morgan Last updated: 13 September 2021
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    Facebook has been a crazy powerful advertising platform for nearly 10 years now. It’s part of the duopoly most companies talk about, along with Google Ads, as they are the easiest platforms to get started with in advertising.

    Over the years, the targeting options have gotten super granular to help you better reach your potential customers.

    But in recent years, privacy laws and other considerations have caused Facebook’s targeting options to undergo quite a number of changes— much to Facebook’s dismay.

    news articles about facebook ad targeting impacted by iOS 14

    Namely, iOS 14’s feature where users can opt out of app tracking, and Google’s decision to eliminate third-party cookies. But there are still ways to effectively advertise on Facebook. So in that light, I’m going to

    • Go through the four core Facebook ad targeting options.
    • Discuss briefly how they work.
    • Explain how they’ll be impacted.
    • Give some tips on how to adapt.

    But first, let’s take a look at how iOS 14 and the deprecation of third-party cookies will impact Facebook ad targeting in general.

    What kind of data does Facebook ad targeting use?

    When setting up a Facebook ad campaign, you can create powerful audiences based on a number of targeting options. Data sources for these targeting options include Facebook’s user data, your own data, and third-party data.

    Facebook data

    This includes demographics, interests, behaviors, locations, and connections.

    Targeting with Facebook data is not impacted by the iOS 14 tracking opt-out feature, since this is Facebook’s first-party data that it collects on its own platform.

    Your (the advertiser’s) own data

    Your own data may include a mix of first-party or third-party data.

    This includes targeting people based on their engagement with your business through your website or app, or offline. You can also create custom and lookalike audiences once you have enough pixel data, or upload customer lists based on email addresses.

    illustration of how customer list works in facebook ad targeting

    Image source

    Website and app audiences are impacted by the iOS 14 app tracking opt-out feature since users can opt out of being tracked across the web by apps. It will also be impacted by the deprecation of cookies if your targeting relies on cookied website visitors.

    Third-party data

    It’s not clear exactly what third-party data is used for Facebook ad targeting, but Facebook says it uses “Data available from third parties to help advertisers find useful audiences to target.”

    This, of course, will be impacted by the deprecation of third-party cookies.

    Alright, let’s move on to the four main types of Facebook ad targeting options, what challenges they face due to privacy regulations, and what you can do.

    Facebook ad retargeting audiences

    Advertising isn’t always about finding new audience members. It’s equally important to reengage those who are already familiar with your brand through Facebook remarketing.

    How Facebook retargeting works

    There are quite a number of audience options to choose from with a Facebook retargeting campaign. You can retarget users who have shown interest in your business based on:

    Your own data: website or app activity, offline activity, and customer lists.

    Facebook’s data: users who have interacted with your other Facebook assets, including videos, lead forms, Instant Experiences, Events, business page, and more.

    facebook ad targeting in ios 14 privacy first world: custom audience setup in ads manager

    Privacy-first Facebook retargeting challenges

    “Your Sources” are the targeting options that are impacted the most (and most directly) by all the tracking changes we’re experiencing now.

    In any account I manage, I’m getting warnings like the one below telling me that my audience likely will not include everyone who has been to my website due to tracking data loss.

    facebook ad targeting in privacy first world: notification in ads manager about audience size decrease due to iOS 14

    That’s one issue.

    At the same time, I’m also getting this message saying that I also can’t exclude everyone I would like from my campaigns because of…you guessed it…data loss.

    audience exclusion limitation in facebook ads manager due to iOS 14

    So not only am I not able to retarget everyone who has been to my website, but I’m now also not able to exclude everyone who has made a purchase—due to privacy constraints. This is one of many challenges listed out in our post on what iOS 14 means for your Facebook ads.

    Privacy-first Facebook retargeting tips

    Here are suggestions from Facebook and from myself.

    1. Use broad targeting & audience expansion

    For Website and App activity targeting, Facebook recommends using broad targeting and targeting expansion. I have two recommendations.

    2. Upload customer lists

    Customer lists are one way to try and mitigate some of these losses, but they aren’t and have never been perfect.

    Customer lists let you upload a list of user names, emails, phone numbers, etc. into an ad platform for matching to that platform’s database. When a user is matched, they’re added to your list and you’re able to target them.

    facebook ad targeting iOS 14 privacy: customer list audience setup

    But the issue here is that not all users are able to be matched. Maybe they gave you a bogus email or simply a different one than what they signed up for Facebook with. Or they have multiple emails and Facebook isn’t aware of that.

    No matter the cause, customer uploads can be a great way to backstop the loss of cookied website visitors, but it won’t be a complete solution.

    3. Rely on Facebook sources

    The easiest way to have full tracking capabilities for your target audience is to stop relying on the cookies and uploads altogether and simply rely on the platform interactions instead.

    facebook ad targeting in iOS 14 and privacy first world: ads manager data source selection

    Anything in the second section is a Facebook-owned data source, meaning that Facebook owns that touchpoint and isn’t subject to privacy issues if they use that interaction to target someone.

    Any of the options listed in this second section are going to be a great way to reengage with your target audience on the Facebook platform, even if you’re not able to utilize your website visitors lists as effectively.

    Facebook ad targeting with lookalike audiences

    Lookalike audiences is one of our ridiculously powerful Facebook ad targeting strategies. This has long been Facebook’s bread and butter targeting option and, in my experience, tends to do pretty well for most accounts.

    How Facebook lookalike audiences work

    Rather than rely on specific behaviors or demographics, Lookalike Audiences allow you to choose a source audience (a retargeting audience) that Facebook will then analyze, categorize, and use to find users who behave similarly to the users in that list.

    facebook ad targeting in iOS 14 privacy first world: lookalike audience setup in ads manager

    While there are some Facebook Lookalke Audience best practices you can employ to ensure you’re making the most of them, there are also some considerations with the latest round of privacy changes.

    Privacy-first challenges to Facebook lookalike audiences

    Since Lookalikes are based on machine learning from retargeting audiences, those data losses will also impact your Lookalike prospecting. Lookalike effectiveness will really depend on how well you can create source audiences for Facebook to model from.

    Privacy-first tips for Facebook lookalike audiences

    My tips here are the same as for retargeting audiences.

    4. Stay away from website audiences

    It may be worth taking a step away from the “all purchasers” or “website visitors” audiences to find a new source, as those website-based audiences are likely going to be less effective than they used to be.

    5. Stick with Facebook data sources

    As I mentioned earlier, it’s going to be in your best interest to maybe shift into the Facebook data source lists as those will continue to populate and maintain their data integrity.

    Facebook ad targeting with prospecting audiences (behavior & interest)

    One of the greatest benefits of Facebook is the ability to find net-new users to engage with your brand. Facebook’s prospecting capabilities have been lightyears ahead of other platforms for quite a while now, but many of the ways they gain their insights and audience segments are changing.

    How Facebook behavior & interest audiences work

    These are generated by both on-Facebook/on-Instagram engagement as well as third-party sites around the Facebook Audience Network. These additional sites are categorized in such a way as to allow Facebook to infer your interests and behaviors based on what sites/pages you visit (which is also how you create custom audiences in Google Ads).

    These targeting options can be very powerful. For example, you can target users who are interested in finance, but not just finance in general. You can segment by users who are looking at topics related to credit cards vs insurance vs mortgages:

    facebook ad targeting in iOS 14 and privacy first world: detailed targeting options

    You can find behavior and interest targeting options by browsing their predefined lists or you can start typing into the detailed targeting search box and locate individual targeting options.

    Privacy-first challenges to Facebook behavior & interest audiences

    Considering the new privacy laws and other changes like the iOS 14.5 privacy changes, some of these targeting options are in jeopardy of changing.

    An example I used recently was relevant to this summer’s Tokyo Olympics.

    facebook ad targeting in iOS 14 and privacy first world: detailed targeting example

    As you can see above, when you search for Olympics, you are presented with lots of different interest targeting options for different years, summer vs winter, NBC, etc.

    In the future, with signal loss from third-party tracking pixels around the Facebook network, it’ll be harder for Facebook to create these segments with the same level of specificity.

    So I believe Olympics targeting will still be around, but rather than a list of years and TV network names, we may only see “Summer Olympics” and “Winter Olympics,” or maybe even just “Olympics.”

    Just like with any other list segmentation process, it’s easier to come up with lots of nuanced groups within a list if it’s a big list to begin with. The crackdown on third-party pixels essentially means Facebook will have a smaller list of signals to create new target groups from.

    Privacy-first tips for Facebook behavior & interest audiences

    There’s not a whole lot you can do for this challenge to Facebook ad targeting.

    6. Opt into tracking yourself (if you’re okay with it)

    Unfortunately, the only real action we advertisers can take to help guard against this data loss is from a consumer perspective, and that’s to opt into third-party tracking for yourself individually. This is a very small change and likely won’t make a huge impact, but that’s really our only tool.

    7. Use it while you can

    From a campaign strategy perspective, it’s likely in your best interest to take advantage of these specific targeting options now while they’re still around but prepare yourself and your clients for targeting loss in the future and start to look at other targeting options to help fill the void.

    Facebook ad targeting with prospecting audiences (demographics)

    Facebook demographic targeting is based on the information users supply to Facebook about themselves.

    How Facebook demographic targeting works

    There are two main types of demographic targeting on Facebook. The most basic option is by age and gender:

    facebook ad targeting in iOS 14 and privacy first world: demographic targeting setup

    The second demographic targeting option is found in the same Detailed Targeting box I showed from the interest and behavior targeting above. As you can see, these are much more advanced demographics:

    facebook ad targeting in iOS 14 and privacy first world: ads manager detailed demographic targeting

    Here we can target individuals based on their education level, financial or relationship status, whether their parents or not, and more.

    Privacy-first challenges to Facebook demographic targeting

    Overall, I believe these will stick around fairly well given the self-reported nature of their targeting and likely won’t be impacted unless some new take on the privacy laws are started.

    Privacy-first tips for Facebook demographic targeting

    Although these may feel like very powerful options, and they can be—in my experience, they are better focused and applied to those types of options most explored on Facebook.

    8. Target personal demographics

    What I mean by that is people are more likely to talk about getting engaged, how their kids are doing, or whether they bought a new home. You’re less likely to see something about their education level or job experience.

    For that reason, the targeting options in this section that more closely tie to someone’s personal life are usually a better bet than something outside of it.

    facebook ad targeting by demographic - examples of ways to target

    From our epic Facebook ad targeting infographic

    Privacy-first Facebook ad targeting recap

    Let’s quickly recap:

    Retargeting & lookalikes

    • Challenge: App tracking opt-out and loss of cookies will limit accuracy of app/website traffic-based audiences.
    • Tips: Try customer lists, or avoid website-traffic-based audiences and lean on Facebook sources.

    Behavior & interests

    • Challenge: Loss of third-party cookies will make detailed interest/behavior targeting less granular,
    • Tips: Take advantage of them now, opt into tracking yourself, get familiar with other targeting options.

    Demographics

    • Challenge: Not likely to be impacted due to the self-reported nature of this data.
    • Tips: Stick with the more popular demographic information people share on Facebook.

    Final notes on Facebook ad targeting with iOS and without third-party cookies

    Depending on how you’re trying to reach users on the Facebook Ads platform, you are likely going to need to be flexible in the coming months and years to the ever-changing landscape of online user privacy.

    Some of our existing options are going to be weakened or removed completely, but there will be options to help you backstop those losses and potentially test entirely new options in their place.

    Be sure you’re monitoring your targeting’s effectiveness and be ready to be flexible and adapt to what you’re seeing. The marketers who react and adapt the best during these times will invariably be the ones who come out on top.

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      This article originally appeared on WordStream and has been republished with permission.
    Find out how to syndicate your content with B2C


    author image

    Author: Michelle Morgan

    View full profile ›


    More by this author:
    • 3 Lesser-Used Facebook Ad Strategies That Can Give You a Competitive Edge
    • 7 Things You MUST Do Before Expanded Text Ads Go Away
    • 7 Cross-Channel Marketing Mistakes You Can’t Afford to Make

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