Use Custom Audience to scale your marketing effort

As a marketer, you may have run Ad campaigns while focusing on top-of-the-funnel audience data. Ad campaigns are usually split into top and bottom-funnel audience data – with the bottom funnel being used to retarget users who abandoned the cart in the past 14-21 days.

However, sometimes mid-funnel audience data can be overlooked, but that’s where you can draw effective inferences from data. While this audience may have shown an interest in your product, i.e., viewed the product – they are yet to convert as a customer. 


The Importance of Mid-funnel Marketing

The middle of the funnel doesn’t always seem like a valuable place to spend time, especially for those who are new to the marketing funnel concept. Without a strategy for middle-of-funnel marketing, your leads can quickly lose interest in your brand and move on. The middle of the funnel takes all the interest you have gathered from the top of the funnel marketing and filters through to find the best, highest-quality leads to move through the process to the bottom of the funnel.  

Most often than not, they consist of audiences who have shown some interest in your product i.e., viewed the product a couple of times but are yet to convert as a customer. It could be users who have added to the cart, saw an Ad about your sale but failed to make a purchase a few weeks or months ago.

You certainly do not want to miss segmenting this section of the audience that is likely to convert. They are the users who clicked your ads, came to your website, and tried to understand the products you offer.  

How can First-party data help?

Today, few brands collect user data, and this is also primarily because they do not know how to activate or re-engage with them. Understanding your mid-funnel audience data can help brands create effective targeting strategies and have a more holistic view of who has been browsing on a page, but not purchased. These audiences can be created as ‘Custom Audiences’ on the Ad platform and be prepped for activation.

‘Custom Audience’ is a solution that helps marketers categorize and target users by creating segments based on various characteristics, for instance – demographics, user behavior, action points.

First-party data enablers help collect PII data across identity resolution parameters. This data can be collected and transferred seamlessly to your Ads manager using Conversions API.

First Party Data is the data you collect from your customers or users with their consent. It can be collected from various sources.

A few of them include:

  • When a user visits your website (anonymous and known users)
  • A visit to your offline store
  • Fill out a form or a survey (online or offline)
  • Subscribe via email

Wondering how an anonymous website user gives you data?


Enabling first party data improves Ad signal resistance, allowing you to target high-value users via multiple channels that help drive engagement and purchases. Having uninterrupted access to first party data improves your ability to target and personalize your Ads to customers. 

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