What is Broad targeting?

Broad targeting is running Meta ads with as few audience restrictions as possible, often only a location, so Meta's delivery system chooses who sees each ad. Meta often recommends broad audiences because they give the system more room to find lower-cost results. The main way to target broadly on Meta today is Advantage+ audience, which finds people using signals such as past conversions, Meta pixel data and interactions with previous ads.

Advantage+ audience accepts suggestions, such as an age range, gender, detailed targeting or a customer list, as a starting point it can go beyond. Hard limits on location, minimum age, language and excluded custom audiences still apply. Meta reports lower cost per result with Advantage+ audience in its own tests but does not recommend it for retargeting.