Frequently asked questions about Profiler
We collected the frequently asked questions from our users and answer them as clear as possible in our FAQ.
Select Create Audience > Custom Audience > Customer File
- Email addresses
- Phone numbers
When should it be used? When the audience you want to analyze is a file containing your customers. We advise you to have a customer list of at least 2000 people before using this option (if you have a list of less than 2000 people, go to "How to use lookalike audience").
You can’t use a Custom Audience directly after connecting to Profiler. You must first create the Custom Audience, then include it into a Saved Audience (Select Create Audience > Saved Audience).
Detailed how-to: https://www.facebook.com/business/help/170456843145568
Select Create Audience > Custom Audience > Website Traffic
- All visitors
- Visitors of a specific page/section
Before doing so, you will need to implement a pixel on your website (retargeting pixel). If you don't know how to add a pixel to your website, have a look at this page: https://www.facebook.com/business/help/952192354843755.
When should it be used? Choose this option if you want to analyze all the people that visited your website or a specific page on your website.
You can’t use a Custom Audience directly. You must first create the Custom Audience, then include it into a Saved Audience (Select Create Audience > Saved Audience).
Select Create Audience > Saved Audience > Connections: Facebook Pages or Events
- Your Facebook Fans
- People that attended one of your events
When should it be used? Choose this option if you want to analyze your Facebook fans or the people that are interested in your event or attended your event.
To perform these actions, you need to be admin of the Facebook page.
Select Create Audience > Saved Audience
- Analyse any group based on Age, Location an Interests
Ex: people between 18 and 25 years old, living in the UK and interested in Coca-Cola.
- People interested in your competitors
When should it be used? When you want to create your own audience based on different filters. This option allows you to filter through all the Facebook users to achieve your desired audience. The different filters are: Demographic (age, location, gender, job,…), Behaviour (travelers, mobile devices,…) and Interests (extreme sports, Cristiano Ronaldo, Instagram, H&M,…). You have the ability to combine different filters together and even narrow or extend your audience by excluding and including demographics, behaviours and interests.
Detailed how-to: https://www.facebook.com/business/help/182371508761821.
Reference Audiences are always created with this option. Because it allows you to create a big group of people that also consists of Target Audience.
Select Create Audience > Lookalike Audience
When should it be used? Choose this option when you have a smaller client list (<2000) and you want to analyze this list. A lookalike audience is then made by Facebook by using a combination of interests and demographics that was detected in your small client base. It then creates a bigger audience that you can analyze, which is similar to your existing clients.
You first need to import the customer list with the Customer audience option (see Your Customers).
Tip! You can filter this database even more (based on gender, age, locations,...) in select Saved Audience and by adding your custom audience.
Whenever you conduct a market research or a quantitative study, it is important to compare your target audience with another group, also known as control group. This control group (aka. reference group) has to be larger and must contain your target audience, which allows us to compare both results and make sense of the data retrieved.
A simple example: You own a company and you want to analyze your customers in France. So you take your own French customers as target audience and select the French population as your reference audience. The study shows that 34% of your customers show an interest for basketball, therefore you might jump to conclusion that this is very interesting. However, if we look at the reference audience we can see that 41% of the French population also shows an interest for basketball. Suddenly basketball is much less interesting because your customers are less interested in this sport compared to the French population.
You can make your reference audience with the saved audience option. For more information, go to "How to analyze any group based on filters?"
Your Target Audience: Symbol used: Color used:
And compared it to: Symbol used: Color used:
15.8% of the people in your Target audience show an active interest in Ice Hockey.
9.1% of the people in your Reference audience show an active interest in Ice Hockey.
The ranking is automatically based on the Affinity (similar to an index). This is an absolute number that allows us to rank the different insights.Example: if you have 30% of your customer active on Instagram, you might think this is a lot. But we always compare this to a reference audience. Because, for example, if 70% of your reference audience is active on Instagram, your 30% suddenly became less interesting.
The Affinity allows us to detect the most interesting finding of you target audience and allows us to rank the different insights.
To make it easily readable for you, we translated the absolute number into 7 different symbols. Green means that the insight is overrepresenting compared to your reference. Red means that the insight is underrepresenting compared to your reference.
= between -3 and 3
= between 3 and 7
= between -3 and -7
= between 7 and 20
= between -7 and -20
= higher than 20
= lower than -20
Country music is ranked the highest and this music type could be used to attract your audience.
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