Facebook Detailed Targeting

Aug 20, 2020 | Resources

Facebook Detailed Targeting

Facebook Detailed Targeting

Facebook has a lot of detailed targeting criteria available on its advertising platform. Knowing what is available can help you create audiences that better achieve your advertising goals. Here is a list of some of the advertising criteria that will give you a good idea of what is available.

 

Detailed Targeting

  1. Demographics
    1. Education
      1. Education Level
        1. At high school
        2. At university
        3. At university (postgraduate)
        4. Doctorate degree
        5. Foundation degree
        6. High school leaver
        7. Master’s degree
        8. Professional degree
        9. Some high school
        10. Some university
        11. Some university (postgraduate)
        12. University graduate
        13. Unspecified
      2. Fields of study
      3. Schools/Universities
      4. Undergrad years
    2. Financial
      1. Income
        1. Household income: top 10% of ZIP codes (US)
        2. Household income: top 10-25% of ZIP codes (US)
        3. Household income: top 25-50% of ZIP codes (US)
        4. Household income: top 10% of ZIP codes (US)
        5. Household income: top 5% of ZIP codes (US)
    3. Life events
      1. Anniversary
        1. Anniversary within 30 days
        2.  Anniversary within 31-60 days
      2. Away from family
      3. Away from home town
      4. Date of birth
        1. Month of birth
        2. Birthday in January
        3. Birthday in February
        4. Birthday in March
        5. Birthday in April
        6. Birthday in May
        7.  Birthday in June
        8. Birthday in July
        9. Birthday in August
        10. Birthday in September
        11. Birthday in October
        12. Birthday in November
        13. Birthday in December
        14. Upcoming birthday
      5. Friends of
        1. Close friends of men with a birthday in 0-7 days
        2. Close friends of men with a birthday in 7-30 days
        3. Close friends of people with birthdays in a month
        4. Close friends of people with birthdays in a week
        5. Close friends of women with a birthday in 0-7 days
        6. Close friends of women with a birthday in 7-30 days
        7. Friends of newly engaged people
        8. Friends of newlyweds
        9. Friends of people who recently moved
      6. Long-distance relationship
      7. New job
      8. New relationship
      9. Newly engaged (1 year)
      10. Newly engaged (3 months)
      11. Newly engaged (6 months)
      12. Newlywed (1 year)
      13. Newlywed (3 months)
      14. Newlywed ( 6 months)
      15. Recently moved
    4. Parents
      1. All parents
        1. New parents (0-12 months)
        2. Parents (All)
        3. Parents with adult children (aged 18-26)
        4. Parents with pre-schoolers (3-5 years)
        5. Parents with pre-teens (aged 9-12)
        6. Parents with primary school-aged children (6-8 years)
        7. Parents with teenagers (aged 13-17)
        8. Parents with toddlers (aged 1-2)
    5. Relationship
      1. Relationship status
        1. Civil partnership
        2. Complicated
        3. Divorced
        4. Domestic partnership
        5. Engaged
        6. In a relationship
        7. Married
        8. Open relationship
        9. Separated
        10. Single
        11. Unspecified 
        12. Widowed 
    6. Work
      1. Employers
      2. Industries
        1. Administrative services
        2. Architecture and engineering
        3. Arts, entertainment, sports and media
        4. Business and finance
        5. Cleaning and maintenance services
        6. Community and social services
        7. Computation and mathematics
        8. Construction and extraction
        9. Education and libraries 
        10. Farming, fishing and forestries
        11. Food and restaurants
        12. Government employees (global)
        13. Healthcare and medical services
        14. IT and technical services
        15. Installation and repair services
        16. Legal services
        17. Life, physical and social services
        18. Management
        19. Military (global)
        20. Production
        21. Protective services
        22. Sales
        23. Transport and moving
        24. Veterans (US)
      3. Job titles
  2. Interest
    1. Business and industries
      1. Advertising
      2. Agriculture
      3. Architecture
      4. Aviation
      5. Banking
        1. Investment banking
        2. Online banking
        3. Retail banking
      6. Business 
      7. Construction
      8. Design
        1. Fashion design
        2. Graphic design
        3. Interior design
      9. Economics
      10. Engineering
      11. Entrepreneurship
      12. Healthcare
      13. Higher Education
      14. Management
      15. Marketing
      16. Nursing
      17. Online
        1. Digital marketing
        2. Display advertising
        3. Email marketing
        4. Online advertising
        5. Search engine optimization
        6. Social media
        7. Social media marketing
        8. Web design
        9. Web development
        10. Web hosting
      18. Personal finance
        1. Credit cards
        2. Insurance
        3. Investments
        4. Mortgage loans
      19. Property
      20. Retail
      21. Sales
      22. Science
      23. Small business
    2. Entertainment
      1. Films
        1. Action films
        2. Animated films
        3. Anime films
        4. Bollywood films
        5. Comedy films
        6. Documentary films
        7. Drama films
        8. Fantasy films
        9. Horror films
        10. Musical theatre
        11. Science fiction films
        12. Thriller films
      2. Games
        1. Action games
        2. Board games
        3. Browser games
        4. Card games
        5. Gambling
        6. Massively multiplayer online games
        7. Massively multiplayer online role-playing games
        8. Online games
        9. Online poker
        10. Puzzle video games
        11. Racing games
        12. Role-playing games
        13. Simulation games
        14. Sports games
        15. Strategy games
        16. Video games
        17. World games
      3. Life events
        1. Ballet 
        2. Bars
        3. Concerts
        4. Dancehalls
        5. Music festivals
        6. Nightclubs
        7. Parties
        8. Plays
        9. Theatres
      4. Music
        1. Blues music
        2. Classical music
        3. Country music
        4. Dance music
        5. Electronic music
        6. Gospel music
        7. Heavy metal music
        8. Hip hop music
        9. Jazz music
        10. Music videos
        11. Pop music
        12. Rhythm and blues music
        13. Rack music
        14. Soul music
      5. Reading
        1. Books
        2. Comics
        3. Fiction books
        4. Literature 
        5. Magazines
        6. Manga
        7. Mystery fiction
        8. Newspapers
        9. Non-fiction books
        10. Romance novels
        11. eBooks
      6. Television programme
        1. TV chat shows
        2. TV comedies
        3. TV game shows
        4. TV reality shows
    3. Family and relationships
      1. Dating
      2. Family
      3. Fatherhood
      4. Friendship
      5. Marriage
      6. Motherhood
      7. Parenting
      8. Weddings
    4. Fitness and wellness
      1. Bodybuilding
      2. Meditation
      3. Physical exercise
      4. Physical fitness
      5. Running
      6. Weight training
      7. Yoga
    5. Food and drink
      1. Alcoholic drink
        1. Beer
        2. Distilled drinks
        3. Wine
      2. Cooking
        1. Baking
        2. Recipes
      3. Cuisine
        1. Chinese cuisine
        2. French Cuisine
        3. German cuisine
        4. Greek cuisine
        5. Indian cuisine
        6. Italian cuisine
        7. Japanese cuisine
        8. Korean cuisine
        9. Latin American cuisine
        10. Mexican Cuisine
        11. Middle Eastern cuisine
        12. Spanish cuisine
        13. Thai cuisine
        14. Vietnamese cuisine
      4. Drinks
        1. Coffee
        2. Energy drinks
        3. Juice
        4. Soft drinks
        5. Tea
      5. Food
        1. Barbecue
        2. Chocolate
        3. Desserts
        4. Fast food
        5. Organic food
        6. Pizza
        7. Seafood
        8. Veganism
        9. Vegetarianism
      6. Restaurants
        1. Coffeehouses
        2. Diners
        3. Fast casual restaurants
        4. Fast food restaurants
    6. Hobbies and activities
      1. Arts and music
        1. Acting
        2. Crafts
        3. Dance
        4. Drawing
        5. Drums
        6. Fine art
        7. Guitar
        8. Painting
        9. Performing arts
        10. Photography
        11. Sculpture
        12. Singing
        13. Writing
      2. Current events
      3. Home and garden
        1. DIY
        2. Do it yourself (DIY)
        3. Furniture
        4. Gardening
        5. Home appliances
      4. Pets
        1. Birds
        2. Cats
        3. Dogs
        4. Fish
        5. Horses
        6. Pet food
        7. Rabbits
        8. Reptiles
      5. Politics and social issues
        1. Charity and causes 
        2. Community issues
        3. Environmentalism
        4. Law
        5. Politics
        6. Religion
        7. Sustainability
        8. Veterans
        9. Volunteering
      6. Travel
        1. Adventure Travel
        2. Air travel
        3. Beaches
        4. Car rentals
        5. Cruises
        6. Ecotourism
        7. Holidays
        8. Holidays
        9. Lakes
        10. Mountains
        11. Nature
        12. Theme parks
        13. Tourism
      7. Vehicles
        1. 4x4s
        2. Automobiles
        3. Boats
        4. Electric vehicles
        5. Hybrids
        6. Lorries
        7. Motorcycles
        8. Motorhomes
        9. People Carriers
        10. Scooters
    7. Shopping and fashion
      1. Beauty
        1. Beauty salons
        2. Cosmetics
        3. Fragrances
        4. Hair products
        5. Spas
        6. Tattoos
      2. Clothing
        1. Children’s clothing
        2. Mens clothing
        3. Shoes
        4. Womens clothing
      3. Fashion accessories
        1. Dresses
        2. Handbags
        3. Jewellery
        4. Sunglasses
      4. Shopping
        1. Boutiques
        2. Coupons
        3. Discount shops
        4. Luxury shops
        5. Online shops
        6. Shopping centres
      5. Toys
    8. Sports and outdoor
      1. Outdoor recreation
        1. Boating
        2. Camping
        3. Fishing
        4. Horseback riding
        5. Hunting
        6. Mountain biking
        7. Surfing
      2. Sports
        1. American football
        2. Baseball
        3. Basketball
        4. Car racing
        5. College football
        6. Football
        7. Golf
        8. Marathons
        9. Skiing
        10. Snowboarding
        11. Swimming
        12. Tennis
        13. Triathlons
        14. Volleyball
    9. Technology
      1. Computers
        1. Computer memory
        2. Computer monitors
        3. Computer processors
        4. Computer servers
        5. Desktop computers
        6. Free software
        7. Hard drives
        8. Network storage
        9. Software
        10. Tablet computers
      2. Consumer electronics
        1. Audio equipment
        2. Camcorders
        3. Cameras
        4. GPS devices
        5. Game consoles
        6. Mobile phones
        7. Portable media players
        8. Projectors
        9. Smartphones
        10. Televisions
        11. eBook readers
  3. Behaviours
    1. Anniversary
      1. Anniversary (within 61-90 days)
    2. Consumer classification
      1. Argentina
        1. People in Argentina who prefer high-value goods
        2. People in Argentina who prefer mid- and high-value goods
      2. Brazil
        1. People in Brazil who prefer high-value goods
        2. People in Brazil who prefer mid- and high-value goods
      3. Chile
        1. People in Chile who prefer high-value goods
        2. People in Chile who prefer mid- and high-value goods
      4. India
        1. People in India who prefer high-value goods
        2. People in India who prefer mid- and high-value goods
      5. Indonesia
        1. People in Indonesia who prefer high-value goods
        2. People in Indonesia who prefer mid- and high-value goods
      6. Kingdom of Saudi Arabia
        1. People who prefer high-value goods in the Kingdom of Saudi Arabia
        2. People who prefer mid- and high-value goods in the Kingdom of Saudi Arabia
      7. Malaysia
        1. People in Malaysia who prefer high-value goods
        2. People in Malaysia who prefer mid- and high-value goods
      8. Mexico
        1. People in Mexico who prefer high-value goods
        2. People in Mexico who prefer mid- and high-value goods
      9. Pakistan
        1. People in Pakistan who prefer high-value goods
        2. People in Pakistan who prefer mid- and high-value goods
      10. Philippines
        1. People who prefer high-value goods in the Philippines
        2. People who prefer mid- and high-value goods in the Philippines
      11. South Africa
        1. People in South Africa who prefer high-value goods
        2. People in South Africa who prefer mid- and high-value goods
      12. Turkey
        1. People in Turkey who prefer high-value goods
        2. People in Turkey who prefer mid- and high-value goods
      13. UAE
        1. People who prefer high-value goods in UAE
        2. People who prefer mid- and high-value goods in UAE
      14. Digital activities
        1. Canvas gaming
          1. Played Canvas games (last 14 days)
          2. Played Canvas games (last 3 days)
          3. Played Canvas games (last 7 days)
          4. Played Canvas games (yesterday)
        2. Console gamers
        3. Early technology adopters
        4. Facebook Payments users (30 days)
        5. Facebook Payments users (90 days)
        6. Facebook Payments users (higher than average spend)
        7. Facebook access: older devices and OS
      15. Facebook page admins
        1. Business Page admins
        2. Community and club Page admins
        3. Facebook Page admins
        4. Food and restaurant Page admins
        5. Health and beauty Page admins
        6. Retail Page admins
        7. Sports Page admins
        8. Travel and tourism Page admins
      16. Internet browser used
        1. Facebook access (browser): Chrome
        2. Facebook access (browser): Firefox
        3. Facebook access (browser): Internet Explorer
        4. Facebook access (browser): Microsoft Edge
        5. Facebook access (browser): Opera
        6. Facebook access (browser): Safari
      17. Operating system used
        1. Facebook access (OS): Mac OS X
        2. Facebook access (OS): Mac Sierra
        3. Facebook access (OS): Windows 10
        4. Facebook access (OS): Windows 7
        5. Facebook access (OS): Windows 8
        6. Facebook access (OS): Windows Vista
        7. Facebook access (OS): Windows XP
      18. Primary email domain
        1. AOL email users
        2. Apple email users
        3. Gmail users
        4. Hotmail users
        5. MSN.com users
        6. Yahoo email users
      19. Small business owners
    3. Ex-pats
      1. Close friends of those who live abroad
      2. Family of those who live abroad
      3. Lived in Algeria (formerly Ex-pats Algeria)
      4. Lived in Argentina (formerly Ex-pats Argentina)
      5. Lived in Australia (formerly Ex-pats Australia)
      6. Lived in Austria (formerly Ex-pats Austria)
      7. Lived in Bangladesh (formerly Ex-pats Bangladesh)
      8. Lived in Belgium (formerly Ex-pats Belgium)
      9. Lived in Brazil (formerly Ex-pats Brazil)
      10. Lived in Cameroon (formerly Ex-pats Cameroon)
      11. Lived in Canada (formerly Ex-pats Canada)
      12. Lived in Chile (formerly Ex-pats Chile)
      13. Lived in China (formerly Ex-pats China)
      14. Lived in Colombia (formerly Ex-pats Colombia)
      15. Lived in Cuba (formerly Ex-pats Cuba)
      16. Lived in Cyprus (formerly Ex-pats Cyprus)
      17. Lived in Czech Republic (formerly Ex-pats Czech Republic)
      18. Lived in Ivory Coast (formerly Ex-pats Ivory Coast)
      19. Lived in Congo (formerly Ex-pats Congo)
      20. Lived in Denmark (formerly Ex-pats Denmark)
      21. Lived in Dominican Republic (formerly Ex-pats Dominican Republic)
      22. Lived in El Salvador (formerly Ex-pats Al Salvador)
      23. Lived in Estonia (formerly Ex-pats Estonia)
      24. Lived in Ethiopia (formerly Ex-pats Ethiopia)
      25. Lived in Finland (formerly Ex-pats Finland)
      26. Lived in France (formerly Ex-pats France)
      27. Lived in Germany (formerly Ex-pats Germany)
      28. Lived in Ghana (formerly Ex-pats Ghana)
      29. Lived in Greece (formerly Ex-pats Greece)
      30. Lived in Guatemala (formerly Ex-pats Guatemala)
      31. Lived in Haiti (formerly Ex-pats Haiti)
      32. Lived in Honduras (formerly Ex-pats Honduras)
      33. Lived in Hong Kong (formerly Ex-pats Hong Kong)
      34. Lived in Hungary (formerly Ex-pats Hungary)
      35. Lived in India (formerly Ex-pats India)
      36. Lived in Indonisia (formerly Ex-pats Indonosia)
      37. Lived in Ireland (formerly Ex-pats Ireland)
      38. Lived in Israel (formerly Ex-pats Israel)
      39. Lived in Italy (formerly Ex-pats Italy)
      40. Lived in Jamaica (formerly Ex-pats Jamaica)
      41. Lived in Japan (formerly Ex-pats Japan)
      42. Lived in Jordan (formerly Ex-pats Jordan)
      43. Lived in Kenya (formerly Ex-pats Kenya)
      44. Lived in Kuwait (formerly Ex-pats Kuwait)
      45. Lived in Latvia (formerly Ex-pats Latvia)
      46. Lived in Lebanon (formerly Ex-pats Lebanon)
      47. Lived in Lithuania (formerly Ex-pats Lithuania)
      48. Lived in Luxembourg (formerly Ex-pats Luxembourg)
      49. Lived in Malaysia (formerly Ex-pats Malasia)
      50. Lived in Malta (formerly Ex-pats Malta)
      51. Lived in Mexico (formerly Ex-pats Mexico)
      52. Lived in Monaco (formerly Ex-pats Monocco)
      53. Lived in Nepal (formerly Ex-pats Nepal)
      54. Lived in New Zealand (formerly Ex-pats New Zealand)
      55. Lived in Nicaragua (formerly Ex-pats Nicaragua)
      56. Lived in Nigeria (formerly Ex-pats Nigeria)
      57. Lived in Norway (formerly Ex-pats Norway)
      58. Lived in Peru (formerly Ex-pats Peru)
      59. Lived in Philippines (formerly Ex-pats Philippines)
      60. Lived in Poland (formerly Ex-pats Poland)
      61. Lived in Portugal (formerly Ex-pats Portugal)
      62. Lived in Puerto Rico (formerly Ex-pats Puerto Rico)
      63. Lived in Qatar (formerly Ex-pats Qatar)
      64. Lived in Romania (formerly Ex-pats Romania)
      65. Lived in Russia (formerly Ex-pats Russia)
      66. Lived in Rwanda (formerly Ex-pats Rwanda)
      67. Lived in Saudi Arabia (formerly Ex-pats Saudi Arabia)
      68. Lived in Senegal (formerly Ex-pats Senagal)
      69. Lived in Serbia (formerly Ex-pats Serbia)
      70. Lived in Sierra Leone (formerly Ex-pats Siera Leone)
      71. Lived in Singapore (formerly Ex-pats Singapore)
      72. Lived in Slovakia (formerly Ex-pats Slovakia)
      73. Lived in Slovenia (formerly Ex-pats Slovenia)
      74. Lived in South Africa (formerly Ex-pats South Africa)
      75. Lived in South Korea (formerly Ex-pats South Korea)
      76. Lived in Spain (formerly Ex-pats Spain)
      77. Lived in Sri Lanka (formerly Ex-pats Sri Lanka)
      78. Lived in Sweden (formerly Ex-pats Sweden)
      79. Lived in Switzerland (formerly Ex-pats Switzerland)
      80. Lived in Tasmania (formerly Ex-pats Tazmania)
      81. Lived in Thailand (formerly Ex-pats Thailand)
      82. Lived in the UAE (formerly Ex-pats the UAE)
      83. Lived in Uganda (formerly Ex-pats Uganda)
      84. Lived in Venezuela (formerly Ex-pats Venezuela)
      85. Lived in Vietnam (formerly Ex-pats Vietnam)
      86. Lived in Zambia (formerly Ex-pats Zambia)
      87. Lived in Zimbabwe (formerly Ex-pats Zimbabwe)
      88. Lived in the Netherlands (formerly Ex-pats the Netherlands)
      89. Lived in the UK (formerly Ex-pats the UK)
      90. Lived in the United States (formerly Ex-pats the United States)
      91. Lives abroad
    4. Mobile Device Users
      1. All Mobile Devices by Brand
        1. Amazon
          1. Owns: Kindle Fire
        2. Apple
          1. Facebook access (mobile): iPad 1
          2. Facebook access (mobile): iPad 2
          3. Facebook access (mobile): iPad 3
          4. Facebook access (mobile): iPhone 4
          5. Facebook access (mobile): iPhone 4s
          6. Facebook access (mobile): iPhone 5
          7. Facebook access (mobile): iPhone 5C
          8. Facebook access (mobile): iPhone 5S
          9. Facebook access (mobile): iPhone 8
          10. Facebook access (mobile): iPhone 8 Plus
          11. Facebook access (mobile): iPhone X
          12. Facebook access (mobile): iPhone XR
          13. Facebook access (mobile): iPhone XS
          14. Facebook access (mobile): iPhone XS Max
          15. Facebook access (mobile): iPod Touch
          16. Owns: iPad 4
          17. Owns: iPad Air
          18. Owns: iPad Air 2
          19. Owns: iPad Mini 1
          20. Owns: iPad Mini 2
          21. Owns: iPad Mini 3
          22. Owns: iPhone 6
          23. Owns: iPhone 6 Plus
          24. Owns: iPhone 6S
          25. Owns: iPhone 6S Plus
          26. Owns: iPhone 7
          27. Owns: iPhone 7 Plus
          28. Owns: iPhone SE
        3. BlackBerry
          1. Curve 9220
        4. Facebook access (mobile): HTC Android mobile devices
        5. Facebook access (mobile): Motorola Android mobile devices
        6. Facebook access (mobile): Samsung Android mobile devices
        7. Facebook access (mobile): Sony Android mobile devices
        8. Facebook access (mobile): LG Android mobile devices
        9. Google
          1. Owns: Google Pixel
          2. Owns: Nexus 5
        10. HTC
          1. Owns: HTC One
        11. LG
          1. Owns: LG G2 devices
          2. Owns: LG G3
          3. Owns: LG V10
        12. Owns: Alcatel
        13. Owns: Cherry Mobile
        14. Owns: Gionee
        15. Owns: Huawei
        16. Owns: Karbonn
        17. Owns: Micromax
        18. Owns: Oppo
        19. Owns: Tecno
        20. Owns: VIVO devices
        21. Owns: Xiaomi
        22. Owns: ZTE
        23. Samsung
          1. Galaxy Note II
          2. Galaxy Tab
          3. Owns: Owns: Galaxy Grand
          4. Owns: Owns: Galaxy Grand 2
          5. Owns: Owns: Galaxy Note 3
          6. Owns: Owns: Galaxy Note 4
          7. Owns: Owns: Galaxy Note 5
          8. Owns: Owns: Galaxy Note 7
          9. Owns: Owns: Galaxy Note 8
          10. Owns: Owns: Galaxy S 4 Mini
          11. Owns: Owns: Galaxy S III Mini
          12. Owns: Owns: Galaxy S4
          13. Owns: Owns: Galaxy S5
          14. Owns: Owns: Galaxy S6
          15. Owns: Owns: Galaxy S7
          16. Owns: Owns: Galaxy S7 Edge
          17. Owns: Owns: Galaxy S8
          18. Owns: Owns: Galaxy S8+
          19. Owns: Owns: Galaxy S9
          20. Owns: Owns: Galaxy S9+
          21. Owns: Owns: Galaxy Tab 2
          22. Owns: Owns: Galaxy Tab 3
          23. Owns: Owns: Galaxy Tab 4
          24. Owns: Owns: Galaxy Tab Pro
          25. Owns: Owns: Galaxy Tab S
          26. Owns: Owns: Galaxy Y devices
        24. Sony
          1. Owns: Xperia M
          2. Owns: Xperia SL
          3. Owns: Xperia Z
          4. Owns: Xperia Z Ultra
          5. Owns: Xperia Z3
          6. Xperia T
      2. All Mobile Devices by Operating System
        1. Facebook access (mobile): Android devices
        2. Facebook access (mobile): Apple (iOS) devices
        3. Facebook access (mobile): Windows phones
      3. Android: 360 degree media not supported
      4. Android: 360 degree media supported
      5. Facebook access (mobile): all mobile devices
      6. Facebook access (mobile): feature phones
      7. Facebook access (mobile): smartphones and tablets
      8. Facebook access (mobile): tablets
      9. Network Connection
        1. Facebook access (network type): 2G
        2. Facebook access (network type): 3G
        3. Facebook access (network type): 4G
        4. Facebook access (network type): Wi-Fi
      10. New smartphone and tablet users
      11. Owns: OnePlus
    5. Mobile device user/ device use time
      1. Uses a mobile device (1-3 months)
      2. Uses a mobile device (10-12 months)
      3. Uses a mobile device (13-18 months)
      4. Uses a mobile device (19-24 months)
      5. Uses a mobile device (25 months +)
      6. Uses a mobile device (4-6 months)
      7. Uses a mobile device (7-9 months)
      8. Uses a mobile device (less than 1 month)
    6. More categories
      1. Interested in upcoming events
      2. Marketing API developers (last 90 days)
    7. Multicultural affinity
      1. African American (US)
      2. Asian-American (US)
      3. Hispanic (US – All)
      4. Hispanic (US – Bilingual)
      5. Hispanic (US – English dominant)
      6. Hispanic (US – Spanish dominant)
    8. Politics (US)
      1. Likely engagement with US political content (conservative)
      2. Likely engagement with US political content (liberal)
      3. Likely engagement with US political content (moderate)
    9. Purchase behaviour
      1. Engaged shoppers
    10. Ramadan (Month)
      1. Close friends of people engaged with Ramadan content
      2. Ramadan month (high content engagement)
      3. Ramadan month (medium content engagement)
    11. Soccer
      1. Football fans (high content engagement)
      2. Football fans (moderate content engagement)
      3. Friends of Football fans
    12. Travel
      1. Commuters
      2. Frequent international travellers
      3. Frequent travellers
      4. Returned from travelling one week ago
      5. Returned from travelling two weeks ago