1. Make use of the data collected on Facebook Ads Manager, you can click ‘Create Audience’ to create your custom audience
2. From the filter, select event such as ‘website visitors’ to include or exclude from the criteria of your custom audience, and enter the name of the audience
3. Once ready, you can then create an ad to reach your new Custom Audience, or create a lookalike audience to find new people who share similar behaviors and interests with your existing customers.