Facebook/Instagram Target Group Estimate Not Changing

When you create a target audience for Facebook/Instagram, the size is calculated by considering three main components since Metadata is unable to get a direct estimate from the channel:

1. Targeting criteria (like age, location, interests, job titles)
2. Audiences you want to include
3. Audiences you want to exclude

How It Works:

1. If you're using targeting criteria AND included audiences:

• The system compares two numbers:
  • The size of your criteria-based audience
  • The total size of your included audiences
• It then uses the smaller of these two numbers

2. If you're using targeting criteria AND excluded audiences:

• The system takes your criteria-based audience
• Then subtracts anyone in your excluded audiences

3. If you're using ALL THREE (criteria, included, and excluded audiences):

• First, it finds the smaller number between your criteria audience and included audiences
• Then it removes anyone from your excluded audiences

After launching your experiment that is using the target group you created you may also check natively to see the final size by searching for that experiment (campaign name) and seeing if Facebook is showing the size, in most cases, Facebook still hides the estimate due to the combination of native criteria + custom lists.