What Is A Website Custom Audience?
A Website Custom Audience (WCA) is an audience segment created within digital advertising platforms to target users who have previously visited a specific website or webpage. This audience is generated by tracking users' interactions on a website, allowing advertisers to retarget these users with customized ads based on their browsing behavior and engagement.

How It Works:
By using tracking pixels or cookies, advertisers collect data on users who visit their website. This information is then used to create a custom audience segment, enabling targeted advertising that appeals directly to users' interests or actions on the site.

Advertising Impact:
Website Custom Audiences allow advertisers to re-engage potential customers by displaying ads specifically tailored to their previous browsing activity. This targeted approach increases the chances of conversion by reminding users of products or services they showed interest in but did not immediately purchase.

Example:
An online electronics retailer builds a Website Custom Audience of users who visited their laptop product pages without completing a purchase. They launch a retargeting campaign on Meta, featuring special offers on laptops, encouraging these users to return and complete their purchase.