Facebook Targeting Options Reference

Latest updated March 30, 2019

This reference was last updated 1st of April 2018.

Are you doing facebook marketing then you have come to the right place.

Facebook is one of the biggest social media platforms in the world. This makes facebook advertising a great starting point when you want to reach new customers.

When you set up your campaigns on Facebook you need to pick who to target with your ads.

Figuring out which of the many facebook ads targeting options to use can be difficult. And most times people only use a small part of the options.

This list will give you an overview of the targeting options.

Bookmark the post and use it as a reference when you make your ads and set up the ad targeting.

I also recommend you take a quick browse down the list and get some ideas.

For example you could target people based on the fact that they are "Close Friends of Men with a Birthday in 0-7 days". Then you could serve them ads of cool gift ideas for men.

Keep in mind to follow Facebook's Advertising Policies (

I made this list because I was looking for ideas on how to make more narrow audiences for my facebook ads targeting.

During my work, I had to constantly navigate the "Detailed Targeting" section of the audience settings to get inspiration.

To get a better overview of the many targeting options, I decided to make this comprehensive reference.

You can jump to relevant sections using the links in the table of content.





Education Level

Associate degree College grad Doctorate degree
High school grad In college In grad school
In high school Master's degree Professional degree
Some college Some grad school Some high school

Fields of Study

Here you can search the Facebook Graph.


Here you can search the Facebook Graph.

Undergrad Years

Type in your desired date range.


Baby boomers (US) Generation X Millennials


Household Composition

Family-based Households Housemate-based Households

Life Events


Anniversary in 31-60 Days Anniversary within 30 Days Away from family
Away from hometown


Birthday Month Upcoming birthday

Friends of

Close Friends of Men with a Birthday in 0-7 days Close Friends of Men with a Birthday in 7-30 days Close Friends of People with a Birthday in 0-7 days
Close Friends of People with a Birthday in 7-30 days Close Friends of Women with a Birthday in 0-7 days Close Friends of Women with a Birthday in 7-30 days
Friends of Newly Engaged Friends of Newlywed Friends of Recently Moved

Long distance relationship

New job

Newly engaged (1 year)

Newly engaged (3 months)

Newly engaged (6 months)

Newlywed (1 year)

Newlywed (3 months)

Newlywed (6 months)

Recently moved


All Parents

(0-12 months) New Parents (01-02 Years) Parents with Toddlers (03-05 Years) Parents with Preschoolers
(06-08 Years) Parents with Early School Age Children (08-12 Years) Parents with Preteens (13-18 Years) Parents with Teenagers
(18-26 Years) Parents with Adult Children Expectant parents Parents (All)

Politics (US)

Likely To Engage in Politics (Conservative) Likely To Engage in Politics (Liberal) Likely To Engage in Politics (Moderate)
US Politics (Conservative) US Politics (Liberal) US Politics (Moderate)
US Politics (Very Conservative) US Politics (Very Liberal)


Interested In

Men Men and Women Unspecified

Relationship Status

Civil Union Complicated Divorced
Domestic Partnership Engaged In a relationship
Married Open Relationship Separated
Single Unspecified Widowed



Here you can search the Facebook Graph.


Administrative Architecture and Engineering Arts, Entertainment, Sports and Media
Business and Financial Operations Cleaning and Maintenance Community and Social Services
Computer and Mathematics Construction and Extraction Education and Library
Farming, Fishing and Forestry Food Preparation and Services Government Employees
Healthcare and Medical IT and Technical Installation and Repair
Legal Life, Physical, and Social Science Management
Military Nurses Personal Care
Production Protective Service Sales
Transportation and Moving Veterans (US)

Job Titles

Here you can search the Facebook Graph.


Business and industry






Investment banking Online banking Retail banking




Fashion design Graphic design Interior design




Health care

Higher education





Digital marketing Display advertising Email marketing
Online advertising Search engine optimization Social media
Social media marketing Web design Web development
Web hosting

Personal finance

Credit cards Insurance Investment
Mortgage loans

Real estate




Small business



Action games Board games Browser games
Card games Casino games First-person shooter games
Gambling Massively multiplayer online games Massively multiplayer online role-playing games
Online games Online poker Puzzle video games
Racing games Role-playing games Shooter games
Simulation games Sports games Strategy games
Video games Word games

Live events

Ballet Bars Concerts
Dancehalls Music festivals Nightclubs
Parties Plays Theatre


Action movies Animated movies Anime movies
Bollywood movies Comedy movies Documentary movies
Drama movies Fantasy movies Horror movies
Musical theatre Science fiction movies Thriller movies


Blues music Classical music Country music
Dance music Electronic music Gospel music
Heavy metal music Hip hop music Jazz music
Music videos Pop music Rhythm and blues music
Rock music Soul music


Books Comics E-books
Fiction books Literature Magazines
Manga Mystery fiction Newspapers
Non-fiction books Romance novels


TV comedies TV game shows TV reality shows
TV talkshows

Family and relationships

Dating Family Fatherhood
Friendship Marriage Motherhood
Parenting Weddings

Fitness and wellness

Bodybuilding Dieting Gyms
Meditation Nutrition Physical exercise
Physical fitness Running Weight training
Yoga Zumba  

Food and drink

Alcoholic beverages

Beer Distilled beverage Wine


Coffee Energy drinks Juice
Soft drinks Tea


Baking Recipes


Chinese cuisine French cuisine German cuisine
Greek cuisine Indian cuisine Italian cuisine
Japanese cuisine Korean cuisine Latin American cuisine
Mexican cuisine Middle Eastern cuisine Spanish cuisine
Thai cuisine Vietnamese cuisine


Barbecue Chocolate Desserts
Fast food Organic food Pizza
Seafood Veganism Vegetarianism


Coffeehouses Diners Fast casual restaurants
Fast food restaurants

Hobbies and activities

Arts and music

Acting Crafts Dance
Drawing Drums Fine art
Guitar Painting Performing arts
Photography Sculpture Singing

Current events

Home and garden

Do it yourself (DIY) Furniture Gardening
Home Appliances Home improvement


Birds Cats Dogs
Fish Horses Pet food
Rabbits Reptiles

Politics and social issues

Charity and causes Community issues Environmentalism
Law Military Politics
Religion Sustainability Veterans


Adventure travel Air travel Beaches
Car rentals Cruises Ecotourism
Hotels Lakes Mountains
Nature Theme parks Tourism


Automobiles Boats Electric vehicle
Hybrids Minivans Motorcycles
RVs SUVs Scooters

Shopping and fashion


Beauty salons Cosmetics Fragrances
Hair products Spas Tattoos


Children's clothing Men's clothing Shoes
Women's clothing

Fashion accessories

Dresses Handbags Jewelry


Boutiques Coupons Discount stores
Luxury goods Online shopping Shopping malls


Sports and outdoors

Outdoor recreation

Boating Camping Fishing
Hiking Horseback riding Hunting
Mountain biking Surfing


American football Association football (Soccer) Auto racing
Baseball Basketball College football
Golf Marathons Skiing
Snowboarding Swimming Tennis
Triathlons Volleyball



Computer memory Computer monitors Computer processors
Computer servers Desktop computers Free software
Hard drives Network storage Software
Tablet computers

Consumer electronics

Audio equipment Camcorders Cameras
E-book readers GPS devices Game consoles
Mobile phones Portable media players Projectors
Smartphones Televisions



Anniversary in 61-90 Days

Consumer Classification


Affinity for High Value Goods - India (A+B) Affinity for Mid-High Value Goods - India

Digital activities

Console Gamers

Operating System Used

Primary OS Windows 10

Canvas Gaming

Average Engagement

Plays 0 out of 7 days
Plays 1 out of 7 days
Plays 2 out of 7 days
Plays 3 out of 7 days
Plays 4 out of 7 days
Plays 5 out of 7 days
Played game in last 14 days Played game in last 3 days
Played game in last 7 days Played game yesterday

Event creators

FB Payments (All)

FB Payments (Higher than average spend)

FB Payments (Recent)

Facebook Page Admins

Internet Browser Used

Primary Browser: Chrome Primary Browser: Edge Primary Browser: Firefox
Primary Browser: Internet Explorer Primary Browser: Opera Primary Browser: Safari

Operating System Used

Primary OS Mac OS X Primary OS Windows 7 Primary OS Windows 8
Primary OS Windows Vista Primary OS Windows XP Sierra OS Mac

Photo uploaders

Primary email domain

AOL Email Addressees Apple Email Addresses Gmail Users
Hotmail Email Addresses Email Addresses Yahoo Email Addresses

Small business owners

Technology early adopters

Technology late adopters


Close Friends of Expats Expats (All) Expats (Argentina)
Expats (Australia) Expats (Austria) Expats (Bangladesh)
Expats (Belgium) Expats (Brazil) Expats (Cameroon)
Expats (Canada) Expats (Chile) Expats (China)
Expats (Colombia) Expats (Cuba) Expats (Dominican Republic)
Expats (Egypt) Expats (El Salvador) Expats (Estonian)
Expats (Ethiopia) Expats (Finland) Expats (France)
Expats (Germany) Expats (Ghana) Expats (Greece)
Expats (Guatemala) Expats (Haiti) Expats (Honduras)
Expats (Hong Kong) Expats (Hungary) Expats (India)
Expats (Indonesia) Expats (Iran) Expats (Ireland)
Expats (Israel) Expats (Italy) Expats (Japan)
Expats (Kenya) Expats (Latvia) Expats (Malaysia)
Expats (Mexico) Expats (Morocco) Expats (Nepal)
Expats (Netherlands) Expats (New Zealand) Expats (Nigeria)
Expats (Pakistan) Expats (Pakistani) Expats (Peru)
Expats (Philippines) Expats (Poland) Expats (Portugal)
Expats (Puerto Rico) Expats (Romania) Expats (Russia)
Expats (Rwanda) Expats (Saudi Arabia) Expats (Senegal)
Expats (Serbia) Expats (Singapore) Expats (South Africa)
Expats (South Korea) Expats (Spain) Expats (Sri Lanka)
Expats (Switzerland) Expats (Turkey) Expats (UAE)
Expats (UK) Expats (US) Expats (Uganda)
Expats (United States) Expats (Venezuela) Expats (Vietnam)
Expats (Zimbabwe) Family of Expats

Mobile Device User

All Mobile Devices by Brand

Kindle Fire
iPad 1 iPad 2 iPad 3
iPad 4 iPad Air iPad Air 2
iPad Mini 1 iPad Mini 2 iPad Mini 3
iPhone 4 iPhone 4S iPhone 5
iPhone 5C iPhone 5S iPhone 6
iPhone 6 Plus iPhone 6S iPhone 6S Plus
iPhone 7 iPhone 7 Plus iPhone SE
iPod Touch
Cherry Mobile
Google Pixel Nexus 5
LG V10
Galaxy Grand Galaxy Grand 2 Galaxy Note 3
Galaxy Note 4 Galaxy Note 5 Galaxy Note 7
Galaxy S 4 Mini Galaxy S III Galaxy S III Mini
Galaxy S4 Galaxy S5 Galaxy S6
Galaxy S7 Galaxy S7 Edge Galaxy Tab 2
Galaxy Tab 3 Galaxy Tab 4 Galaxy Tab Pro
Galaxy Tab S Galaxy Y
Xperia M Xperia Z Xperia Z Ultra
Xperia Z3

All Mobile Devices by Operating System

All Android devices All iOS devices Windows Phones
All mobile devices Feature phones

Network Connection

2G Connection 3G Connection 4G Connection
WiFi Connection

New smartphone and tablet owners

Primary Android Device is Ineligible for 360 Media

Primary android device is eligible for 360 media

Smartphone Owners

Smartphones and tablets

Tablet Owners

Multicultural Affinity

African American (US) Asian American (US) Hispanic (US - All)
Hispanic (US - Bilingual) Hispanic (US - English dominant) Hispanic (US - Spanish dominant)

Seasonal and Events

Fall Football (US)

Fans of 1 or more Teams Fans of 3 or more Teams


All frequent travelers Business travelers Commuters
Currently traveling Frequent International Travelers Returned from trip 1 week ago
Returned from trip 2 weeks ago Used travel app (1 month) Used travel app (2 weeks)


I hope you found some inspiration in this list.

As mentioned before in this post keep in mind to follow Facebook's Advertising Policies (

For example do not target people and use those same targeting options in your ad copy.

Here is one example of prohibited content:

12. Personal Attributes
Ads must not contain content that asserts or implies personal attributes. This includes direct or indirect assertions or implications about a person’s race, ethnic origin, religion, beliefs, age, sexual orientation or practices, gender identity, disability, medical condition (including physical or mental health), financial status, membership in a trade union, criminal record, or name.

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About Kim Døfler

Kim helps companies get more leads using growth hacks and optimise their websites to get more conversions.

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© 2019 Kim Døfler. All rights reserved.
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