Facebook Ad Targeting Options - Full List
Note - These targeting options have changed since when we first wrote this post back before 2020. These were the old targeting options. Facebook has continually changed these and removed many of these since then. Check the Facebook Ads interface for an updated list that will likely continue to chane regularly.
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Facebook ad targeting options provide a wealth of capabilities for businesses and marketers to hone in on the ideal user persona for their campaign goals. From demographic targeting, interest targeting, behavioral and more, there are an infinite number of possibilities for showing your message in front of the ideal audience. With all of those possibilities comes a cost, and that is knowing or understanding ALL of the different Facebook ad targeting options out there when you begin your campaign. We're not going to lie, we do this all day for clients and the number of targeting options are STILL overwhelming.
Facebook Ad Targeting Options PDF
One of the biggest challenges to creating new campaigns is understanding and knowing every single targeting capability within the Facebook ads interface. Within each of the Demographic, Interest, and Behavioral targeting sections, there are literally tens of hundreds of options to choose from. And within the Facebook ads interface, you sometimes have to scroll through each one of those and "drill down" to see all the available options.
As a marketing agency doing this for multiple businesses, this is not ideal. One of our wishes was to be able to see ALL available targeting options on one page so we could more quickly determine the ideal audience targeting to choose for our clients. Sure, there are infographics and other sites that provide some targeting options, but we just wanted an easy to read text based outline of the targeting options so we could see them all on one "page".
As of this writing (January 2018), these are all the (Major) targeting options for Facebook ads. There are many "sub-interests" not listed here as they are not in the "dropdown" Facebook provides. If there are any additions/subtractions, please let us know. We hope you find this useful for your next Facebook Ads campaign planning session! Want a PDF instead? Download it below:
Facebook Ad Targeting Options PDF
Demographic, Interest & Behavior Targeting Options
Demographics
Education
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
Unspecified
Fields of Study *
Schools *
Undergrad Years
Financial
Income
$30,000-$39,999
$40,000-$49,000
$50,000-$74,999
$75,000-$99,999
$100,000-$124,999
$150,000-$249,999
$250,000-$349,999
$350,000-$499,999
Over $500,000
Net Worth
$1-$99,999
$100,000-$249,999
250,000-$499,999
$500,000-$749,999
$750,000-$999,999
$1,000,000-$1,999,999
Over $2,000,000
Liquid assets
$1-$25,000
$25,000-$49,999
$50,000-$99,999
$100,000-$249,999
$250,000-$499,999
$500,000-$999,999
$1,000,000-$1,999,999
$2,000,000-$2,999,999
Over $3,000,000
Home
Home Ownership
First time homebuyer
Homeowners
Renters
Home Type
Apartment
Condo
Home value
Less than $50,000
$50,000-$99,999
$100,000-$199,999
$200,000-$299,999
$300,000-$499,999
$500,000-$699,999
$700,000-$999,999
$1,000,000-$1,999,999
Over $2,000,000
Multi-family home
Single
Household Composition
Family-based households
Grandparents
Housemate-based households
New parents
Veterans in home
Working women
Young & hip
Young adults in home
Life Events
Anniversary
Anniversary within 30 days
Anniversary within 31-60 Days
Away from family
Away from hometown
Birthday
Birthday Month
Birthday in April
Birthday in August
Birthday in December
Birthday in February
Birthday in January
Birthday in July
Birthday in June
Birthday in March
Birthday in May
Birthday in November
Birthday in October
Birthday in September
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 Women with a Birthday in 0-7 days
Close Friends of Women with a Birthday in 7-30 days
Close friends of people with birthdays in a month
Close friends of people with birthday in a week
Friends of Recently Moved
Friends of newly engaged people
Friends of newlyweds
Long-distance relationship
New job
New relationship
Newly engaged (1 year)
Newly engaged (6 months)
Newlywed (1 year)
Newlywed (3 months)
Newlywed (6 months)
Parents
All Parents
New parents (0-12 months)
Parents (All)
Parents with preschoolers (03-05 years)
Parents with adult children (18-26 years)
Parents with early school-age children (06-08 years)
Parents with preteens (08-12 years)
Parents with teenagers (13-18 years)
Parents with toddlers (01-02 years)
Moms
Big-city moms
Corporate moms
Fit moms
Green moms
Moms of grade school kids
Moms of high school kids
Moms of preschool kids
New Moms
Soccer moms
Stay-at-home moms
Trendy moms
Politics (US)
Likely to engage with political content (conservative)
Likely to engage with political content (liberal)
Likely to engage with political content (moderate)
Self reported
Donate to conservative political causes
Donate to liberal political causes
US politics (conservative)
US politics (liberal)
US politics (moderate)
US politics (very conservative)
US politics (very liberal)
Relationship
Interested In
Men
Men and Women
Unspecified
Women
Relationship Status
Civil Union
Complicated
Divorced
Domestic Partnership
Engaged
In a relationship
Married
Open Relationship
Separated
Single
Unspecified
Widowed
Work
Employers *
Industries
Administrative Services
Architecture and Engineering
Arts, Entertainment, Sports and Media
Business and Finance
Cleaning and Social Services
Community and Social Services
Computation and Mathematics
Construction and Extraction
Education and Libraries
Farming, Fishing and Forestry
Food and Restaurants
Government Employees (Global)
Healthcare and Medical Services
IT and Technical Services
Installation and Repair Services
Legal Services
Life, Physical and Social Sciences
Management
Military (Global)
Personal Care and Home Services
Production
Protective Services
Sales
Transportation and Moving
Veterans (US)
Job Titles *
Office Type
Small business
Interests
Business and Industry
Advertising
Agriculture
Architecture
Aviation
Banking
Investment banking
Online banking
Retail banking
Business
Construction
Design
Fashion design
Graphic design
Interior design
Economics
Engineering
Entrepreneurship
Healthcare
Higher education
Management
Marketing
Nursing
Online
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
Retail
Sales
Science
Small business
Entertainment
Games
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
Movies
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
Music
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
Reading
Books
Comics
E-books
Fiction books
Literature
Magazines
Manga
Mystery Fiction
Newspapers
Non-fiction books
Romance novels
TV
TV comedies
TV game shows
TV reality shows
TV talk shows
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
Beverages
Coffee
Energy drinks
Juice
Soft drinks
Tea
Cooking
Baking
Recipes
Cuisine
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
Food
Barbecue
Chocolate
Desserts
Fast food
Organic food
Pizza
Seafood
Veganism
Vegetarianism
Restaurants
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
Writing
Current events
Home and garden
Do it yourself (DIY)
Furniture
Gardening
Home Appliances
Home Improvement
Pets
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
Volunteering
Travel
Adventure travel
Air travel
Beaches
Car rentals
Cruises
Ecotourism
Hotels
Lakes
Mountains
Nature
Theme parks
Tourism
Vacation
Vehicles
Automobiles
Boats
Electric vehicle
Hybrids
Minivans
Motocycles
RVs
SUVs
Scooters
Trucks
Shopping and fashion
Beauty
Beauty salons
Cosmetics
Fragrances
Hair products
Spas
Tattoos
Clothing
Children’s clothing
Men’s clothing
Shoes
Women’s clothing
Fashion accessories
Dresses
Handbags
Jewelry
Sunglasses
Shopping
Boutiques
Coupons
Discount stores
Luxury goods
Online shopping
Shopping malls
Toys
Sports and outdoors
Outdoor recreation
Boating
Camping
Fishing
Hiking
Horseback riding
Hunting
Mountain biking
Surfing
Sports
American football
Association football (Soccer)
Auto racing
Baseball
Basketball
College football
Golf
Marathons
Skiing
Snowboarding
Swimming
Tennis
Triathlons
Volleyball
Technology
Computers
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
Behaviors
Anniversary
Anniversary (within 61-90 days)
Automotive
Motorcycle
Purchased
New
Used
New vehicle buyers (Near market): People in households that are likely to buy a vehicle in the next 365 days.
Style
Crossover
Economy/compact
Full-size SUV
Full-size sedan
Hybrid/alternative fuel
Luxury SUV
Luxury sedan
Midsize car
Minivan
Pickup truck
Small/midsize SUV
Sports car/convertible
New vehicle shoppers (In market): People in households that are likely to buy a vehicle in the next 180 days.
Make
Acura
Audi
BMV
Buick
Cadillac
Chevrolet car
Chevrolet truck
Chrysler
Dodge RAM
Dodge car
Flat
Ford car
Ford truck
GMC
Honda
Hyundai
Infiniti
Jaguar
Jeep
Kia
Land ROver
Lexus
Lincoln
MINI
Mazda
Mercedes-Benz
Mitsubishi
Nissan
Porsche
Subaru
Toyota
Volkswagen
Volvo
New vehicle shoppers (Max in market): People in households that are likely to buy a vehicle in the next 90 days.
All
Style
Crossover Vehicle
Entry/Economy/Compact
Full-size SUV
Full-size Sedan
Hybrid/Alternative Fuel
Luxury SUV
Luxury Sedan
Midsize Car
Minivan
Pickup Truck
Small/Midsize SUV
Sports Car/Convertible
Owners: What people in household own or are likely to buy.
Aftermarket
Auto parts
Auto parts and accessories
Auto service buyer
Make
Acura
Audi
BMW
Buick
Cadillac
Chevrolet car
Chevrolet truck
Chrysler
Dodge RAM
Dodge car
Fiat
Ford car
Ford truck
GMC
Honda
Hummer
Hyundai
Infiniti
Jaguar
Jeep Kia
Land ROver
Lexus
Lincoln
MINI
Mazda
Mercedes
Mercury
Mitsubishi
Nissan
Pontiac
Porsche
Saab
Saturn
Subaru
Suzuki
Toyota
Volkswagen
Volvo
Purchased: People in the household purchased their current vehicle during this amount of time.
0-6 months ago
13-24 months ago
25-36 months ago
37-48 months ago
7-12 months ago
Over 48 months ago
Style: People in households that own this type of vehicle.
Crossover
Economy/compact
Full-size SUV
Full-size sedan
Hybrid/alternative fuel
Luxury SUV
Luxury sedan
Midsize car
Minivan
Pickup truck
Small/midsize SUV
Sports car/convertible
Vehicle age
0-1 year old
11-15 years old
16-20 years old
2 years old
3 years old
4-5 years old
6-10 years old
Over 20 years old
Vehicle Price
$20,000-$30,000
$30,000-$40,000
$50,000-$75,000
Less than $20,000
Over $75,000
Purchase type
Vehicle Price
Buy new (In market)
Buy new (Near market)
Buy new or used (In market)
Buy new or used (Near market)
Buy used (In market)
Lease (In market)
Used vehicle buyers (In market)
Style
Crossover
Economy/compact
Full-size SUV
Full-size sedan
Hybrid/alternative fuel
Luxury SUV
Luxury sedan
Midsize car
Minivan
Pickup truck
Small/midsize SUV
Sports car/convertible
B2B: Business to Business
Company size
1,000-4,999 Employees
10-49 Employees
100-499 Employees
5,000+ Employees
50-99 Employees
500-999 Employees
Less than 10 Employees
Industry
Agriculture
Business Services
Construction
Consumer Services
Cultural & Recreation
Education
Finance
Government
Healthcare
Hospitality & Travel
Insurance
Legal
Logistics & Transportation
Manufacturing
Media & Internet
Real Estate
Restaurant
Retai
Telecommunications
Wholesale Trade
Seniority: People who are in these roles.
Executive/C-Suite
Mid-Management
Charitable donations: People in households that will donate to one of these categories.
All charitable donations
Animal welfare
Arts and cultural
Cancer Causes
Environmental and wildlife
Health
Political
Veterans
Consumer Classification: Consumers in these countries and what type of goods they prefer.
Argentina
(ABC1) Prefer high value goods
(ABC1 + C2) Prefer mid-high-value goods
Brazil
(A+B) Prefer high-value goods
Chile
(A+B) Prefer mid-high-value goods
(ABC1) Prefer high-value goods
India
(A) Prefer high-value goods
(A+B) Prefer mid-high-value goods
Mexico
(AB) Prefer high-value goods
(ABC+) Prefer mid-high value goods
South Africa
(5,6,7) Prefer mid-high value goods
(8,9,10) Prefer high-value goods
Digital activities
Operating System Used
Canvas Gaming
Console gamers
Facebook Page admins
Facebook Payment users (30 days): People who have used Facebook Payments in the last 30 days
Facebook Payment users (90 days): People who have used Facebook Payments in the last 90 days
Facebook Payment users (higher than average spending)
Facebook access: older devices and OS: People who primarily access Facebook on older devices or operating systems before Windows 7, Mac OS X or Windows NT 6.2
Internet Browser Used
Facebook access (browser): Chrome
Facebook access (browser): Firefox
Facebook access (browser): Internet Explorer
Facebook access (browser): Microsoft Edge
Facebook access (browser): Opera
Facebook access (browser): Safari
Operating System Used
Facebook access (OS): Mac OS X
Facebook access (OS): Mac Sierra
Facebook access (OS): Windows 7
Facebook access (OS): Windows 8
Facebook access (OS): Windows Vista
Facebook access (OS): Windows XP
Primary email domain
AOL email users
Apple email users
Gmail users
Hotmail users
MSN.com email users
Yahoo email users
Small business owners
Technology early adopters
Expats: People living outside of their home country.
Close friend of expats
Expats (All countries)
Financial
Banking
Credit union member
Investments
Full-Service Investors
High likely investors
Independent investors
Likely investors
Personal investments
Real estate investments
Semi-independent Investors
Spending methods
1-9 Lines of Credit
Active credit card user
Any card type
Bank cards
Gas, department and retail store cards
High-end department store cards
Premium credit cards
Primarily cash
Primarily credit cards
Travel and entertainment cards
Job role
Corporate executives
Financial professionals
Media
Radio
Internet/Satellite
Television
Show Genre
Action
Adventure
Animals
Auto Racing
Auto
Baseball
Biography
Childrens
Comedy
Cooking
Docudrama
Drama
Educational
Entertainment
Health
Historical Drama
History
Home Improvement
Horror
Law
Motorsports
News
Outdoors
Public Affairs
Reality
Religious
Romance
Science Fiction
Sitcom
Sports Event
Sports Talk
Travel
Western
Viewership Habits
Heavy US TV Viewers
Light US TV Viewers
Moderate US TV Viewers
Mobile Device User
All Mobile Devices by Brand
Amazon
Owns: Kindle Fire
Apple
Facebook access (mobile): iPad 1
Facebook access (mobile): iPad 2
Facebook access (mobile): iPad 3
Facebook access (mobile): iPhone 4
Facebook access (mobile): iPhone 4S
Facebook access (mobile): iPhone 5
Facebook access (mobile): iPhone 5C
Facebook access (mobile): 5S
Facebook access (mobile): iPod Touch
Owns: iPad 4
Owns: iPad Air
Owns: iPad Air 2
Owns: iPad Mini 1
Owns: iPad Mini 2
Owns: iPad Mini 3
Owns: iPhone 6
Owns: iPhone 6 Plus
Owns: iPhone 6S
Owns: iPhone 6S Plus
Owns: iPhone 7
Owns: iPhone 7 Plus
iPhone SE
Facebook access: (mobile): HTC Android mobile devices
Facebook access: (mobile): Motorola Android mobile devices
Facebook access: (mobile): Samsung Android mobile devices
Facebook access: (mobile): Sony Android mobile devices
Facebook access: (mobile): LG Android
Gionee devices
Owns: Google Pixel
Owns: Nexus 5
HTC
Owns: HTC One
LG
Owns: LG G2 devices
Owns: LG G3
Owns: LG V10
Owns: Alcatel, Cherry Mobile, Huawei devices, Karbonn, Micromax, Tecno, Xiaomi, ZTE
Samsung
Owns: Galaxy Grand
Owns: Galaxy Grand 2
Owns: Galaxy Note 3
Owns: Galaxy Note 4
Owns: Galaxy Note 5
Owns: Galaxy Note 7
Owns: Galaxy S 4 Mini
Owns: Galaxy S III Mini
Owns: Galaxy S4
Owns: Galaxy S5
Owns: Galaxy S6
Owns: Galaxy S7
Owns: Galaxy S7 Edge
Owns: Galaxy Tab 2
Owns: Galaxy Tab 3
Owns: Galaxy Tab 4
Owns: Galaxy Tab Pro
Owns: Galaxy Tab S
Owns: Galaxy Y devices
Owns: Samsung Galaxy S III devices
Owns: Samsung galaxy S8
Sony
Owns: Xperia M
Owns: Xperia Z
Owns: Xperia Ultra
Owns: Xperia, Z3
All Mobile Devices by Operating System
Facebook access (mobile): Android devices
Facebook access (mobile): Apple (iOS) devices
Facebook access (mobile): Windows phones
Android: 360 degree media not supported
Android: 360 degree media supported
Facebook access (mobile): all mobile devices
Facebook access (mobile): feature phones
Facebook access (mobile): smartphones and tablets
Facebook access (mobile): tablets
Network Connection
Facebook access (network type): 2G
Facebook access (network type): 3G
Facebook access (network type): 4G
Facebook access (network type): WiFi
New smartphone and tablet users
Multicultural Affinity
African American (US)
Asian American (US)
Hispanic (US-All)
Hispanic (US-Bilingual)
Hispanic (US- English dominant)
Hispanic (US-Spanish dominant)
Purchase behavior
Business purchases
Business marketing
Buyer profiles
Coupon users
DIYers
Fashionistas
Foodies
Gadget enthusiast
Gamers
Green living
Healthy and fit
Outdoor enthusiasts
Shoppers
Skiing
Golfing and boating
Spa enthusiasts
Sportsmen
Trendy homemakers
Clothing
Men’s
Accessories
Big and tall apparel
Business apparel
Jeans
Men’s fashion & apparel buyers
Seasonal
Winter seasonal shoppers
Women’s
Accessories
Business apparel
Fine jewelry
Jewelry
Low-ticket apparel and accessories
Luxury brand apparel
Luxury retailers
Mid-ticket apparel and accessories
Plus sizes
Women’s shoes
Women’s fashion & apparel buyers
Young women’s apparel
Engaged Shoppers: Women who click on the Call-to-Action button “Shop Now” in the past week
Food and Drink
Alcoholic beverages
Beer
Craft beer
Domestic beer
Import beer
Light beer
Premium beer
Spirits
Wine
Bakery
Bakery products
Beverages
Bottled water
carbonated drinks
Coffee
Coffee (K-Cup)
Diet drinks
Energy drinks
Hot tea
Iced tea and lemonade
Juice
Non-dairy milk
Sports drinks
Cereal
All cereal
Children’s cereals
Fiber cereals
Hot cereals
Children’s food
Baby food and products
Children’s food
Children’s food and products
Condiments and dressings
Condiments
Salad dressings
Cooking supplies
Baking
Spices
Dairy and eggs
Cheese
Dairy free
Eggs
Milk
Yogurt
Fresh and Healthy
Fresh & healthy
Frozen food
Frozen: appetizers & snacks
Bread & dough
Breakfast
Desserts
Entrees
Ethnic foods
Fruit
Meats and seafood
Pasta
Pizza
Vegetables
Ice cream and novelties
Grocery shopper type
Premium brand groceries
Top spenders
Health food
Diet foods
Fresh produce
Low-fat foods
Natural and organics
Home Cooking & Grilling
Home cooking & grilling
Meat and seafood
Meat
Seafood
Soup
Soup
Sweets and snacks
Breakfast bars
Chocolate candy
Cookies
Crackers
Granola bars
Non-chocolate candy
Peanut butter and jelly
Salty snacks
Vegetarian
Vegetarian
Health and beauty
Allergy relief
Antiperspirants & deodorants
\Cosmetics
Cough and cold relief
Fragrance
Hair care
Health & wellness buyers
Men’s grooming
Oral care
Over-the-counter medication
Pain relief
Skin care
Sun care
Vitamins
Home and garden
Entertaining
Home improvement
Home renovation
Organization
tools
Household products
Cleaning supplies
Food storage
Green cleaners and supplies
Laundry supplies
Kids products
Baby care
Baby toys
Pet products
Cat food and products
Cat owners
Dog food and products
Dog owners
Pet products
Purchase types
Appliances & accessories
Arts and crafts
Baby products
Beauty accessories
Childrens apparel
Consumer electronics buyer
Cosmetics
Electronics
Home furnishing and accessories
Home office
Restaurant
Fine dining
Mid-range restaurants/non quick serve
Quick serve
Small and home office products
Software
Toys
Travel supplies
Upscale travel and services
Women’s apparel
Sports and outdoors
Cycling
Fishing
Fitness
Golf and tennis
Hiking and camping
Hunting
Running
Winter sports
Store types
Department stores
Discount department store
Gift shoppers
Gyms & fitness clubs
High-end retail
Low-end department store
Luxury Store
Subscription services
Auto insurance online
Mortgage online
Prepaid debit cards
Satellite TV
Technology
Kindle eReader
Use eReader
Residential profiles
Likely to move
New mover
Recent homebuyer
Recent mortgage borrower
Travel
Business travelers
Business travelers (International)
Business travelers (US)
Casino vacations
Commuters
Cruises
Family vacations
Frequent Travelers
Frequent flyers
frequent international travelers
Leisure travelers
Personal travelers (International)
Personal travelers (US)
Returned from travels 1 week ago
Returned from travels 2 weeks ago
Timeshares
More Categories: Any Facebook categories you have requested access to.
Facebook Categories
Connections
Reach people who have a specific connection to your page, app, or event.
*searchable categories