How Reddit custom audiences work
Custom audiences reconnect site visitors, engagers and customers, or suppress them. This guide covers every source and the exclusion habit.
Reddit custom audiences span website retargeting via Pixel or CAPI events, engagement retargeting from ad interactions over six months, hashed customer lists, and LiveRamp third-party segments. All custom audiences support exclusion, and a dedicated API manages upload at scale.
Site retargeting#
Page visits, sign-ups, purchases, cart activity and custom events feed website audiences with a 90-day default lookback, customisable per funnel stage. Pixel plus CAPI together maximise match rate; consistent Conversion IDs keep deduplication honest. Event mapping: Pixel setup and CAPI guide.
Engagement retargeting#
Impressions, video views, clicks, likes and comments build audiences with no pixel and no uploads, covering six months of interaction. This is Reddit-native remarketing: thread engagers become the warmest prospect pool on the platform. Minimum 50 users to populate. Retarget the convinced, not the curious: cap frequency and rotate creative. Product detail: Reddit custom targeting.
Customer lists#
Hashed emails, phone numbers and mobile ad IDs upload for inclusion or suppression, with hashing before Reddit ever sees raw identifiers. Suppress converters, customers and employees everywhere prospecting runs; nothing burns trust like advertising a product to its owners. Scale upload via the Audience API, which also handles exclusions and lookalike creation.
Exclusions everywhere#
Apply customer, converter and visitor exclusions to every prospecting group as standard hygiene. Exclusion lists are living documents: sync them with CRM lifecycle stages so yesterday buyers stop seeing acquisition creative today. The discipline compounds into the account-level efficiency competitors cannot copy. Budget split: the 70-30 split.
Third-party segments#
LiveRamp brings Experian, Acxiom and similar segments for advertisers needing modelled reach beyond first-party data. Test them as expansion audiences against first-party baselines with honest CPA targets; modelled data rents relevance it cannot own. Partner index: Reddit API partners.
Putting custom audiences into practice#
This week: deploy Pixel plus CAPI with dedup, build site and engagement audiences, upload and hash customer lists, apply converter exclusions to all prospecting. Foundations first because every advanced audience inherits foundation quality. No audience strategy survives broken signal.
Review audience health monthly: sizes, match rates, CPA by source, exclusion freshness. Retire stale lists, refresh seeds, sync CRM stages. Health routine: Pixel setup and lookalikes.
Frequently asked questions#
What custom audiences does Reddit offer?
Website retargeting, engagement retargeting, customer lists, lookalikes and LiveRamp third-party segments.
How long is engagement retargeting memory?
Six months of ad interactions, with a 50-user minimum to populate.
What is the website lookback?
Ninety days by default, customisable per funnel stage.
How are customer lists protected?
Emails, phones and ad IDs are hashed before reaching Reddit.
Should converters be excluded?
Always. Suppress customers and converters from every prospecting group as standard hygiene.
What should be built first?
Pixel plus CAPI with dedup, then site, engagement and list audiences with exclusions.
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