December 2, 2020

Engagement Custom Audiences in Europe

Starting in early December, several of our Messenger and Instagram products will be unavailable for advertisers in Europe and for any campaigns globally targeting people in Europe.

Advertisers can no longer create or edit engagement Custom Audiences based on people who have messaged a Page or a professional account on Instagram. Additionally, these businesses cannot create lookalike audiences or Special Ad Audiences based on these engagement Custom Audiences.

In the API, this means these set of advertisers cannot create or edit engagement custom audiences with the following settings in their retargeting rules:

  • Page ID as object_id and page_messaged as event_name.
  • Instagram Business Profile ID as object_id and ig_user_messaged_business as event_name.

Any bundled events, like ig_business_profile_all and page_engaged, will no longer include messaging events for these specific engagement audiences.

If one of these engagement audiences is being used in an existing campaign, these advertisers will not be able to edit those campaigns or create new ad sets and the campaign will be paused. To edit existing campaigns, the specified engagement audiences must be removed.

The new rules affect businesses in all of the 30 European Economic Area (EEA) countries, which includes the 27 EU member states, Norway, Iceland, Liechtenstein, and the UK. Businesses targeting people in those countries must also comply with the changes.

For more information, see Some Messaging Campaigns and Performance Reporting Unavailable.