What is Audience Network in Facebook Ads?

Ever wondered how your ad shows up in a random mobile app or on a website that has nothing to do with Facebook or Instagram? That’s the magic of the Facebook Audience Network.

Think of it as Facebook’s way of taking your ads on tour—beyond the main stage (Facebook and Instagram) to a bigger audience on third-party apps and websites. And yes, this can seriously stretch your ad dollars when used right.

Let’s break it down.

What exactly is the audience network?

In simple terms, the Facebook Audience Network (FAN) is a group of third-party apps and websites where Facebook can display your ads. It helps advertisers extend their campaigns beyond Facebook’s own platforms while still using the same targeting tools.

Imagine your ad popping up in a popular mobile game, a news app, or even a lifestyle blog—still targeted, still on-brand.

Its supported formats include:

• Banner ads
• Interstitials (those full-screen takeovers)
• Native ads
• Rewarded video ads (especially big in gaming apps)

Why should you care about the audience network?

Because, 

According to Meta, campaigns that use Audience Network can see up to 16% more incremental reach and improved performance across cost metrics.

Here’s why FAN is more than just extra reach:

Where will my ads actually show up?

You're not flying blind here. Facebook (well, Meta) is selective about where your ads land in the Audience Network. And while you won’t get a full list of every app or site, you do get more control than you might expect.

Here’s where your ads could appear:

Mobile Apps

These are the biggest players in the Audience Network. Expect your ads to pop up in mobile games, news apps, fitness trackers, finance tools, and even photo editing apps. Think Candy Crush, weather apps, or news readers—basically, the apps people use daily.

Partner Websites

Facebook extends ad reach to a curated list of third-party mobile-optimized websites. These sites agree to follow Meta’s advertising policies, so your brand doesn’t end up in sketchy territory.

Video Platforms

This includes both rewarded video ads (like when someone watches an ad to get extra lives in a game) and in-stream video ads (ads shown during a video, similar to YouTube’s mid-rolls). These are super engaging and great for driving video views or installs.

Native & Banner Placements

Audience Network also supports native and banner ads that blend into app content, making them less intrusive but still effective for visibility.

Want more control? You got it!

You can prevent your ads from showing up in places that don’t fit your brand by using:

• Block lists – Upload a list of specific apps or URLs where you don’t want your ads to appear.
• Category exclusions – Avoid broad types of content, like gambling, dating, or political content.
• Inventory filters – Choose whether your ads show in full, standard, or limited inventory based on content sensitivity.

You can find these controls in Ads Manager under Brand Safety settings.

How to enable (or disable) audience network 

Here's how you can make it part of your strategy—or turn it off if it doesn’t fit your goals.

1. First, log in to your Facebook Ads Manager.
2. Start creating a new campaign or edit an existing one. As you move through the setup process, you'll reach the Placements section.
3. Opt for Manual Placement. Once in Manual Placement, you'll see a list of available placements.
4. Simply check the box for Audience Network to include it in your campaign. If you don't want to use it, just uncheck the box.

Is It Actually Worth It?

Short answer: Yes—but with some nuances.

For brand awareness & mobile app installs

It’s a great option. Ads in apps and games get broad reach and fit naturally into the user experience, boosting visibility.

For mobile app Installs

Perfect for getting your app in front of users in the right context, leading to more installs.

For hyper-targeted conversions?

Not always. Some advertisers report lower click quality, especially in games or free apps where accidental taps happen.

Not seeing results?

Try narrowing placements and excluding irrelevant categories like “dating” or “download sites” to boost performance.

The Audience Network is ideal for awareness but requires fine-tuning for conversions.

Best Practices for using Facebook audience network

Let’s not just use Audience Network—let’s use it smartly. Here’s how you can get the most out of it:

1. Use mobile-friendly creatives

Most of your ads will show up on mobile devices (yep, around 95% of Facebook Audience Network ads are viewed on mobile). So, make sure your creatives are optimized for smaller screens.

It is advised to use vertical video formats for better engagement in apps and stories. Keep text short, compelling, and clear. Small screens mean quick scrolls—grab attention fast!

2. Test rewarded video ads

This is the secret sauce for ad engagement in gaming apps and other interactive platforms. When users watch a video to get something in return (extra points, content, features), it almost always leads to higher engagement rates.

Why does it work? The rewarded videos are voluntary and non-intrusive, which makes users more likely to engage.

Experts advise that you need to keep your videos 15-30 seconds long. Too short, and users might not get enough value; too long, and you risk annoying them.

3. Track your performance by placement

Facebook's Ads Manager allows you to segment your ad performance by placement. This is crucial for understanding where your money is going and what’s driving results.

Look at key metrics like CTR (Click-Through Rate) and ROAS (Return on Ad Spend) by placement to identify your high-performing spots. You might find that apps in the entertainment category deliver higher engagement than those in the finance space. Track these trends!

4. Exclude what doesn’t align

Not every placement will be right for your brand. Some apps or websites might not align with your values, audience, or the tone of your campaign. Take control!

Block categories that don’t match your brand identity.

For example, a children’s brand might want to block anything related to dating apps or adult content. Use the inventory filter to avoid sensitive content, especially if your brand needs to maintain a family-friendly image.

Common misconceptions around FB audience networks

There are a few myths out there about Facebook Audience Network. Let’s set the record straight:

“FAN is just for mobile games.”

False! While gaming apps are a big part of the Audience Network, it also includes a wide variety of mobile apps. 

You’ll see placements in:

• News apps (think BBC, CNN)
• Lifestyle apps (fitness, wellness)
• Utility apps (finance, weather)
• Productivity apps (task managers, office tools). 

So, whether you’re promoting a lifestyle brand or tech gadgets, your ads can still show up in these diverse spaces.

“You can’t control where your ad goes.”

Not true! You have plenty of control, which can actually be a game-changer.

• Blocklists: You can prevent your ads from showing in apps or websites you don’t want to be associated with.
• Category exclusions: You can keep your ads out of specific content categories, such as gambling or controversial topics.
• Track performance: Ads Manager allows you to see exactly where your ads are showing up and which placements are driving the best results.

Wrapping Up

The Audience Network is like a backstage pass for your Facebook Ads—it gets you into new venues while still keeping things targeted and efficient. It’s not a one-size-fits-all solution, but when used wisely, it can give your campaign that extra edge without breaking the budget.

Give it a try, track your results, and fine-tune your placements. More reach, less spend? Sounds like a win.

FAQs

Sources

1. Meta. Advertisers see improved campaign performance
2. Meta Business Help Center. About Audience Network
3. Meta for Developers. Rewarded Video Ads
4. Meta Ads Guide. Placement Options