1. Location Targeting Limitations

The location targeting option in Meta Ads is designed to reach people who:

• Live in the selected location.

• Have recently been in the selected location.

This means some users may have visited the area temporarily but do not actually reside there. Meta relies on various signals, such as device location and user behaviour, to determine a person’s location. While these signals are generally accurate, they’re not full proof, and occasional impressions outside your target location may occur.

For better control over targeting, consider using Embark Plus to refine your ad targeting and improve delivery accuracy.

2. Organic Ad Engagement

Sometimes, people outside your target audience may see your ad organically. For example:

• Ads can appear in previews for individuals connected to your business, such as followers or page likers.

• Organic engagement, like likes, comments, and shares, may extend your ad’s visibility beyond your set audience.

Rest assured, you won’t be charged for ad previews or organic interactions. Using tools like Embark Funnel can help analyse organic engagement and ensure your core audience remains the priority.

3. Broader Reach from Signals

Meta uses a variety of behavioural and location-based signals to show your ads, but these signals may not always align perfectly. Occasionally, you might receive leads or impressions from outside your selected audience. To manage this effectively, monitor ad performance and adjust settings as needed using Embark+.