---
title: "Ad audiences for Meta, Google, and LinkedIn"
description: "Sync identified people or shoppers to ad platforms as hashed emails, with removals every hour and a 10% holdout to measure lift."
url: https://wholayer.com/help/ad-audiences
---

# Ad audiences for Meta, Google, and LinkedIn

> Sync identified people or shoppers to ad platforms as hashed emails, with removals every hour and a 10% holdout to measure lift.

Category: Destinations

Ad audiences send the people and shoppers WhoLayer identified to your ad accounts, so you can retarget them. They're included on **Growth** and above and use no credits. They're **coming soon**: each platform switches on once its developer app is approved, and until then it shows **coming soon, needs setup**.

## What we send
- Only SHA-256 hashes of email addresses, normalized the way each platform asks. Never names, pages, or plain emails.
- Only US people from your live sites. Sandbox data, people who opted out or asked to be deleted, your [suppression list](https://wholayer.com/help/your-suppression-list), and [wrong matches you reported](https://wholayer.com/help/report-bad-data) are never sent.

## How an audience stays current
- **Every hour** we remove anyone who opted out, asked to be deleted (including California DROP requests), is on your suppression list, or was reported as a wrong match. This also runs for paused audiences.
- **Once a day** we add new matches and remove people who weren't seen within your lookback window or no longer match your filters.
- **Delete** an audience, or **Disconnect** the platform, and we delete the audience on the platform too, which removes everyone in it.

## Who goes in
Pick identified **people** (B2B) or **shoppers** (ecommerce), then narrow it with a lookback window (1 to 180 days), a minimum ICP score, high-intent only, traffic source, and sites.

## Holdout lift
A random 10% of each audience is held out and never uploaded. The split is chosen by a hash, so a person always lands in the same group.
- **Shopper audiences:** we compare purchases within 30 days of joining the audience, uploaded versus holdout, using the orders we already read from your store's Klaviyo for Shopper ID. It only covers shoppers Shopper ID delivered, and only orders inside Shopper ID's 30-day tracking window, counted the same way for both groups. Once each group has 50 shoppers you see both purchase rates and a 95% range for the difference. It's an estimate, not a guarantee.
- **People audiences:** we don't read your conversions, so you see upload counts and each platform's own match numbers. Holdout people were never uploaded, so you can compare them in your CRM.

## Platform numbers
Each platform reports its own size or match numbers, shown on the audience. Platforms need a minimum matched size before an audience can run ads.

## Related

- [Meta Custom Audiences](https://wholayer.com/help/ad-audiences-meta.md)
- [Google Customer Match](https://wholayer.com/help/ad-audiences-google.md)
- [LinkedIn Matched Audiences](https://wholayer.com/help/ad-audiences-linkedin.md)
- [How opt-outs and suppression work](https://wholayer.com/help/how-suppression-works.md)