This chapter is all about reaching the right audience as we all know, A great marketing campaign delivers the right message to the right people at the right time. So the first thing we're going to do is talk about how to install and track events with the facebook pixel, because that will be something you'll need later on to generate custom and lookalike audiences. We'll also talk about consumer personas and how you can work with your clients to adequately define and create a persona for their ideal target demographic. And then we'll talk a little bit about best practices for retargeting, where you can use information that you're getting from the pixel and other engagements that are happening on facebook or instagram to reach the kind of audience that would be most likely to convert with your client's brand or business. Let's dive in.