How to target specific mobile devices on facebook and instagram | entheosweb

If you’re navigating the waters of Facebook advertising, you’re likely aware of the platform’s extensive targeting capabilities available at your fingertips. However, honing the perfect advertising strategy can often seem daunting, as pinpointing the exact demographic can be challenging.

Consider this scenario as an illustration: imagine you have a product designed for iPhone users. Casting your advertising net to include those without an iPhone just squanders your marketing budget. In instances like this, it’s more strategic to tailor your audience to only those who own an iPhone or specific devices. Your best choice is to configure a specific target on the mobile devices the user is using.

How to Set up a Target on Facebook and Instagram?

1. Placements

In Ads Manager, the most precise way to aim your ads at particular devices is through the ad set configurations. To leverage this feature, begin by setting up your campaign, then move into the ad set details to tweak your placement settings.

Here’s the step-by-step guide:

  1. Start by selecting ‘Edit Placements’ within the ad set controls:
  2. After bypassing the variety of platform placement choices like Facebook, Instagram, and Audience Network, look for and click on “Show More Options.”
  3. Hover over the “Specific Mobile Devices & Operating Systems” item, which will enable an editing option.
  4. Once you engage this function, a menu will unfold, allowing you to opt for certain categories of devices, for example, “Only Android Devices”.
  5. If a particular device group is chosen, a field will be displayed where specific devices can be entered. For instance, if you start typing “Samsung Galaxy S10,” a list of available models will be presented to choose from.
  6. You have the freedom to pick multiple options from this list for Facebook ad placement targeting.

2. Behaviour Targeting

Sometimes, you may need to direct your marketing efforts towards the owner of a particular device, irrespective of whether they are actively using it at that moment or not. To achieve this, you can utilize Behavior Targeting. For example, if you type “apple” into the system, it will identify users who own an iPhone 12. You’ll find this feature in the “Detailed Targeting” section, which is located within the ad set settings.

3. Excluding Devices

Likewise, we have the capability to rule out particular devices, just as we selectively target them. Directly underneath the section where devices are included, lies a subsection dedicated to excluding devices of your choice.

To illustrate, in the scenario presented, I have configured the settings so that Facebook is aware that my advertisement should be visible on all Android Smartphones and Tablets, with the exception of some specified devices.

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4. Filtering By Operating System Type

When targeting your ad to appear on particular types of devices, like Android, you can further tailor your reach by specifying which operating system versions are compatible with your offering. This is especially useful if your product, such as a specific software, only operates on particular OS versions. Additionally, consider setting your ad to display only when users are connected to Wi-Fi if your linked content demands high-speed internet for the best viewing or usage experience.

5. Targeting by Device Availability

If you’re aiming to reach individuals who possess a certain device, regardless of whether they are using it at the time they encounter your advertisement, there’s a specific method to do so on Facebook.

Facebook offers a targeting category designated for device owners, which you can find under the “Detailed Targeting” section when setting up your ad.

Take, for instance, when you start to input “Samsung” within that field, you’ll notice options pop up that include the word “Owns”:

It’s important to mention that while we used the Samsung S10 model for precise ad placement in a previous example, this specific model may not show up in the “Owns” list. Currently, you might see “Owns: Galaxy S9+.” Nonetheless, Facebook frequently updates its targeting categories, so it’s beneficial to check back often to see the latest options available, especially if this type of targeting is a staple in your advertising strategy.

These targeting categories can also be accessed through the “Browse” feature, providing an alternative to direct keyword typing in the search bar.

6. Audience Overlap

To effectively target your ad campaigns, it’s crucial to distinguish between audiences that merely show interest in a product versus those who actually possess it. Analyzing the overlap between these groups can yield valuable insights for marketers.

To conduct such an analysis, start by segmenting your audience into two categories—owners and interested parties. Using the Audience Overlap tool can provide a clearer picture of the relationship between these segments.

Here’s how you can go about it:

  1. Navigate to the Audiences section within Ads Manager, which you can access through the drop-down menu on the top left side of Business Manager or directly within the main Ads Manager interface. Within this section, you have the ability to create and save various audience profiles and examine how they intersect.
  2. For this particular assessment, construct one audience profile comprising individuals who own a Samsung Galaxy S6. Next, construct another profile for those showing an interest in the device.

Through case study, we observe a significant discrepancy; the group identified as owners of the Galaxy S6 is much larger than those who simply indicate interest—such as through page likes—pertaining to the S6. Interestingly, there’s minimal crossover between device owners and those interested in it. While this may seem intuitive because owners have evidently moved past the stage of interest, it underscores the effectiveness of this analytical approach for dissecting interest-based audiences using direct data.


Exploring device-targeted audiences can be invaluable if you understand the profile of your likely customers. Considering implementing device targeting in your strategy? We’d love to hear from you. Drop your insights in the comments below!