An "In-Market" audience refers to candidates who have actively researched buying or starting a business in the previous 30 days. This is your Total Addressable Market (TAM). These are not leads yet, but potential candidates showing interest.

An Engaged Candidate is anyone who has visited one or more Franchise Development sites.

Individuals listed in your Engaged Audience dashboard are those Engaged Candidates who have visited your franchise development website.

To show in your Engaged Audience dashboard, candidates do not need to be targeted by one of your ad campaigns. It will include anyone who has visited your Fran Dev website.

You will receive real-time alerts when these candidates visit your Franchise Development website.

This is the ideal stage to begin your sales process. Depending on visit volume and frequency, these visitors may qualify as leads.

A Custom Audience is a targeted advertising segment created by an advertiser using their own data sources. This allows advertisers to reach specific groups of users who have already interacted with their business or are part of a defined customer list. Custom Audiences are widely used in digital advertising platforms such as Facebook Ads, Google Ads, and others.

Data sources for Custom Audiences can include website visitors, app users, email subscribers, or customer lists (such as email addresses or phone numbers).

Utilizing Custom Audiences enables advertisers to re-engage existing customers, upsell, cross-sell, or exclude current customers from certain campaigns.

Data is typically hashed and anonymized to protect user privacy.

Here is an example:

A retailer uploads a list of past purchasers’ email addresses to a platform like Facebook Ads to show them a new product promotion.

You can find more information on Audience Targeting in the Franchise Education Center.

A Licensed Custom Audience refers to a custom audience segment that is created using third-party data, which has been legally obtained and licensed for advertising purposes. This is distinct from standard custom audiences, which use first-party data owned by the advertiser.

Data sources for Licensed Custom Audiences are sourced from data providers or brokers who collect and license audience segments (e.g., demographic, behavioral, or interest-based data).

Licensed Custom Audiences must comply with data privacy laws and platform policies, ensuring that the data is collected and shared with proper user consent.

Licensed Custom Audiences allow advertisers to target new potential customers who fit specific criteria but are not already in their own customer database.

Here is an example:

A car dealership uses a licensed custom audience from a data provider to target people in their area who are in-market for a new vehicle, even if those people have never interacted with the dealership before.

You can find more information on Audience Targeting in the Franchise Education Center.

Custom Audiences use your own customer data (like emails or website visitors) for ad targeting and retargeting.

Licensed Custom Audiences, on the other hand, are pre-built audience segments sourced from third-party data providers, allowing you to reach new, privacy-compliant groups you don’t already have data for.

You can find more information on Audience Targeting in the Franchise Education Center.

Traffic ads should always be used with Franchise Ninja because we capture data based on how prospects engage with your website. Using Meta Lead Generation ads will not be effective with Franchise Ninja because they prompt the user to fill out a form directly within Facebook without engaging with your website.

Yes. You’ll need to set a budget for the ads you run to target the individuals in your In-Market campaign audience.

Yes! You should set a budget between $1,500 and $2,000 for each 35,000 credit campaign on Franchise Ninja. Do not combine your Franchise Ninja campaigns with other existing campaigns.