To precisely target individuals who have recently viewed a specific product category on a website but have not yet added to cart, what two specific Meta Pixel events are crucial to include and exclude when building a Custom Audience?

To precisely target individuals who have recently viewed a specific product category on a website but have not yet added to cart using Meta Pixel Custom Audiences, two specific Meta Pixel events are crucial. A Meta Pixel is a piece of code placed on a website that tracks user actions and sends data to Meta for advertising purposes. A Custom Audience is an ad targeting option on Meta platforms that allows advertisers to target people who have previously interacted with their business, such as website visitors.

The first crucial event to *includewhen building this Custom Audience is the `ViewContent` event. This is a standard Meta Pixel event that fires when a user lands on a specific product or service page. To identify users who viewed a *specific product category*, the `ViewContent` event implementation must pass relevant parameters, such as `content_category` (for example, "Electronics" or "Sportswear") or by filtering `content_ids` that belong to the desired category. This allows Meta to understand exactly which product pages a user viewed within that specific category, forming the basis of the inclusion criteria for the Custom Audience.

The second crucial event to *excludeis the `AddToCart` event. This is another standard Meta Pixel event that is triggered when a user adds an item to their shopping cart on the website. By excluding individuals who have triggered the `AddToCart` event, the Custom Audience precisely filters out those who have moved beyond simply viewing a product category and have taken the next step towards a purchase. Therefore, the Custom Audience is constructed by including people who performed the `ViewContent` event for the specific product category, and then excluding people who performed the `AddToCart` event.