The indicator “Facebook Advertising Audience Age-Sex Distribution” represents the demographic composition of Facebook users segmented by age groups and gender, as estimated through Facebook’s advertising platform. This data is typically categorised into age brackets such as 18–24, 25–34, 35–44, and so on, and by gender, usually male, female, and occasionally non-binary or unspecified. These estimates are generated from a combination of user-declared information and behavioural patterns, including profile details, platform activity, and interaction histories.

The usage of this indicator spans multiple domains. For marketers and advertisers, it serves as a valuable tool for audience targeting, allowing campaigns to be tailored based on the demographic characteristics of users most likely to engage with specific content or products. Policymakers and development professionals can use the data to identify digital inclusion gaps and design outreach strategies for underrepresented demographic segments. In academic research, especially in the field of digital demography, this indicator is increasingly utilised to estimate population structures, particularly in regions with limited or outdated census data. It provides near real-time insights into demographic trends, media consumption behaviour, and socio-digital engagement. However, since the data reflects only Facebook’s active user base, it should be interpreted carefully, accounting for platform usage patterns and potential demographic biases.