Audience size limits
The maximum and minimum audience sizes Primer enforces, and how to split an audience that's too large.
Maximum size
A regular audience is capped at 3,000,000 records. If your filters estimate more than that, Primer cuts the audience off at the maximum and shows a message on the estimate.
Exclusion audiences have a much higher cap of 50,000,000 records, because they're used to remove people from targeting rather than to target them.
Minimum size per destination
Each ad destination needs a minimum estimated audience size before you can sync to it. If your audience is below the minimum, Primer shows: "Recommended audience size for {destination} is >{n} records. Adjust your filters."
100
Meta
100
300
1,000
DV360
1,000
Microsoft
300
Matching drops records the platform can't identify, so the delivered audience is smaller than your estimate. A few destinations also enforce a minimum on the matched count — Meta needs at least 1,500 matched records to deliver. Aim comfortably above the minimum so you clear it after matching. See Match rates for how much shrinkage to expect.
How many audiences you can have active
Separate from how big an audience can be, your plan limits how many audiences you can have active at once — see Active audience slots.