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Affect Performance Team
|Meta Ads|Mar 25, 2026

Uruguay audience breakdown in Meta Ads by age, gender, and key segments

Uruguay audience breakdown in Meta Ads by age, gender, and key segments

Data source for audience estimates in Uruguay

This dataset was pulled via the Meta Marketing API and may not match the reach forecast you see inside Ads Manager. The tables reflect the minimum available audience estimate for Advantage Placements, without stacking any additional targeting layers.

Use these figures for technical reach planning. They help you size the potential pool of accounts you can serve ads to, while real-world delivery will still depend on auction pressure, creative, and budget.

Table of contents

Uruguay: overall Meta Ads audience profile

Broad audience 18+ (All Broad): 2,987,300
Uruguay’s reachable Meta Ads audience in this dataset is fairly balanced by gender and concentrates in the 25–54 range. For most advertisers, this broad pool is the baseline for prospecting and for benchmarking how much incremental scale you get from adding signal audiences.

Within Broad, Engaged Shoppers is a strong intent layer and tends to get denser with age in this dataset. Frequent International Travelers is a mid-size signal layer that is most pronounced in working-age cohorts. Parents (All) is smaller overall and concentrates in mid-life cohorts. Technology Early Adopters is a narrow segment typically best used for messaging tests rather than primary scale.

Broad audience 18+ in Uruguay across Facebook and Instagram

This is the baseline reachable Facebook and Instagram audience in Uruguay for ages 18+ with Advantage Placements and no extra filters. It’s the reference point used to calculate “Share of Broad” for every other segment.

Estimating potential reach, Broad audience 18+ in Uruguay (Facebook & Instagram)

All Broad 18+ 18-24 25-34 35-44 45-54 55+ Total
Female 268,500 453,100 283,500 234,300 358,400 1,597,800
Male 230,100 424,400 263,500 203,400 268100 1,389,500
Total 498,600 877,500 547,000 437,700 626,500 2,987,300

Engaged Shoppers in Uruguay

Segment size: 1,234,700. Share of Broad: 41.33%.

Engaged Shoppers in Uruguay is a practical “purchase-adjacent” signal layer. In this dataset, it’s slightly female-skewed overall and becomes more concentrated in older cohorts, which can help when you want to bias delivery toward higher-intent users without relying on interest stacks.

Estimating potential reach, Engaged Shoppers in Uruguay (Facebook & Instagram)

Engaged Shoppers, 18+ 18-24 25-34 35-44 45-54 55+ Total
Female 87,500 192,400 143,600 117,200 186,900 727,600
Male 64,900 145,800 104,400 77,800 114200 507,100
Total 152,400 338,200 248,000 195,000 301,100 1,234,700
Share of Broad 30.57% 38.54% 45.34% 44.55% 48.06% 41.33%

Frequent International Travelers in Uruguay

Segment size: 1,092,400. Share of Broad: 36.57%.

Frequent International Travelers is a mid-size signal layer in Uruguay in this dataset and is fairly balanced by gender. It’s useful for travel and mobility categories, cross-border ecommerce, and messaging that assumes international orientation.

Estimating potential reach, Frequent International Travelers in Uruguay (Facebook & Instagram)

Frequent International Travelers, 18+ 18-24 25-34 35-44 45-54 55+ Total
Female 46,700 146,000 120,900 106,700 158,800 579,100
Male 48,500 150,200 113,200 88,000 113400 513,300
Total 95,200 296,200 234,100 194,700 272,200 1,092,400
Share of Broad 19.09% 33.75% 42.80% 44.48% 43.45% 36.57%

Parents (All) in Uruguay

Segment size: 393,100. Share of Broad: 13.16%.

Parents (All) in Uruguay is most concentrated in mid-life cohorts in this dataset. Treat it as a targeting signal, not a direct estimate of parenthood rates in the country.

Estimating potential reach, Parents (All) in Uruguay (Facebook & Instagram)

Parents (All) 18-24 25-34 35-44 45-54 55+ Total
Female 1,000 19,100 95,600 101,400 80,200 297,300
Male 1,000 2,300 30,100 36,600 25800 95,800
Total 2,000 21,400 125,700 138,000 106,000 393,100
Share of Broad 0.40% 2.44% 22.98% 31.53% 16.92% 13.16%

Technology Early Adopters in Uruguay

Segment size: 27,800. Share of Broad: 0.93%.

Technology Early Adopters in Uruguay is a narrow signal layer in this dataset. It’s typically best used for creative and positioning tests (new product drops, early access, innovation claims) rather than primary scale.

Estimating potential reach, Technology Early Adopters in Uruguay (Facebook & Instagram)

Technology Early Adopters, 18+ 18-24 25-34 35-44 45-54 55+ Total
Female 1,400 3,200 3,100 2,800 4,300 14,800
Male 1,100 3,400 2,700 2,600 3200 13,000
Total 2,500 6,600 5,800 5,400 7,500 27,800
Share of Broad 0.50% 0.75% 1.06% 1.23% 1.20% 0.93%

More Information about the Meta Ads Audience in Other Countries