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Facebook Ads – audience exclusions
Posted by on August 8, 2020 at 2:56 amI realize this may be a dumb question but I’m fairly new to digital advertising. In Facebook, I have the following audiences/funnel stages: site visitors, lead submitters, add to carts, initiate checkouts, and purchasers.
I know that each audience should exclude the lower funnel audiences, which makes sense. But for some reason it trips me up whether the higher funnel ones do.
For example: in an initiate checkout audience, I’m excluding purchase. But do I also exclude add to cart, lead submitter, and so on?
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2 Replies
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If I’m understanding your funnel correctly, yes. Every stage should exclude every other stage. If you don’t, you will see people in mid-funnel receiving top funnel ad impressions as well (when they’ve already advanced down the funnel). It probably won’t hurt, but it will bring down your cost efficiency if you don’t use proper exclusions.
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In most cases you need to add to cart before you can initiate a checkout. Excluding add to carts from your initiate checkout audience will most likely make your audienze size 0.
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