How Do You Reach Only New Customers?

Today's question is about whether to exclude existing customers from your ads when you want to acquire new ones, and how to do it. Meta retargets existing customers by default, which isn't automatically a problem because those people convert easily and keep your costs down, but it can mask real performance or lower your average order value. Jon explains why you need to confirm there's an actual problem before excluding anyone, how to use website and customer list custom audiences together since each is imperfect on its own, and why new features like customer lifecycle strategy and value rules for existing customers could change the approach entirely.

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