I’m sure you’ve heard about the new Facebook/Meta feature that lets you setup new/return customer reporting splits. But have you figured out how to use it? Here’s how to get started. Where to find these settings. Log into your Meta Business Manager and go to: All Tools > Ad Account Settings > Advantage+ Shopping Campaigns This is where you can define one or more Custom Audiences to represent your existing customers. Once set up, you can then unlock existing/new customer splits when reporting on your Advantage+ campaign performance in the Ads Manager. BASIC SETUP for eCommerce Brands _____________________ The simplest way to set this up is to add your past purchasers as your data source for Existing Customers. In Ad Account Settings > Advantage+ Shopping Campaigns settings, define your Existing Customers by hitting the Create New button, and then choose Website events. Select Events > Purchase events and configure the Retention timing to be the past 180 days. That will create a dynamic audience with a rolling 180 day window that contains all the people who made purchases on your site. This informs meta who your existing customers are and automatically updates every day. ADVANCED SETUP for Brands with Configurable CAPI Connections _________________________________________ Given Purchase events aren’t the only way to define your customers, you can do more advanced setup here. For example, Popsixle customers could create the following 5 custom audiences and use them in combination. Just repeat the above process a few times, but assigning different events in each audience definition. 💥 Purchase -> website Purchases 💥 Subscribe -> subscription renewals 💥 ShopOrder -> shop orders across Meta/TikTok/Amazon/Shopify Shop App 💥 PartnerOrder -> Affiliate and influencer orders 💥 OfflineOrders -> retail, offline, draft, and customer service orders These will automatically combine and deduplicate to create a much more accurate and complete list of your past customers. (Note that these event types are sent when they are available and may not be available or relevant for all businesses.) ——————————— I want to help as many people as possible take advantage of this powerful feature. Let me know if you need help with the setup. Hat tip to Brody Karmenzind, Barry Hott, and Bram Van der Hallen for sharing about expanded capabilities that launched this week. Soon everyone will be able to add Engaged customers as well.
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