Segment export: remove customers that purchased from Facebook

It is possible to exclude a customer from the custom audience.

E.g. The customer visited the product page but has not bought anything. The customer was browsing for a while, so you added this customer to the custom audience and targeted him or her with ads. After that, the same customer converted and bought the product. Therefore not we wish to exclude this customer from the segmented audience. 

There are multiple ways on how to achieve this. Let's explore a way where you, as a user, are in control of all aspects of exclusion. We will create an exclusion list. 

 

1. Create a segment with customers that  viewed products

First, create a list of visitors you want to target: "Visitors to target". E.g. I want all customers visiting a certain category in the last 21 days. Select the attribute "Website: all products viewed" and conditions: category contains (here name of my category) and date since (here date I would like to target).

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2. Create a segment with customers that purchased product

Create an exclusion list, a new segment called "Visitors to exclude". It will contain all the people who bought something in the same category as above in the last 21 days.

 

Select the attribute "All products purchased" and conditions: category contains (here name of my category) and date since (here date I would like to target).

 

In the example below we segmented approximately 5 000 customers out of 20 000 that we wish to exclude.

 

We take the first segment and exclude all customers from the second segment, what we are left with are: all customers who were in a certain category in the last 21 days, but did not buy anything from this category. 

 

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3. Export segments to Facebook

Enable the integration with Facebook and export respective audiences

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Once you run the first load, log in to Facebook, note the Audience ID for the load of the newly created audience and insert it as the parameter in export parameters. By doing this, the destination will upload new customers always to the same audience, rather than creating a new one with each run.

4. Check in Facebook

 

Go to Facebook, select the adset you would like to serve and in the targeting set: Target all customers from Custom Audience called "Visitors to target" and at the same time exclude all customers in custom audience called "Visitors to exclude".

5. Keep it up to date

By scheduling these two segments to export to Facebook every hour or two, you can be sure that once the customer buys a product from the monitored category, you will exclude him automatically from the adset and he or she will not see the ad.

Warning: Names of the attributes can vary from client to client, therefore if in doubt, please contact the Meiro team.