Meta Ads · Status at source date: Newsletter archive
Meta adds Customer Lifecycle Strategy at the ad-set level
Govind Singh has spotted a new Customer Lifecycle Strategy option at the ad-set level in Meta Ads. Advertisers choose between two settings: get conversions from all audiences (Meta optimises for the lowest cost per result across existing and new customers) or acquire new customers (Meta targets people who have never purchased, accepting a potentially higher cost per result to grow the customer base).
What changed
Previously, pushing the budget toward new audiences required manually excluding existing customers from the lists. The new setting gives Meta's algorithm a cleaner, more direct signal, which is useful where retargeting and prospecting budgets compete inside the same account.
Why it matters for advertisers
For you, this means e-commerce advertisers prioritising new-customer growth can signal that intent natively rather than maintaining manual exclusion lists. Worth testing the acquire-new-customers setting against your current exclusion-based setup to compare the new-customer ratio and acquisition cost.
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Original newsletter text and archive evidence
Meta adds Customer Lifecycle Strategy at the ad-set level
Govind Singh has spotted a new Customer Lifecycle Strategy option at the ad-set level in Meta Ads. Advertisers choose between two settings: get conversions from all audiences (Meta optimises for the lowest cost per result across existing and new customers) or acquire new customers (Meta targets people who have never purchased, accepting a potentially higher cost per result to grow the customer base).
Previously, pushing the budget toward new audiences required manually excluding existing customers from the lists. The new setting gives Meta's algorithm a cleaner, more direct signal, which is useful where retargeting and prospecting budgets compete inside the same account.
For you, this means e-commerce advertisers prioritising new-customer growth can signal that intent natively rather than maintaining manual exclusion lists. Worth testing the acquire-new-customers setting against your current exclusion-based setup to compare the new-customer ratio and acquisition cost.
Source captured . No explicit first-contributor label was provided for this update.
