The issue of reaching present prospects whenever you explicitly exclude them is a typical one.
Let’s discover what could also be occurring…
Excluded Prospects
Possibly you used an Current Buyer Funds Cap with Benefit+ Purchasing.
You set it at 10%, and your back-end information says it’s nearer to 25%. You additionally may have set it at 0%, and also you’re seeing in third-party analytics that prospects are slipping by.
Or perhaps you excluded prospects with a guide marketing campaign, utilizing a customized viewers.
But, you already know that a few of the individuals you’ve reached are present prospects.
It’s unlikely the issue is Meta exhibiting your advertisements to individuals they shouldn’t. It’s additionally tough to show, however there’s a way more cheap clarification.
Potential Explanations
The exclusion is predicated on the customized viewers or audiences that you simply outline. These audiences are removed from good.
Let’s assume that you simply used a information file customized viewers of your prospects. These are based mostly on information that your prospects present. It may very well be simply an electronic mail handle or it may embody extra info like first identify, final identify, telephone quantity, bodily handle, and extra.
That info must be matched as much as Fb customers. The match fee relies on loads of elements, nevertheless it tends to be wherever from 20 to 70%. Your prospects might present completely different electronic mail addresses when buying than they use of their profile. You additionally might have restricted information (like solely an electronic mail handle) to match.
This assumes you’ve supplied a file that features all prospects within the first place. You could possibly have supplied an incomplete checklist. If you happen to observe Meta’s guidelines for customized audiences actually, you must also take away these prospects who’ve opted out from getting your emails.
You can too use an internet site customized viewers for buy occasions. However that solely goes again 180 days and it received’t embody individuals resulting from iOS opt-outs and different points. These audiences received’t be full.
Your Objective
Your purpose ought to be to outline your prospects as precisely and completely as potential. Present all customized audiences which might be related, somewhat than leaning on one.
It can by no means be 100% full, and that creates holes. How large these holes are will probably be partly as much as you.
