Why can’t Meta do this for us?
Advertisers can break down results of sales campaigns (or at least Advantage+ Shopping Campaigns) by audience segments. This provides valuable visibility into our results.
This is incredibly powerful information, particularly for advertisers who questioned how their ads were delivered using Advantage+ Audience or even original audiences with expansion.
But, there’s a problem…
Defining Audience Segments
Advertisers first need to define engaged audience and existing customers in Advertising Settings. Until you do it, you won’t have data. And if you define them incompletely, you’ll have incomplete data.
Many advertisers simply don’t know about this — or know why and how they should define their audience segments. Until those audience segments are defined, advertisers will continue to be oblivious about what that data can do for them.
Why Can’t Meta Do It?
But I don’t understand why Meta can’t do this, at least at a basic level. Meta has your pixel and Conversions API data, so that could be the start of your engaged audience.
You also send purchase events using the pixel and API. That could be the start of your existing customers. The whole point of Purchase standard events is that Meta knows that a purchase happened. Now use that info.
You could always edit or augment these lists, but it would be nice if Meta started them for us.
It feels like an unnecessary extra step. Meta could help streamline the process.
