Meta now automatically excludes existing customers from new-customer acquisition campaigns
TLDR
Meta's Customer Lifecycle Strategy now automatically excludes users who've converted in the past 730 days when advertisers select new-customer acquisition, removing the need for manual custom audience exclusions.
Jon Loomer reports that Meta has updated Customer Lifecycle Strategy to automatically exclude existing customers based on conversion data rather than requiring advertisers to manually define custom audiences. The feature defaults to a 730-day lookback window but allows selection from five retention options (30, 60, 90, 180, or 730 days), excluding users who have fired a purchase conversion event. Loomer notes the update reinforces that Meta already possesses customer data and emphasizes the importance of accurate event tracking; he also flags limitations—automatic exclusions cannot be disabled, and the retention windows don't match the flexibility available when creating custom audiences manually.