Meta's Customer Lifecycle Strategy turns out to be manual audience exclusions, not AI-powered automation

Jon Loomer tested Meta's Customer Lifecycle Strategy feature, which had been circulating among advertisers with claims it was an AI-powered breakthrough for excluding existing customers. In practice, it's a manual interface for selecting custom audiences to exclude—no automated pulling from audience segments or labels, and no special data access. Loomer also noted related changes: Meta relabeled custom audience exclusions as "Legal and Operational" to distinguish them from the new Customer Lifecycle section, added an App Install Status control for app advertisers, and appears to have ended support for page-like ads on Facebook and Instagram.