New vs Existing Meta Audiences | FB Ads Audience Segment Breakdowns

Ad Spend Secrets: eCommerce Marketing Strategies

If you run an ecommerce or Shopify store and you’re using Facebook ads - you might not actually be getting “new customers”.
Instead, you could just be reaching the same people over and over again.
In this episode of Ad Spend Secrets, Luke Smith (founder of Simply Converting) reveals the often-overlooked settings in Meta that shows you EXACTLY who your ads are reaching.
Luke breaks down how to set up proper audience segmentation to track whether your ad spend is effectively reaching new customers - or just recycling through your existing customer base at increasingly higher frequencies.
He also shares insights on how ecommerce email campaigns can affect your Facebook ads metrics and potentially mask your true customer acquisition costs.
Key moments:
00:01:25 How to access advertiser settings for segments
00:02:00 Define existing customer audiences using data
00:03:35 Track spend distribution across audience segments
00:04:30 Email campaigns affect Facebook purchase costs
00:05:45 Understanding attribution windows impact
00:07:00 View vs click attribution differences
00:08:15 Importance of shortening purchase windows
Whether you're struggling to expand beyond friends and family or looking to scale efficiently to new audiences…
This episode provides the exact steps to understand and optimise your Meta ads for real growth. Listen now to stop wasting ad spend on the wrong audiences.

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