it’s official: Meta announced that they are removing the ability to use detailed targeting exclusions. The phase-out process began on July 29 and will last for two months.
But does it matter? Let’s investigate…
meta test
Many advertisers use this feature, but it can also be an outdated feature. based on meta testyou probably don’t need it.
Meta found that the median cost per conversion was 22.6% lower when not using detailed targeting exclusions compared to when using detailed targeting exclusions.
Do not believe? Meta’s “statistical simulation framework gives 100% statistical confidence that eliminating detailed targeting exclusions is better than using detailed targeting exclusions to drive cost-effective conversions.”
100% statistical confidence? It can be said that I am quite confident!
you probably don’t need them
You may think you need them, but you probably don’t. Detailed positioning are incomplete and inaccurate anyway, so excluding them will rarely have the effect you expect.
However, there is still a question of how it works. if you Optimize conversion, the algorithm will adjust based on who converted and who didn’t. Reducing the audience will only limit the algorithm and drive up costs.
Excluding detailed targeting may be most relevant when optimizing for top-of-funnel actions like clicks and engagement. However, this type of optimization is There is already a problem. Using exclusions is just a Band-Aid to the problem.
in this world algorithm positioning and Audience expansion, this type of exclusion is no longer relevant. At least that’s what I thought.
