Building First-Party Data Audiences for Privacy-Proof Targeting
Build Custom Audiences from your own data sources (email lists, purchasers, app users) to create targeting that doesn't rely on third-party cookies or iOS tracking.
Why This Matters
Privacy changes have killed third-party targeting. First-party data - your own customer information - is immune to these changes. It's also more accurate because it's based on real business outcomes.
How To Implement
1. Export customer data from your CRM regularly (weekly or monthly).
2. Segment by value: All Purchasers, High-Value (top 20%), Recent (30 days).
3. Upload to Meta as Custom Audiences - they're hashed for privacy.
4. Set up automatic data connectors (Zapier, Segment, CRM integrations).
5. Create Lookalike Audiences from your best customers.
6. Use high-value customer lookalikes for scale vs. all-purchaser lookalikes.
7. Refresh lists monthly to keep data current.
8. Exclude recent purchasers from acquisition campaigns.
Pro Tip
Create a 'Churn Risk' segment of customers who haven't purchased in 6+ months. Target them with win-back offers to prevent churn and increase LTV.
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