Meta Customer Acquisition:
A Transforming Appoach
Background:
In July 2024, DMi took over Meta campaign management for an electronics brand that was selling on multiple sites and looking to drive new-customer acquisition from its owned media.
The Goal
Both the client and DMi sought to maximize the impact of the client’s Meta budget by increasing the proportion of sales with net-new customers, a more incrementally valuable group that would put the brand in a better position for long-term growth.
The Plan
With the Q4 surge in buying intent at hand, we set up a two-step process:
- Establish a baseline proportion of new vs. existing customers
- Improve that proportion using strategic exclusions available in Meta campaigns
First, we analyzed the data in martech partner Northbeam and found that around 30% of purchases driven by Meta campaigns at the start of October 2024 were coming from new customers.
Next, we fed first-party CRM audiences and audiences coming from the retargeting pixel into the client's Meta account to create an existing customer list. For our prospecting campaigns, we then entered a 0% value into Meta’s Advantage Shopping Campaign+ feature to prevent Meta from serving ads to anyone who:
- Has bought a product from the brand in the last 3-5 years, or
- Has visited the brand’s site in the past 90 days.
We set up these aggressive guidelines understanding that Meta’s scale would help us access a wealth of relevant new users.
The Results
From October through December 2024:
54%
Lower CAC for New Customers
49%
Lower Overall CAC
By January 2025, our proportion of new customers acquired had climbed from 30% to more than 50%.
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