How to exclude audiences

Audience exclusion is to prevent Facebook from going after your warmer audiences (because they have a better chance to drive results) when you want to target top-of-the-funnel and middle-of-the-funnel audiences.

You need to exclude retargeting and retention audiences from your acquisition campaigns and retention audiences from your retargeting campaigns. Skipping exclusions is a common pitfall for Facebook advertisers, but Madgicx makes it easy for you to get it right.

Madgicx's pre-set acquisition audiences, which can be launched using the Audience Launcher, already contain a built-in exclusion to ensure accurate targeting. The audience automatically excluded is called “Madgicx non-acquisition,” and it includes website visitors from the last 30 days and people who made a purchase in the last 180 days (based on pixel data).

However, if you plan on creating your own audiences or launching retargeting audiences, you should add default exclusions to your top and middle of the funnel.

How to set up default audience exclusions with Madgicx

Clicking the drop-down menu for the ad account in Settings will reveal the advanced settings, which is where you can control the account in more depth. Here you can view and edit your default audience exclusions.

Open the advanced settings and then click on “Audiences Excluded”.

This opens up a list of all of the audiences you have created.

You can search for specific audiences in the search bar and narrow down the view using the drop-down menu.

Madgicx separates the exclusions according to the funnel stage. Check off the audiences you want to exclude for each funnel stage and click “Save”.


Always exclude your customer list from top-of-the-funnel and middle-of-the-funnel campaigns by default. 

You can do this by adding an email-based exclusion for recent purchases (from Shopify or Klavio or by uploading the list manually) for the prospecting, re-engagement, and retargeting funnel stages.


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