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Should retargeting campaigns include existing customers?
Sometimes. The answer depends on what the campaign is selling.
Exclude when the purchase makes the ad irrelevant
Showing a "Buy your first mattress" ad to someone who purchased yesterday wastes money and creates a poor experience. Use recent-purchaser exclusions where the product has a long replacement cycle.
Include when repeat purchase makes sense
Consumables, fashion, accessories and product launches can create legitimate reasons to advertise to past customers.
Separate the reporting
Existing customers are likely to convert more easily than new prospects. Mixing both groups can make CPA/ROAS look stronger and hide acquisition performance.
Match the creative
A customer should not receive the same "Who are we?" introduction as someone who has never purchased. Use loyalty, new products, complementary items or replenishment messages instead. The decision should follow customer relevance, not a blanket "always exclude purchasers" rule.
Know which group is driving results
If your retargeting campaigns blend new and existing customers and you cannot tell which group is driving results, send us an inquiry.