Your acquisition campaigns are reaching people who already bought. Small waste, real brand confusion.
Prospecting spend going to · last 60 days
Costing you
$480
per month · $5,760 per year
Time to fix
10 min
Estimated, in Meta Ads Manager
How sure are we
Below 90% comes with a 'what would change our mind' note
Your prospecting campaigns are built to find NEW customers — but they're also reaching people who bought from Lulu in the last 90 days. You already have a '90-day purchasers' audience built; you just haven't added it to the exclusion list on those campaigns.
The dollar waste is modest (~$480/mo), but the bigger cost is brand experience. Someone who ordered a case last month is now seeing 'try Lulu for the first time' ads. The fix is 30 seconds per ad set.
Where we could be wrong
If you intentionally re-market to recent purchasers in prospecting (subscription brands sometimes do this for monthly re-acquisition), the exclusion would remove valid demand. Lulu's setup suggests this isn't the case, but worth confirming with your team.
We show this on every finding below 90% confidence. Right now, we're at 85%.
Step-by-step, in Meta Ads Manager. No external tools needed.
The exact numbers we fired on
Click to see the raw evidence. Useful if you want to verify our math before acting.
Want the full methodology behind this rule? Read the methodology →
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