Summary: Separate Meta strategies for acquisition vs. returning buyers. Give automation the right signals and creatives per stage, then measure with blended metrics.
Budget architecture
- Acquisition: Advantage+ with first‑party “new customer” value rules; creative = problem→proof→payoff.
- Returning: catalog/offer rotation, bundles, replenishment windows; creative = ownership benefits.
Signals & exclusions
- Exclude recent purchasers from prospecting; include high‑LTV in lookalikes.
- Use purchase with value; add subscribe or qualified_lead when aplicable.
Creative by stage
- Cold: UGC hooks, AR try‑ons, social proof in first 3s.
- Warm: comparisons, FAQs, objection‑handling carousels.
- Hot: offer clarity, shipping/returns, urgency (ethical).
Measurement
Triangulate Meta vs GA4 vs LTV. Judge growth by blended CAC/MER and cohorts, not single‑platform ROAS.
Internal links
Conclusion
Split budgets by job: acquire new customers and monetize returning ones. Feed the right signals, rotate creatives by stage and review cohorts monthly.