PHASE 8 · AUDIENCE STACK · 14
The 3-stage funnel: cold prospect (broad interest + 1% LAL) → warm engaged (custom audience from site visitors + video viewers) → hot purchase-intent (cart abandoners + 30-day buyers retargeted for re-order). Plus 4 exclusion lists to prevent budget waste.
Long-form advertorial ads (1,500w · T1 / T4 / T7 templates) targeting women who have NEVER engaged. Lustriva® · cortisol · saffron mechanism education. Goal: first conversion at CPA <$25 within 7 days.
Shorter retargeting ads (T5 reel · T7 social-proof) to people who visited site, watched 75%+ of cold video, but didn't buy. Heavier discount + 90-day MBG reminder + 35,000+ social proof.
Cart-abandoned (3-day window) and 30-day buyers (subscription-nudge + bundle upsell). Highest ROAS · used to compound LTV. T3 Mama&Me bundle + T6 daily-gummy templates.
LOCATION: United States, Canada, United Kingdom, Australia,
New Zealand, Ireland
AGE: 35–44 (Sarah cohort)
GENDER: Women
LANGUAGE: English
DETAILED TARGETING (broad, let algo learn):
ANY:
• Pregnancy and parenting (interest)
• Working parents (interest)
• Mounjaro / Wegovy / Ozempic (interest)
• Hair loss (interest)
• Postpartum (interest)
• Self-care (interest)
EXCLUSIONS:
• CUSTOM: 30-day site visitors
• CUSTOM: 30-day purchasers
• INTEREST: Pinxin / GAIA (defensive exclusion · NA in this account)
• AGE: Under 35
ADVANTAGE+: ON for placements · OFF for detailed targeting (we want
this specific audience for cold)
LOCATION: US · UK · CA · AU · NZ · IE
AGE: 45–54 (Jane cohort)
GENDER: Women
DETAILED TARGETING:
ANY:
• Perimenopause (interest)
• Menopause (interest)
• Wellness (interest)
• Yoga / pilates (interest)
• Hormone health (interest)
AND (narrow):
• Higher household income $75K+ (US) / £55K+ (UK)
EXCLUSIONS:
• CUSTOM: 30-day site visitors
• CUSTOM: 30-day purchasers
ADVANTAGE+: ON
SEED: Custom Audience built from — Email list: 200 seed customers from Day -3 review-outreach — Site visit duration > 90s (last 60 days) — Add-to-cart event (last 60 days) TARGET TYPE: Lookalike (Advantage+) · 1% similarity LOCATION: US · UK · CA · AU · NZ AGE: 35-54 (combined Sarah + Jane) DETAILED TARGETING: none — let the LAL drive ADVANTAGE+: ON · all placements
LOCATION: UK · UAE · Saudi · Qatar · Kuwait
+ specific US/CA/AU cities: London-cluster
AGE: 30-50
GENDER: Women
DETAILED TARGETING:
ANY:
• Halal food (interest)
• Mosque (interest) [where supported]
• Islamic finance (interest)
• Modest fashion (interest)
LANGUAGE: English + Arabic optional
ADVANTAGE+: ON
SOURCE: Pixel (Meta) + Conversions API (server-side backup)
RULE: Page view event (any product page or LP)
AND NOT Purchase event
WINDOW: Last 30 days
SIZE EXPECTED: ~6-12K by Day 7 · ~30-50K by Day 30
EXCLUSIONS:
— Last 60 days purchasers
— Active cart-abandoners (W2 owns that)
SOURCE: Meta video engagement RULE: Watched 75%+ of video (A2 · A11 · A19) WINDOW: Last 30 days TARGETING ADDITION: Apply on top of broad — let algo find next-cohort look-alike of the high-engagement watchers ADVANTAGE+: ON
SOURCE: Meta Pixel ADD_TO_CART event
RULE: AddToCart event
AND NOT Purchase event
WINDOW: Last 3 days (tight to maintain urgency)
KLAVIYO BACKUP: Same logic via abandoned_cart flow
Email 1 fires 1hr · Email 2 24hr · Email 3 72hr
SOURCE: Meta Purchase event + Klaviyo customer-list
RULE: Purchase event 25-30 days ago
AND NOT Subscriber active
RETARGET WITH: Subscribe-and-save bundle offer
PROMO: 25% off subscription · free shipping forever
SOURCE: Meta Purchase event with content_ids filter
RULE: Bought REVIVE in last 60 days
AND NOT bought CALM
RETARGET WITH: A16 Mum's Stack bundle ad
WINDOW: Day 14-60 post-first-purchase
Don't waste cold spend on people who just bought. Exception: re-order audience H2 targets them deliberately.
EVENT: Purchase WINDOW: Last 60 days EXCLUDE FROM: All COLD ad-sets (C1 · C2 · C3 · C4)
People paying monthly. Don't show them acquisition ads. Show retention + cross-sell only.
SOURCE: Klaviyo "Active Subscribers" segment SYNC: Daily to Meta Custom Audience EXCLUDE FROM: All COLD and WARM ad-sets
Don't retarget someone who returned. Bad CAC + risk of negative feedback signal.
EVENT: Refund (custom Pixel event) WINDOW: Last 90 days EXCLUDE FROM: ALL ad-sets · COLD + WARM + HOT
Frequency cap at the audience level. Saturated viewers stop engaging. Move them to W1 retargeting or rest.
EVENT: Impression frequency WINDOW: Last 14 days THRESHOLD: 7+ impressions ACTION: Auto-pause delivery to this user
BM #1 (primary) + BM #2 (backup) + BM #3 (deep reserve). Each verified with business registration + tax ID + bank account.
Why 3: One bank-one ban rule. If BM #1 banned, swap to BM #2 within 4 hours. BM #3 is the "if-everything-fails" rebuild path.
Run 3 awareness campaigns ($20/day each) for 6-7 days. Audience: 1% LAL of seed list. Purpose: warm pixel · log non-zero events · BM age >14 days at launch.
Watch for: any policy yellow-flag · ad rejection · click-fraud bot traffic.
Launch on BM #1. Keep BM #2 + #3 running $5/day each (minimum heartbeat). If primary banned, swap creative + audience to BM #2 within 4 hours.
Health checks: Daily Meta-Help-Center quality-score check. Any yellow → freeze new ads + warm secondary harder.
| Audience | FDA disclaimer | FTC actor-portrayal | Halal-cert visible | 90-day MBG |
|---|---|---|---|---|
| C1 (Sarah cohort) | YES | YES if doctor | opt | YES |
| C2 (Jane cohort) | YES | YES (doctor-persona high here) | opt | YES |
| C3 (LAL 1%) | YES | YES | opt | YES |
| C4 (Halal cohort) | YES | YES | REQUIRED — IFANCA badge | YES |
| W1 (Site visitors) | YES (LP only) | YES | opt | YES |
| W2 (Video viewers) | YES (LP only) | YES | opt | YES |
| H1 (Cart-abandon) | YES (LP only) | YES if testimonial | opt | YES |
| H2 (Re-order) | YES (LP only) | opt | opt | YES |
| H3 (Cross-sell) | YES (LP only) | opt | opt | YES |
Trigger: 1% LAL daily reach drops below 30K (saturation signal).
Action: add 3% LAL to same ad-set · let algo pick which to spend on.
Threshold: When 200+ purchases in seed → 1% is high-quality. When 1,000+ → 3% becomes viable. When 5,000+ → 5% expands without quality drop.
Trigger: Top winning ad-set hits Day-30 ROAS > 2.5 in US.
Action: add UK · Shopify Markets handles currency · same creative.
Beware: EU GDPR cookie consent. CA bilingual creative for QC. AU NZ regulatory body Therapeutic Goods Administration — no "cure" claims allowed in AU.
Day 1-7: "perimenopause" + "hormone health" + "wellness" — narrow.
Day 7+ (after 50 conversions): drop detailed targeting · let Advantage+ broaden.
Day 14+ (after 200 conversions): remove all interest targeting · age + gender only · Advantage+ ON.
Default: 3-day cart retargeting (urgency window).
After Day 14: expand to 7-day for non-converters in tight window.
After Day 30: 14-day for high-AOV cart-abandons ($79+ bundles).
Never: retarget >30 days without a new offer — refresh creative.
| Time | Action | Purpose |
|---|---|---|
| 08:00 | Sync Klaviyo segments → Meta Custom Audiences | Keep retargeting fresh |
| 09:00 | Ledger reads overnight metrics · daily verdict slack | CPA per ad-set update |
| 09:30 | Pause any ad with frequency >7 in last 14 days | EX4 enforcement |
| 11:00 | Refresh LAL 1% definition (re-seed if needed) | LAL drift correction |
| 12:00 | BM health check across BM #1 · #2 · #3 | Yellow-flag detection |
| 15:00 | Re-order audience H2 freshness check | Bottle-due signal triggered |
| 18:00 | Forger ships next-day Forger creative batch | Per Fibonacci cadence |
| 21:00 | Daily review · 6-12 ad-set actions queued for Day+1 | Kill · scale · refresh |