Great question. Best practice is usually to exclude purchasers from your main acquisition campaign, especially if the goal is to bring in new customers. For retargeting, I’d recommend running a separate campaign focused on warm audiences (website visitors, engaged users, cart abandoners. rather than relying on the main campaign to do both jobs. This way, your main campaign stays optimized for new traffic, while your retargeting campaign delivers more tailored messaging to people who already know your brand. You can always adjust exclusions based on your funnel and offer, but separating the two generally gives better control and performance.

@Isabelle Mourad I personally prefer separating campaigns for cold and warm audiences. Here’s why, Optimization clarity, Tailored messaging, Better reporting & control, That said, running a single campaign with multiple ad sets for cold and warm audiences can work in some cases, especially if budgets are limited or if your warm audience is small. It just gives you less control and less precise optimization.