Do you exclude last 30d views of your cold ads ?

I'll explain my test bellow.

I saw that after 45 days and 1 million views on my ad, my performance strats decline. I'm in France market, so it's actually pretty good to reach 1 million views on one ad.

But I also saw that my 1 million ads, reach "regular viewers" 329K viewers on 986K are "regular".

30% of the views of my ads comes from "regular viewers" ? 🧐

So I tried to exclude all people who view one of my ads since the last 30 days on a bunch of cold campaign in my ad account.

And my ads starts working again on the exact same audience in this test campaign.

My budget is 1.5K€ per day.

Do you guys have on opinion on that ?

Thanks;

Rémy

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