Meta has announced the discontinuation of the Existing Customer Budget Cap feature from Advantage+ Shopping Campaigns, a tool that previously allowed advertisers to control budget allocation for existing customer targeting.
The feature, which worked by utilizing audience segments to identify existing customers and cap spending percentages, is being phased out according to a new Help Center article from Meta.
Alternative Solutions
Meta has provided two manual workaround options for advertisers who relied on this feature:
Option 1: Single Ad Set Approach
Advertisers can create a manual sales campaign with an ad set that explicitly excludes custom audiences representing existing customers. This method effectively replicates a prospecting Advantage+ Shopping Campaign with a 0% existing customer budget cap.
Option 2: Dual Ad Set Strategy
The second approach involves creating a manual sales campaign with two distinct ad sets:
- One ad set specifically targeting existing customers
- Another ad set targeting broad audiences while excluding existing customers
For campaigns using Advantage Campaign Budget, Meta's system will automatically optimize budget distribution between these ad sets. Advertisers can still maintain control over spending by implementing ad set spending limits.
