Article

Meta Broad Targeting: Why Skipping Exclusions Works

Foxwell Digital Free Intermediate

Foxwell Digital runs Meta spend for large DTC brands, and this explains the specific mechanism (declining First-Time Impression Ratio) that makes narrow, exclusion-heavy targeting quietly strangle scale.

  • Heavy exclusions and narrow interest sets cause audience saturation, visible as a declining First-Time Impression Ratio.
  • Broad targeting without exclusions keeps refilling the top of funnel with genuinely new people.
  • Pair broad prospecting with a separate, deliberately narrow retargeting campaign rather than mixing the two.
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The question it answers

  1. Should I use detailed interest targeting or go broad with Advantage+?

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