Perpetual Traffic Still Relying on Old Funnels? Here’s What's Working in Meta Ads Right Now
Mar 20, 2026
They challenge the old rigid funnel approach and explain why it often fails on Meta. They unpack audience segmentation and why engaged audiences can beat cold prospects. Learn about the “Five Horsemen” campaign structure, view-through versus click-through splits, and using reach and UGC to lower downstream costs. Creative diversification and turning organic reels into paid assets are highlighted as core tactics.
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Use Meta Audience Segments To Spot Missing New Customers
- Meta's audience segments reveal whether spend is going to new, engaged, or existing customers.
- Lauren shows a sales-campaign breakdown where $4,800 spent split heavily to existing customers, flagging lack of new-customer acquisition.
Compare CPA By Audience Segment Immediately
- Do compare cost per purchase across new, engaged, and existing segments to spot scalable growth opportunities.
- Lauren measured new audience CPA $171 versus existing $42 and engaged $37, showing engaged audiences can be cheaper than existing customers.
Engaged Audiences Act Like New Customers In Meta
- Engaged audiences can functionally be new customers inside Meta if they interacted but haven't purchased.
- Lauren defines engaged as website visitors (180d), lead form interactions (90d), and subscriber list uploads, distinct from full customer list uploads.