Value Tier Lookalike Plan: Juniper Loom
Value means: total net order value per customer over the last 24 months, in USD. Full file: 4,820 customers. Goal: prospecting. I worked only on row ids and values; the email column stays redacted.
1. Value column check
| Check | Your file | Meta rule | Result |
|---|---|---|---|
| Customers in the file | 4,820 | at least 1,000 customers | meets it |
| Value format | see Row issues | numbers only, no currency characters | 5 of 36 extract rows need a fix or a decision |
| Value meaning | net order value, 24 months, USD | you choose what value means | your choice |
- Meta's customer list guidelines say lists should "include at least 1,000 customers" and value columns must be numeric "without any currency characters" (https://www.facebook.com/business/help/2082575038703844).
- Meta's customer value page adds that the column must list decimal or whole numbers, and that you choose what value stands for (https://www.facebook.com/business/help/917879191754763).
2. Row issues
Each of the 36 extract rows checked by script.
| Row | Value as given | Valid | Issue |
|---|---|---|---|
| c1 | 412.50 | yes | none |
| c2 | 388.00 | yes | none |
| c3 | $1,040.00 | no | currency symbol |
| c4 | 260.75 | yes | none |
| c5 | 0 | yes | none |
| c6 | 97.20 | yes | none |
| c7 | 1210.00 | yes | none |
| c8 | (blank) | no | blank |
| c9 | 455.10 | yes | none |
| c10 | 73.00 | yes | none |
| c11 | 2210.40 | yes | none |
| c12 | 318.90 | yes | none |
| c13 | £150.00 | no | currency symbol |
| c14 | 640.00 | yes | none |
| c15 | 89.99 | yes | none |
| c16 | 1500.00 | yes | none |
| c17 | n/a | no | text |
| c18 | 230.00 | yes | none |
| c19 | 505.55 | yes | none |
| c20 | 120.00 | yes | none |
| c21 | 980.30 | yes | none |
| c22 | 60.00 | yes | none |
| c23 | 775.00 | yes | none |
| c24 | 301.10 | yes | none |
| c25 | 45.00 | yes | none |
| c26 | 1850.00 | yes | none |
| c27 | 210.00 | yes | none |
| c28 | -35.00 | no | negative (question) |
| c29 | 690.00 | yes | none |
| c30 | 150.25 | yes | none |
| c31 | 400.00 | yes | none |
| c32 | 88.00 | yes | none |
| c33 | 1325.00 | yes | none |
| c34 | 515.00 | yes | none |
| c35 | 270.00 | yes | none |
| c36 | 99.00 | yes | none |
| Issue | Rows | Count |
|---|---|---|
| currency symbol | c3, c13 | 2 |
| blank | c8 | 1 |
| text | c17 | 1 |
| negative (question) | c28 | 1 |
| Valid | 31 | |
| Total rows in extract | 36 |
Share of extract rows with an issue = 5 / 36 = 13.9%. Estimate, labeled: this is 36 rows of 4,820, the first rows of the file, so it is a sign that cleanup is needed, not a measured rate for the whole file.
- Currency rows (c3, c13): strip the symbol and the thousands comma. c13 is in pounds, while you said values are in USD; is it converted?
- c5 has value 0. That is a valid number. Is a 0 customer one with refunds equal to orders, or missing data?
- c28 is negative. The saved Meta pages do not say how a negative value is treated, so I left it out of the tiers and ask below.
3. Tiers in the extract
Rule (my working cut, not Meta's): sort the 31 valid rows by value, highest first. Tier A = first ceil(20% x 31) = 7 rows; Tier B = next rows up to ceil(50% x 31) = 16; Tier C = the rest.
| Tier | Rows | Count | Lowest value | Highest value |
|---|---|---|---|---|
| A | c11, c26, c16, c33, c7, c21, c23 | 7 | 775.00 | 2,210.40 |
| B | c29, c14, c34, c19, c9, c1, c31, c2, c12 | 9 | 318.90 | 690.00 |
| C | c24, c35, c4, c18, c27, c30, c20, c36, c6, c15, c32, c10, c22, c25, c5 | 15 | 0.00 | 301.10 |
These cut points come from the extract only. Rerun the same rule on the full 4,820 rows after cleanup; the value ranges will change.
4. Audience plan
| Step | Audience | Built from | Use |
|---|---|---|---|
| A1 | Customer value custom audience | The cleaned full file with the value column mapped | Source for the lookalike |
| A2 | Value-based lookalike | A1 as the lookalike source | Prospecting |
| A3 | Exclusion: current customers | A1 | Exclude from the prospecting ad set |
- Meta's customer value page lists three uses for this audience: deliver ads to valuable customers, "Exclude valuable customers", and seed a value-based lookalike. A2 and A3 follow that.
- Tiers: the saved pages do not say whether a tier should be its own upload or whether the value column alone is enough. Any list uploaded on its own must still meet the customer minimum in the Value column check table, so a Tier A list would need that many rows on the full file. Which way do you want to go?
- Lookalike size and location are not in my sources; tell me what you use and I will plan around it.
5. Upload steps (held)
From Meta's customer value audience page (https://www.facebook.com/business/help/185705781836755). Nothing is uploaded or created until you approve.
- Clean the value column: fix the currency, blank and text rows, and decide c28 and c5. HELD.
- Audiences > Create audience > Custom audience > Customer list; answer the customer value prompt; add the file; select the value column with Select value column. HELD.
- Import and create, then create the lookalike from that source. HELD.
- Add A3 as an exclusion on the prospecting ad set. HELD.
My own note from the same page: identifiers are hashed before matching, but additional values you provide, such as the value column, are not hashed.
6. Questions for you
- c13 is in pounds: should it be converted to USD, and at what rate?
- What should happen to negative values such as c28, and to 0 values such as c5?
- c8 (blank) and c17 (n/a): fill from your order system, or drop those rows?
- What lookalike size and country do you want?
- Who will run the cleanup on the full file?
Needs your decision
- Approve the value column cleanup on the full file (HELD).
- Approve uploading the cleaned list as a customer value custom audience (HELD).
- Approve creating the value-based lookalike and the customer exclusion (HELD).