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29 Apr 2026 · 1 min
0:31
In this short instructional segment, Pau Escrig Felis explains why Meta ads often serve primarily to existing customers and known audiences, limiting the acquisition of truly new users. He describes how Meta’s audience‑segmentation and budget allocation algorithm favors people who already know the brand. To break this pattern, he advises setting the campaign’s attribution model to “incremental,” which forces delivery toward audiences that have never interacted with the business. He suggests duplicating existing campaigns with this incremental attribution setting to compare performance and ensure profitability on truly new prospects.
