Ad Audience Best Practices

Below are the best practices for adjusting your ad profile settings based on your growth goal and the metric you're trying to move.

Objective	Recommended Size	Strategy	Measurement	Ways of Thinking
Awareness / Lead-Gen	30k - 100k *can also use this as basis for LAL	Set an objective of traffic, brand awareness, or reach. *Note: You can try conversions or lead form fills but reach will be heavily constrained, depending on pre-exposure brand awareness and willingness to convert off a single paid media placement	Last click sign ups via UTM params New approach to view-through CVRs: Look at sign ups CVRs from organic and direct traffic and match them back to audience membership	Saturate your audience. Ignore traditional thoughts about frequency cap. Reset audience & rotate creative frequently to engage audience, maintain relevance and reset the algorithm.
Awareness + Outbound	10K - 50K	Set an objective of traffic or brand awareness.	Reach as a proxy for match rate Last click via UTM params not conversion events as measured by ad platforms. This will constrain your reach. New approach to view-through CVRs: Look at sign ups CVRs from organic and direct traffic and match them back to audience membership	Goal: Higher CVRs in your core ICP & lower CPL Saturate your audience. Ignore traditional thoughts about frequency cap. Reset audience & rotate creative frequently to engage audience, maintain relevance and reset the algorithm.