Lebesgue automatically classifies your Facebook campaigns as either prospecting or retargeting based on the audience targeting settings in each ad set.
Retargeting
If your ad set includes a Custom Audience (such as website visitors, past purchasers, or email subscribers), it is categorized as retargeting.
These are users who already had some interaction with your brand.
Prospecting
If no Custom Audience is used, the campaign is considered prospecting.
That means you’re targeting new potential customers who haven’t engaged with your brand yet.
This automatic classification allows Lebesgue to accurately analyze your budget split, CAC (Customer Acquisition Cost), and overall performance between acquisition and retention campaigns—so you can optimize both effectively.
How You Can Improve Accuracy
To ensure we correctly classify your campaigns, make sure your ad sets follow these guidelines:
Use clearly defined custom audiences for retargeting (e.g. past purchasers, pixel-based audiences, CRM lists).
Avoid combining cold and warm audiences in a single ad set.
Regularly update your exclusion lists to avoid showing prospecting ads to existing customers.
Label your campaigns clearly in Meta and Google Ads Manager and (optional, but helpful for your own organization).
Bonus: This Classification Also Powers Other Lebesgue Features
The prospecting vs. retargeting distinction helps power multiple parts of the Lebesgue platform, including:
Benchmark comparisons for prospecting and retargeting performance
Forecasting and budgeting recommendations
Automated warnings about high retargeting spend or poor audience exclusions
Creative performance scoring based on where the ad is being served
Need Help?
Not sure how your audiences are being classified? We’re here to help:
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Let us help you get the most accurate insights from your campaigns.