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How Does Lebesgue Determine Which Of My Campaigns Are Prospecting And Which Are Retargeting?

Understand how audience targeting rules are used to classify your campaigns automatically within the app.

Paula Paić avatar
Written by Paula Paić
Updated over a week ago

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).
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  • Avoid combining cold and warm audiences in a single ad set.
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  • Regularly update your exclusion lists to avoid showing prospecting ads to existing customers.
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  • 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
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  • Forecasting and budgeting recommendations
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  • Automated warnings about high retargeting spend or poor audience exclusions
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  • Creative performance scoring based on where the ad is being served
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Need Help?

Not sure how your audiences are being classified? We’re here to help:

  • Chat with Us: Use the chat icon in the app or on our website.
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  • Schedule a Call: Book a personalized consultation with our Customer Success team:
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Let us help you get the most accurate insights from your campaigns.
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Related Articles:

  • Explaining Advertising Audit

  • How Are My Next Steps Determined?

  • Explaining Analytics

  • Explaining Benchmarks & Forecast

  • Competitors Landscape & Email

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