Audience Vault already sorts every person it knows by what they really bought and when. ADs turns each of its segments into a customer list you can send to Google, Facebook and Instagram, TikTok, LinkedIn, Pinterest, Reddit and Snapchat:
- Vault Champions: bought recently, often and for the most. The best start for a lookalike, and the first to show a new offer.
- Vault Big Spenders: everyone who has spent 1,000 or more with you.
- Vault Loyal customers: bought five times or more.
- Vault New Customers: bought recently for the first time or two. Show them the next step.
- Vault Hot Leads: known by name, not bought yet, and clicked 3 or more times in the last 7 days.
- Vault Can't Lose: your bigger spenders who have not bought for 90 days or more. Win them back.
- Vault At Risk: frequent buyers who have gone quiet for 60 days or more.
- Vault Lost and Lapsed: not seen or not bought for a year or more. A cheap win-back list, or one to keep out.
- Vault all buyers: everyone it knows has bought, including sales tracked through your links. Keep them out of ads for new customers.
- Vault leads who never bought.
They appear on the Audiences tab (Google and the other networks) and on the Facebook & Instagram tab as soon as Audience Vault is on your site. Nothing is sent until you press Send. After that each list is kept in step every day, so when someone moves from At Risk back to Champion, the lists follow.
Only people the Vault has identified by email are sent, as scrambled addresses. Masked marketplace addresses (like j***@...) are never sent. An older Vault shows the segments it supports; update the Vault to get them all. Once a Vault list is sent, it appears in your campaigns' audience choices: Only them, Keep out, or as the start of a Meta lookalike.