# Dynamic Exclusion of Recent Buyers

### 1. Business Value: Guarantee actionable and certified data

Real-time exclusion is one of the most immediate levers for streamlining your marketing spend and protecting your brand image.

* **Eliminate budget waste**: Stop paying to show ads to users who have just converted. Reallocate that budget to genuine prospects.
* **Improved ROAS:** By focusing your bids solely on non-buyers, your return on advertising investment automatically increases.
* **Respectful customer experience (UX):** You avoid the classic customer irritation of seeing an advert for a product you have just purchased (sometimes even with a promotion you didn't get).

### 2. Implementation methodology

#### Step A: Conversion capture (TMS)

The Datacommander tag identifies the transaction event (purchase) and immediately transmits the buyer's identity (hashed email, ID) to the CDP.

* **Action**: Verify the reliability of conversion tracking on all devices.

#### Step B: Dynamic segmentation (CDP)

The CDP instantly places the user in a ‘Recent Buyers’ segment (e.g., buyers from the last 15 days).

* **Action**: Set the exclusion period according to your product's lifecycle.
* **Documentation**: [Create an audience.](https://doc.commandersact.com/features/customers/segment)

#### **Step C: Activation (Media Synchronisation)**

Via its API connectors (Meta CAPI, Google Customer Match), the CDP updates your exclusion lists on advertising platforms in real time, without waiting for cookies.

* **Action**: Activate the automatic export flow to your Google Ads and Meta accounts.
* **Documentation**: [Google Customer Match](https://community.commandersact.com/customer-success/francais-1/developpez-vos-usages/audience-and-activation/google-customer-match)

#### **Step D: Advertising pressure monitoring**

Analyse the decrease in exposure frequency among your existing customers and the increase in the share of new customers in your campaigns.

### 3. Typical use cases

1. **E-commerce/Retail**: A customer buys a pair of trainers. Thanks to the CDP, they are immediately excluded from ‘Search’ and ‘Social’ campaigns for this model, but remain eligible for loyalty campaigns (Cross-sell) after 7 days.
2. **Services/Subscriptions:** As soon as a user subscribes to an offer, they are excluded from prospecting ads to avoid paying for unnecessary clicks to the registration page.
3. **Travel sector**: Exclude a traveller from ads for a given destination as soon as their booking is confirmed in the CDP.

### Need help optimising your advertising pressure?

Dynamic exclusion is the basis of a healthy media strategy. Our experts will help you configure your buyer segments and server-side feeds to maximise your ROI. **Contact our support team:** <support@commandersact.com>