Ad Platform Integrations

WasteNot connects your customer data to the ad platforms where you run campaigns. Once connected, you can build exclusion audiences from real customer behavior and apply them to the campaigns where those people should not be reached.

This guide explains how WasteNot works across destination ad platforms, when to use exclusions, and where to find platform-specific setup details.

Supported ad platforms

WasteNot currently supports the following destinations:

Coming soon: TikTok, Pinterest, and Amazon Ads.

If you need an integration that is not listed, contact support@wastenot.io so we can prioritize against the roadmap.

What WasteNot does at the ad platform layer

WasteNot acts as an audience guardrail between your customer data and your ad platforms. It does not replace your campaign strategy, creative testing, budget management, or media buyer.

With your ad platform connected, you can:

Build audiences from real customer behavior
Keep those audiences updated as customers purchase, subscribe, churn, or re-engage
Apply exclusion audiences to eligible campaigns or ad sets
Reduce overlap between acquisition campaigns and customers who should be reached through retention or owned channels
Maintain a cleaner separation between prospecting, retargeting, win-back, and retention activity

When to use exclusions

Use exclusions when a campaign should not spend heavily on a particular group of people. Common examples:

Campaign type	Audience to consider excluding
Prospecting	Past customers, current subscribers, recent purchasers
New customer acquisition	Existing customers, high-intent returning customers
Product launch prospecting	Customers who already bought the product or similar products
Win-back	Recent purchasers, active subscribers, non-customers
Retention	Non-customers who should be handled by acquisition campaigns

See Example Audience Rules for starting points, and Applying Audiences for guidance on where exclusions should live within each platform's campaign structure.

How audiences flow to your ad platform

The setup pattern is consistent across platforms:

Connect your customer data source (e.g., Shopify, Klaviyo, Stripe)
Connect your ad platform account
Build an audience in WasteNot from your customer data
Add the ad platform as a sync target for that audience
Apply the audience as an exclusion in the appropriate campaigns

WasteNot keeps the audience updated automatically as your customer data changes. Each platform has its own requirements for minimum audience size, match rate, and where exclusions can be applied within campaign structure — see the platform-specific guides below for details.

Best practices

Apply audiences where they match the campaign's job.

A good exclusion in one campaign can be the wrong exclusion in another. Prospecting, retargeting, win-back, and retention all need different logic.

Don't apply a single catch-all exclusion list to every campaign.

Build separate audiences for separate use cases.

Watch audience size.

Each platform has minimum size requirements before exclusions become active. If an audience is too small, broaden the rule or connect additional data sources.

Coordinate with retention and lifecycle teams.

Paid media, email, SMS, and retention should agree on which audiences belong in each channel. Exclusions work best when the customer journey is coordinated across teams.

Don't judge results by platform ROAS alone.

A campaign can show strong platform ROAS while still spending heavily on customers who would have purchased anyway. Use nCAC, new customer share, and blended metrics together.

Platform-specific guides

Meta Ads Integration — Advantage+ behavior, ad set vs. campaign-level exclusions, and Meta-specific setup
Google Ads Integration — Customer Match, Performance Max, and Google-specific setup

Common questions

Does WasteNot replace the exclusions I already use in my ad platform?

No. WasteNot complements native exclusions. Native ad platform exclusions can miss audiences that aren't represented in your pixel or platform-tracked data — WasteNot fills that gap by using your first-party data. See Why Native Ad Platform Exclusions Are Not Enough.

Should I exclude all customers from all paid campaigns?

No. Existing customers may be valuable for retention, upsell, cross-sell, loyalty, or win-back campaigns. The goal is to avoid wasting acquisition budget on people who should be reached through a different campaign or channel.

How do I know whether the exclusions are working?

Track new customer purchases, nCAC, returning customer share, and the performance of campaigns where the audiences were applied. See How to Test WasteNot for measurement approaches.

Can I request a new ad platform integration?

Yes. Email support@wastenot.io with the platform, your use case, and approximate spend. We use this input to prioritize the roadmap.