If you use Meta’s Advantage+ Shopping campaigns you may be familiar with the new(ish) audience segments. You may also be confused by a (characteristic) lack of clarity on how they work.

Thankfully, Jon Loomer is here to clear things up.

Per Meta:

If there is an overlap, such that a user will fit into both the ‘Engaged’ and ‘Existing’ category, we will prioritize the association that is lowest in the funnel (i.e ‘Existing’).

Or, as Jon says:

In other words, you don’t need to exclude existing customers when creating the Engaged Audience.