Exclusions are built from subscription, repurchase and refund records, then lifted again on a clock.
Suppression lists are built from the same first-party records as segments: customers on an active subscription, buyers inside a repurchase window, firmographic profiles your pipeline never qualifies, refunded and chargeback cohorts, and accounts a sales team has marked unworkable. Exclusions are applied at the level each platform supports — account, campaign or ad set — and written by the action service with the reason attached. Suppression is treated as a decision rather than a standing rule, because a recent buyer can be the best cross-sell target you have. The Campaign Constitution holds which cohorts may be excluded, in which campaigns, and for how long.
Exclusions carry an expiry date
A suppression window is set per product and per motion — a consumable on a six-week repurchase cycle and an annual contract do not deserve the same exclusion period. Windows are time-boxed, so members return to eligibility automatically instead of accumulating into a permanently shrinking addressable pool. The report states how much reach each active exclusion is removing.
Refund cohorts come from finance records
A cohort is marked high-risk on what your finance system recorded — refunds, chargebacks, cancellations inside the first billing period — not on a platform quality signal or a model's hunch. Excluding it arrives as a proposal with that evidence attached, and the evidence stays attached in the log after the change is made.
Every exclusion is reversible and logged
Exclusion lists are pushed by the action service, the one component allowed to change an ad account, under the limits in the Campaign Constitution: protected campaigns it may not touch, cohort types requiring approval, the minimum evidence needed before it acts. Each write is recorded with its before state, so an exclusion can be lifted exactly as it was applied.
In this capability
- Customer and recent-converter exclusions
- Time-boxed suppression windows
- Refund and chargeback cohorts
- Reversible, logged exclusions
Audiences
The rest of Audiences
Customer Quality
Every audience scored on qualified lead rate, close rate, revenue and margin per customer, refunds and retention.
Segments
Business segments defined on CRM and finance fields, then activated through each platform's supported matching route.
Value Signals
Sends collected value, not pixel value, back into network bidding wherever the API and policy allow it.
Lookalikes & Predictive
Seeds platform expansion with your best customers, then grades what it returns on CRM and finance outcomes.
One goal. Every channel. Real business truth.
Connect your ad accounts, say what a good customer is worth, and let the Growth Brain work the objective inside limits you set.
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