General best practices
✅ Boosted segments should cover ~20–50% of the catalog
(or at least 10k products in catalogs with 100k+ SKUs).
Too few = low diversity, oversaturation.
Too many = effect spread too thin.
✅ Boosted segments should take ~20–50% of spend share.
Too low = no impact.
Too high = little additional uplift.
Manual segments
Keep segments definitions up to date: performance changes over time and segments can become outdated, so review and update segment definitions regularly.
Review before use: Always review and update performance segments before using them for Segment Prioritisation.
Avoid campaign disruption: if a segment is already used in other campaigns and needs major changes for SP, create a new dedicated segment instead.
SMART segments
Great for fast setup and performance-driven goals: ready-made, aligned with ROI Hunter’s best practices.
Don’t combine with manual performance segments (e.g. Bestsellers, Hidden Gems). Choose one approach to avoid overlap and weaker results.
If you’d like to stay aligned with our best practices, SMART Segments are the way to go - set up just the way we’d recommend.
How to structure your Segment Prioritisation strategy
Boost your strongest drivers first
Add business priorities if relevant
Reduce weak or unscalable products
IMPORTANT
Before creating new strategy, make sure, you understand:
Align the strategy with your goals
If your goal is GA4 ROAS/ACOS-oriented:
Use SMART Segments (Top Performers / Poor Performers). They’re based on ROI Hunter’s best practices + Meta’s recommendations, so you get a reliable baseline without extra setup.
If your objective is Meta ROAS:
Combine custom Poor Performer segment built on Meta data + SMART Poor Performers in reduce section and avoid boosting any segments.
Note: Meta ROAS isn’t available by default in the ROIH platform. If you’d like to use it, please reach out to our CSM.
Explanation of this approach:
SMART segments optimize for web/app analytics (e.g. GA ROAS, Adobe, Mixpanel, Amplitude) so their effect won’t show in Meta ROAS (C1, C7, V1C1 etc.).
Meta attributes all revenue to the first carousel product, regardless of which product was actually purchased.
This means that Meta ROAS doesn’t properly capture the impact of boosting in prioritisation so there’s a high chance clients won’t see any effect reflected in the metric.
It also means that a “Bestseller” segments created from Meta data will mostly capture the items in the first positions in the carousel not the products that truly sold.
Reducing Meta-based Poor Performers will, as it removes products that spend but don’t sell according to Meta’s attribution. Combining them with SMART Poor Performers increases the overall impact.
If your goal is based on other KPIs outside ROAS/ACOS:
Create custom segments that reflect what matters most for you.
Example:
Are you balancing multiple goals?
If you want to prioritize more than one goal, order your segments by importance.
👉 Example: If improving performance is your main goal and promoting New Arrivals is secondary, put performance segments first, then New Arrivals.
Recommended strategy template
Here’s a template for how to order different types of segments in a single strategy.
You don’t need to include every segment listed, but follow this logic:
Boost section
Meta Top Performers → strongest boost for what works best on Meta
All traffic Top Performers → extra visibility for proven web/app performers
Prioritised Business segments → if you have additional strategic goals, you can give boost for business segments like seasonal, high-margin, or other strategic products
Reduce section
Meta Poor Performers → stop-loss for products without revenue impact on Meta
All traffic Poor Performers → limit products with traffic but little/no sales
Deprioritized Business segments → reduce visibility on low stock, high returns, or unscalable products
NEXT STEPS 👉
Once you create and finish you Segment Prioritisation strategy:
Check:
Or plan:
Smart Segments in your strategy
Instead of manual performance segments (like Bestsellers or Poor Performers), you can use Smart Segments. They’re built on ROI Hunter’s best practices, require no setup, and give you a reliable baseline.
Types of Smart Segments
Smart Top Performers → products with above-average ROAS but underutilised in spend (~20–40% of catalog)
Smart Poor Performers → products with low or zero performance but significant spend (~bottom 15% of budget)
You can also combine Smart Segments with strategic business segments (e.g. seasonal, high-margin, new arrivals) to reflect your unique goals.
NEXT STEPS 👉
Once you create and finish you Segment Prioritisation strategy:
Check:
Or plan:
FAQ
What if my boosted segments don’t have enough products?
What if my boosted segments don’t have enough products?
Try SMART Segments if they’re available, they’re already calibrated for a healthy product count and spend share.
You can also expand your boosted set with products likely to appeal to your Facebook audience. Good options include:
New arrivals
High-margin products
Discounted or non-discounted items
High-stock items
Products with strong user ratings
Not sure which to add? → Check with your merchandising or commercial team for seasonal or competitive products worth highlighting.
What if I need to modify for SP a segment that’s already in use?
What if I need to modify for SP a segment that’s already in use?
For major changes (e.g., making Poor Performers more aggressive), it’s better to create a new segment just for SP. This way, you won’t unintentionally impact other campaigns still using the original segment.
Which segments should NOT be boosted?
Which segments should NOT be boosted?
Avoid segments with little or no spend (e.g. Hidden Gems, Deadstock, low-traffic or “zombie” products).
SP works as a spend modifier, so if there’s almost no spend to begin with, the effect will be negligible.
Instead, put these products in a separate product set with a dedicated budget to drive meaningful spend.
⚠️ Don’t combine SMART Segments with your own performance-based segments (like Bestsellers or Poor Performers).
This creates duplication and reduces the effectiveness of prioritisation.
Should I exclude Poor Performers or put them in Reduce?
Should I exclude Poor Performers or put them in Reduce?
ℹ️ This is up to you: Poor Performers generally don’t perform across the board, but might deliver once spend is only reduced in an SP-enabled ad set.
Exclude Poor Performers if your goal is pure performance, or if excluding them is already part of your standard setup (BAU).
Reduce Poor Performers if they include products that are still important for your business, for example:
Always-on or flagship products
Products in remarketing campaigns (when SP is used with remarketing enabled)
Items where you believe reduced spend could still bring results
👉 In short: exclude for a clean performance setup, reduce if you still want them visible but at a lower priority.
What if I need to modify for SP a segment that’s already in use?
What if I need to modify for SP a segment that’s already in use?
For major changes (e.g., making Poor Performers more aggressive), it’s better to create a new segment just for SP. This way, you won’t unintentionally impact other campaigns still using the original segment.