Custom audiences that keep themselves current, not a CSV you re-upload.

Any segment your pipeline can describe. The common ones are new leads, qualified leads, open opportunities, won customers and disqualified enquiries, and each of those can be narrowed further: won customers of the last 180 days, open deals over €25,000, leads from LinkedIn Ads that have not been touched in 21 days. The rule reads the CRM stage and deal value together with the journey LeadJourney recorded, so an audience can be per channel or per campaign as easily as per stage.

Meta, Google Ads, LinkedIn Ads and Microsoft Ads. Each one has its own name for a customer list: Custom Audiences in Meta, Customer Match in Google Ads and Microsoft Ads, Matched Audiences in LinkedIn. You choose per audience which platforms it goes to, so a B2B list can go to LinkedIn only while the customer exclusion goes everywhere.

Daily. Each audience is resolved again and the difference is pushed to every platform it is synced to, so a stage change made today is in the audience tomorrow. That cadence is the point of the feature: an exclusion list that is refreshed once a quarter is worse than none, because it quietly stops matching the customers you actually have.

Both directions, in the same run. A lead marked qualified joins the qualified audience and leaves the new-lead one. A deal that closes joins the customer audience, which is an exclusion on your prospecting campaigns, and leaves every retargeting audience it was in. This is what a manual upload cannot do without a second, equally manual removal step.

The match keys the platform needs, hashed before they leave: email and phone for Meta and Google Ads, email for LinkedIn and Microsoft Ads. No names, no deal notes, no CRM fields beyond what the rule is evaluated on, and nothing at all for a contact whose consent decision rules it out. Hashing happens in LeadJourney, so the platform receives an irreversible hash and never the address itself.

Each platform sets its own minimum matched size before a list can be targeted, and they differ by an order of magnitude: Meta needs a few hundred matched people, LinkedIn a few hundred, Google Ads and Microsoft Ads closer to a thousand for most placements. Match rates differ too, and a B2B list of work addresses matches better on LinkedIn than on Meta. In practice that means the broad segments (all leads, all customers) are worth syncing everywhere, and a very narrow one (five open enterprise deals) is worth having in the CRM but not worth syncing as an audience.

Yes, and it is usually the first thing worth doing. Sync the won customers, the open deals and the disqualified enquiries, then exclude those audiences on every prospecting campaign. The budget stops reaching people who already bought or who sales already turned down, and because the sync runs daily the customer who signed yesterday is out of the pool today.

Yes. Once the audience is in the ad account it behaves like any other customer list, so you build the lookalike or similar audience in the platform itself from it. The difference is the seed: won customers with a deal value behind them instead of everyone who filled in a form, which is what stops the algorithm from optimising toward more form fillers.

Identifiers are hashed before they leave, you control which segments are in scope and which fields the rule reads, and a contact whose consent rules it out is never sent. Tracking is first-party and consent-aware, LeadJourney is hosted in Frankfurt, and a data processing agreement is part of every plan. Note that you also need a lawful basis for the advertising itself: the GDPR page lists the controls on our side and the privacy policy names every sub-processor.