eRFM Customer Module uses a grading system that is measured by dynamic values captured from your pixel data.  

eRFM stands for - Engagement, Recency, Frequency, and Monetary Value

How does it work: 

A key feature of the eRFM audiences is the special ability to optimize by automatically generating multiple duplication of the same selected eRFM audience with slight changes in recency frequency and monetary value, and after  24 hours to 3 days of delivery the software will pick the top performing one and use it as the audience for the ad set

For example:
Your shop is selling 3 types of products:

  • Product A for 10$
  • Product B for 50$
  • Product C for 100$

Grading will be accordingly
💎Product A for 10$ - Silver (all purchasers with low value average)
💎💎Product B for 50$ - Gold (all purchasers with medium value average)
💎💎💎Product C for 100$ - Platinum (all purchasers with high value average) 

After choosing the right monetary value (silver, gold or platinum) each of the grades has three levels of frequency, targeting only those who matches that level of frequency. The software will create a dynamic three levels of frequency by calculating number of visits to your website

Infrequent - Visitors with lowest average number of website visits
Occasional - Visitors with a medium average number of website visits
Frequent - Visitors with highest average number of website visits

In conclusion

these are the allowed combinations of audiences to generate with the eRFM customer module

Silver - infrequent / occasional / frequent
Gold - infrequent / occasional / frequent
Platinum - infrequent / occasional / frequent

These audiences tend to perform significantly better since the custom data we use to build the look-alike is made up of customers with high quality traits and mostly due to the special optimization taking place outside of the Facebook platform.

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