Jean-Paul is about to launch a retargeting campaign using Lead Gen Forms. As he is setting up his audience, which segments could he consider excluding?

Excluding users who have already opened and submitted the Lead Gen Form is crucial for campaign efficiency. These individuals have completed the desired action, so continuing to target them with the same form would be redundant and wasteful of ad spend. While excluding those who have only opened the form might seem logical, some users may open a form, get interrupted, and intend to return later. Excluding them prematurely could miss a conversion opportunity. Excluding those who have viewed ads already is generally not recommended for retargeting, as the purpose of retargeting is to re-engage users who have shown prior interest by viewing ads or visiting a website.