⚠️ Implementation of Exclusion Logic (EXCLUDE) in Segments and Automations - AdTech Standard (Meta/Google Ads)
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Antônio
🔴 The Current Problem (Efficiency Gap)
Currently, the creation of audiences on edrone is based almost exclusively on the logic of inclusion. For a CRM Analyst seeking precision, the lack of a direct “Delete” button in the filter interface requires the creation of multiple “auxiliary” segments to arrive at a simple result. This creates visual pollution on the dashboard and an unnecessary waste of operational time.
🎯 Benchmarking (How AdTechs Operate)
In the Brazilian market, CRM managers come mostly from Paid Media. Platforms such as Meta Ads and Google Ads use Boolean logic natively:
Include: [People who visited the site]
DELETE: [People who converted in the last 30 days]
Technical Tip: Add a “Condition” selector next to each filter, allowing you to toggle between “Match” and “Does not match (Exclude)”, or a global “Add Exclusion Group” button.
💼 Business Case Example (Impact on ROI)
Imagine a margin recovery campaign:
I want to: Filter customers who abandoned their cart (Added to cart).
Necessary Exclusion: Exclude those who purchased products from the “Outlet” category (so as not to give a coupon on top of a discount).
Today at edrone: It's complex and error-prone.
With the Improvement: The analyst does this in 2 clicks, guaranteeing the e-commerce profit margin.
🇧🇷 Nuance of the Brazilian Market
Brazil has one of the most competitive e-commerce ecosystems in the world. Agencies like Propulse manage dozens of accounts where the agility in segmentation dictates whether the customer will have a positive ROI in the week. Facilitating this logic will attract more performance agencies to edrone.
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Antônio
Francelis Guerra, as we said, this functionality is what separates a basic operation from an elite operation here in Brazil. We need this surgical precision to ensure the ROI of our regular customers. With your support to plan this, edrone becomes unbeatable against local competitors. 💜
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Antônio
Hi Magdalena Mamoń, as we manage multiple high-scale operations at Propulse, the lack of a native 'Exclude' button is currently our biggest bottleneck in segment creation. Implementing this logic wouldn't just be a new feature, but a global optimization for the entire UI, reducing the need for redundant segments. This is standard in Meta/Google Ads and essential for professional CRM scaling. Looking forward to seeing this in the Roadmap! 🚀