Most visitors don’t buy on their first visit. Retargeting ads show a reminder to people who already know you – website visitors, cart abandoners, video viewers and followers. Because they are warm, retargeting usually has the best return of any Facebook campaign.
Audiences to build
| Audience | Source | Window |
|---|---|---|
| Added to cart, no purchase | Meta Pixel | 7–14 days |
| Viewed product | Meta Pixel | 14–30 days |
| All website visitors | Meta Pixel | 30–90 days |
| Video viewers (50%+) | Facebook/Instagram | 30–180 days |
| Page / profile engagers | Facebook/Instagram | 90–365 days |
Retargeting needs a working Meta Pixel and Conversions API.
A simple 3-step funnel
1. Reminder
Show the exact product they viewed with Advantage+ catalog ads.
2. Trust
Reviews, delivery promise, refund policy.
3. Offer
A small discount or free shipping for cart abandoners.
Best practices
- Exclude recent buyers
- Cap frequency – refresh creatives when frequency rises
- Use catalog / dynamic product ads for stores
- Retarget on Google too – display remarketing
Recover lost salesFacebook retargeting ads from $70.
FAQ
How big should a retargeting audience be?
Even a few thousand people can work. Combine audiences if they are very small.
Is retargeting allowed?
Yes, with proper consent and a clear privacy policy that mentions advertising cookies.
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