Retargeting shows ads to people who have already visited your site, keeping your brand top of mind and encouraging them to return and convert.

Website Retargeting on Meta

Requirements

  • Meta Pixel installed on your website
  • Sufficient traffic volume (at least 1,000 visitors per month)

Setting Up Retargeting Audiences

  1. Go to Audiences in Meta Ads Manager
  2. Click Create Audience, then Custom Audience
  3. Select Website as the source
  4. Define your criteria (all visitors, specific pages, time window)
  5. Name your audience and save

Retargeting Segments We Recommend

  • All Visitors (30 days): General retargeting
  • Product Viewers (14 days): Product-specific ads
  • Cart Abandoners (7 days): Urgency-focused offers
  • Recent Purchasers (180 days): Cross-sell, reviews, loyalty

Creative Best Practices

Retargeting creative should acknowledge the user previous interaction. "Still thinking about it?" or "Complete your purchase" perform better than generic ads.