TL;DR
Retargeting shows ads to people who already interacted with your business. Structure by funnel stage: warm retargeting (visited site in last 7 days but no conversion — show offer or urgency), mid-funnel (engaged with content or added to cart in last 30 days — show social proof or testimonials), and re-engagement (past customers or 60-180 day visitors — show new products or seasonal offers). Use exclusions to prevent showing retargeting ads to recent converters. Keep frequency below 3-4 per week to avoid ad fatigue.
Overview
Retargeting shows ads to people who already interacted with your business. Structure by funnel stage: warm retargeting (visited site in last 7 days but no conversion — show offer or urgency), mid-funnel (engaged with content or added to cart in last 30 days — show social proof or testimonials), and re-engagement (past customers or 60-180 day visitors — show new products or seasonal offers). Use exclusions to prevent showing retargeting ads to recent converters. Keep frequency below 3-4 per week to avoid ad fatigue.
Related Guides
See our complete Meta Ads guide library for detailed coverage of pixel setup, campaign creation, audience building, creative best practices, and optimisation strategies.
Frequently asked
Questions & answers
How long does setup take?
Most configurations take 10-30 minutes. Full campaign setup and optimisation is an ongoing process.
What if something goes wrong?
Meta provides diagnostic tools in Events Manager and Account Quality. Use these to identify and resolve issues quickly.
Where can I get support?
Meta's Business Help Center, your account representative (if available), and our related guides cover common scenarios.
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