How To Retarget Audience On Facebook Ads

Retargeting serves as an effective marketing tactic, enabling you to display ads tailored to individuals who have previously interacted with your brand or website. Facebook Ads stands out as a leading platform for such retargeting efforts. Throughout this piece, I’ll divulge my own experiences and furnish you with an in-depth manual on successfully retargeting your audience using Facebook Ads.

Understanding Retargeting on Facebook Ads

Before we dive into the process, let’s quickly understand what retargeting is and why it is important. Retargeting works by placing a tracking pixel on your website, which enables you to track visitors and their actions. With this data, you can then create custom audiences and show them specific ads based on their previous interactions with your brand.

I first started using Facebook Ads for retargeting when I noticed that many visitors were leaving my website without making a purchase. I realized that by retargeting these visitors, I could remind them about my products and potentially encourage them to come back and complete their purchase.

Setting Up the Facebook Pixel

The first step in retargeting on Facebook Ads is to set up the Facebook pixel on your website. The pixel is a small piece of code provided by Facebook that you need to place on every page of your website. This allows Facebook to track the actions of your website visitors.

To set up the Facebook pixel, you will need to go to your Facebook Ads Manager and navigate to the “Pixels” tab. From there, you can create a new pixel and copy the code provided. Once you have the code, you can either manually place it on your website or use a plugin or tag manager to do it for you.

Creating Custom Audiences

Once the Facebook pixel is set up and tracking visitors, you can start creating custom audiences. Custom audiences allow you to segment your website visitors based on their actions and show them targeted ads. There are several ways to create custom audiences on Facebook Ads:

  • Website Traffic: This allows you to target people who have visited specific pages or taken certain actions on your website. For example, you can create an audience of people who added items to their cart but didn’t complete the purchase.
  • Engagement: This allows you to target people who have engaged with your content on Facebook or Instagram. You can create an audience of people who have watched a certain percentage of your videos or interacted with your Instagram profile.
  • Customer Files: If you have a list of customer emails or phone numbers, you can upload them to Facebook Ads Manager and create a custom audience based on that data. This allows you to target your existing customers with exclusive offers or promotions.

I personally found the website traffic option to be the most effective for retargeting. By targeting people who have already shown interest in my products, I was able to maximize my ad spend and achieve better results.

Creating Effective Retargeting Ads

Now that you have your custom audiences set up, it’s time to create the ads that will be shown to these audiences. When creating retargeting ads, it’s important to consider the following:

  • Image or Video: Choose a visually appealing image or video that will catch the attention of your audience. Make sure it is relevant to the product or service you are promoting.
  • Compelling Copy: Write a clear and concise message that highlights the benefits of your product or service. Use persuasive language to encourage your audience to take action.
  • Call-to-Action: Include a strong call-to-action in your ad, such as “Shop Now” or “Learn More”. This will guide your audience towards the desired action.

Throughout my retargeting campaigns, I have found that testing different ad formats and creatives is crucial. By monitoring the performance of each ad and making adjustments based on the data, I was able to optimize my campaigns and achieve higher conversion rates.

Monitoring and Optimizing Performance

Once your retargeting campaigns are live, it’s important to continuously monitor and optimize their performance. Facebook Ads Manager provides valuable insights and metrics that can help you make data-driven decisions. Some key metrics to keep an eye on include:

  • Click-through Rate (CTR): This measures the percentage of people who clicked on your ad. A high CTR indicates that your ad is resonating with your audience.
  • Conversion Rate: This measures the percentage of people who completed the desired action, such as making a purchase or signing up for a newsletter.
  • Return on Ad Spend (ROAS): This measures the revenue generated for every dollar spent on ads. A high ROAS indicates a profitable campaign.

By closely monitoring these metrics, I was able to identify underperforming ads and make necessary adjustments. Whether it was tweaking the ad copy, testing different visuals, or refining the targeting, continuous optimization was key to achieving successful retargeting campaigns.


Retargeting on Facebook Ads is a powerful strategy that can help you reach and engage with your audience effectively. By leveraging the Facebook pixel, creating custom audiences, and optimizing your ads, you can maximize your advertising efforts and drive better results for your business. Remember to continuously monitor and tweak your campaigns based on the available data to ensure ongoing success.