Retargeting (also called remarketing) is showing ads to people who have already interacted with your business, visited your site, added to cart, watched a video or engaged with your Page, to bring them back and convert them.
Common retargeting audiences
- Cart abandoners: added to cart but didn’t buy
- Product viewers: viewed a product page
- Engagers: interacted with your Page, Instagram, videos or lead forms
- Past customers: for repeat purchases (exclude them from first-purchase campaigns)
Best practices
- Split audiences by recency (0 to 7, 8 to 30, 31 to 60 days).
- Run a sequence: Reminder → Social proof → Offer.
- Exclude recent buyers and cap frequency (around 2 to 3 a week).
Full guide: How to retarget cart abandoners on Facebook.
Related: Read the full guide → · All glossary terms →