How to Do Facebook Retargeting in 2025 - The Madgicx Tips

Facebook retargeting remains a powerful tool for businesses looking to maximize their advertising ROI. By reaching out to people who have already shown interest in your brand, you can significantly increase your chances of converting leads into customers. It’s not enough to wait for people to remember your brand; sometimes, you must use a gentle advertising force to nudge them back to your site.

This blog will walk you through everything you need about Facebook retargeting in 2025, from its basics to advanced strategies and best practices.

What is Facebook retargeting?

Facebook retargeting, also known as remarketing, is an advertising technique that allows you to show ads to people who have previously interacted with your business. This could include visitors to your website or those who have taken specific actions like adding items to their cart but not completing a purchase.

The beauty of retargeting lies in its ability to re-engage warm leads – people who are already familiar with your brand and have shown some level of interest. By serving these potential customers with tailored ads, you can nudge them further down the sales funnel and increase your chances of conversion. In fact, retargeting ads are, on average, 76% more likely to get clicked than standard display ads, making them a powerful tool to turn interest into action. 

How does Facebook retargeting work?

Facebook retargeting uses a small piece of code called the Facebook Pixel. This Pixel is placed on your website to track user behavior. When someone visits your site, the Pixel fires and sends information back to Facebook, allowing you to create custom audiences based on specific actions or pages visited.

Here's a step-by-step breakdown of the process:

1. You need to install the Facebook Pixel. 
2. A user visits your website and takes specific actions (e.g., viewing a product page).
3. The Facebook Pixel captures this information and sends it to Facebook.
4. You create a custom audience in Facebook Ads Manager based on specific criteria (e.g., people who viewed a particular product page in the last 30 days).
5. You create an ad campaign targeting this custom audience.
6. Users see your retargeting ads when browsing on Facebook (and Instagram).

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⚠️ It's worth noting that some user data may be limited with the introduction of App Tracking Transparency (ATT) in iOS 14.5, iPadOS 14.5, and tvOS 14.5. Users have more control over their data, and apps must request permission to track activities across other apps and websites. To adapt, Meta recommends using tools like the Facebook Conversions API, which helps advertisers improve tracking accuracy by sending data directly from their server to Meta, enabling more effective campaigns while respecting user privacy.

What are the benefits of Facebook retargeting?

Facebook retargeting offers numerous advantages for advertisers. Here are some key benefits:

1. Higher conversion rates: Since you're targeting people who have already shown interest in your product or service, they're more likely to convert.

2. Increased brand awareness: Even if users don’t convert immediately, repeated exposure to your brand can increase recognition and trust over time.

3. Personalized messaging: You can create highly targeted ads based on specific user actions, making your messaging more relevant and effective.

4. Reduced cart abandonment: With a global cart abandonment rate averaging 70.19% in 2024, retargeting campaigns are invaluable for recovering lost sales. Retargeted ads can bring up to 26% of shoppers back to your site, giving businesses a second chance to convert missed opportunities.

5. Cross-selling and upselling opportunities: You can suggest related products or upgrades to previous customers, driving additional sales by personalizing offers based on prior purchases.

6. Better understanding of your audience: Retargeting data provides valuable audience insights into Facebook user behavior, helping refine your overall marketing strategy.

How to set up a Facebook retargeting campaign

Setting up a Facebook retargeting campaign involves several steps. Here's a guide to get you started:

1. Go to ‘Audiences’ in Ads Manager to create a new custom audience. 

2. Click on ‘Create audience’ and then ‘Custom audience.’

3. Choose your custom audience. You can base this on website visitors, app activity, customer lists, and more. For the sake of this demonstration, I’ve selected ‘Website.’ Tap on ‘Next’ once you’re done. Click on ‘Next’ when done.

4. Next, follow the steps to create a website custom audience: Select your Pixel source, set your desired audience retention duration, and give your audience a clear, descriptive name. You can also either include more people or exclude certain people. Click ‘Create Audience’ afterward.

Now we wait! ⏳Facebook can take up to 30 minutes to generate your new audience.

5. The next step is to head to Ads Manager to make a Facebook ad. Click on ‘Create campaign.’ 

6. Select a campaign objective that best aligns with your goals, such as engagement, traffic, or sales. I’m going with ‘Sales’ for the sake of the retargeting theme. Click ‘Continue’ afterward.

7. Choose to set up your campaign as an Advantage+ shopping campaign or a manual sales campaign. Tap on ‘Continue’ when done.

8. Set your budget and schedule. Decide how much you want to spend and how long you want your campaign to run. Use our free Facebook ad cost calculator to determine how much you need to spend on ads to reach your goals.

9. When you reach the ‘Audience’ section of your campaign setup, you can select the option to retarget ads to people who interacted with your products on and off Facebook. Afterward, you'll need to fill in some details based on your specific retargeting goals:

10. Under ‘Custom audience,’ you can select the Facebook Custom Audience you made earlier. Afterward, click ‘Next.’

11. You’re now ready to create your ad! 🎨🖌️ Design your ad creative, including images or videos, ad copy, and call to action. Make sure your message is tailored to the specific audience you're retargeting.

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12. And that’s it. You can launch and monitor your campaign. Once your campaign is live, watch its performance closely and adjust as needed.

Facebook retargeting best practices

To make the most of your Facebook retargeting campaigns, follow these best practices:

1. Segment your audience - Don't treat all website visitors the same. Create different audiences based on specific actions or pages visited and tailor your messaging accordingly.

2. Monitor and adjust frequency: High ad frequency isn’t always alarming—some campaigns with higher frequencies can still deliver great ROAS. However, if an ad set isn’t performing well and the frequency is high, consider limiting how often your audience sees the same ad to about 3-5 views per person to avoid fatigue. Regularly review metrics like CTR and conversions to determine the right balance.

3. Set appropriate time windows - Consider how long your sales cycle typically is and set your audience retention duration accordingly. For example, a 30-day window might suit most products, but big-ticket items might warrant a longer timeframe.

4. Create compelling ad creatives - Use eye-catching visuals and clear, concise copy that speaks directly to your audience's needs or interests.

5. Offer incentives - Consider offering special discounts or promotions to entice users to your site. A limited-time discount, for example, could drive urgency. In fact, 67% of shoppers report being motivated by discounts and making an unplanned purchase when offered a discount. If you're unsure how to price your discount, starting with 50% off can be a solid choice, as it's a popular option among advertisers. Test different discount levels to find what resonates best with your audience.

6. Test different ad formats - Experiment with various ad types like carousel ads, video ads, or collection ads to see what resonates best with your audience. Testing diverse formats allows you to gauge which format drives the most engagement, clicks, or conversions, giving you a clear picture of what your audience finds appealing.

7. Implement cross-device retargeting - Many users browse on mobile but purchase on desktop. Ensure your retargeting strategy accounts for this behavior by syncing data across devices to create a seamless experience, ensuring no leads slip through the cracks during the transition from browsing to buying.

8. Use exclusion audiences - Ads Manager allows you to set up and manually create custom audiences for exclusion, enabling you to exclude people who have already converted and avoid wasting ad spend or potentially annoying customers. By excluding these individuals, you can focus your budget on prospects more likely to take the desired action, ultimately improving efficiency and ROI.

9. Align your landing pages - Ensure the page you send users to matches the ad they clicked on for a seamless experience. For example, if your ad highlights a specific product, take users directly to that product’s page to eliminate friction and boost the likelihood of conversion.

10. Regularly update your creative - Keep your ads fresh to maintain engagement and combat ad fatigue. Rotating visuals, copy, and formats frequently ensures your audience remains interested, while new creatives give you more data to refine what works best.

To optimize your retargeting efforts, use Madgicx's Audience Launcher, one of Madgicx’s tools designed to enhance audience and ad management. This AI-powered tool quickly creates ready-to-launch retargeting audiences (and other audience types across the funnel), saving you time and boosting campaign efficiency.

Plus, Madgicx’s pre-built audiences include automatic exclusions, so you don't have to worry about manually excluding audiences or dealing with costly overlaps. This makes reaching the right audience both faster and more efficient. Ready to take your Facebook retargeting seriously? Try Madgicx for free today.

Facebook retargeting ad examples

Let's look at some Facebook retargeting ad examples to inspire your campaigns:

1. Cart abandonment retargeting

Cart abandonment retargeting focuses on re-engaging shoppers who added items to their cart but didn’t complete the purchase. Showing tailored ads featuring abandoned items or related offers encourages these users to return and finalize their transactions.

This is a great cart abandonment ad for several reasons:

• Addresses hesitation directly: The ad begins with "Still on the fence?"—a relatable question that targets users who showed purchase intent but didn’t follow through. It acknowledges their hesitation and nudges them to reconsider.
• Clear incentive: Offering free shipping with a promo code removes a common barrier to purchase: additional costs. This adds a sense of urgency and value, enticing users to complete their transactions.
• Eye-catching design: The bold "Free Shipping" headline is prominently displayed, immediately grabbing attention and highlighting the offer. The product is beautifully showcased, reminding users of what they’re missing.
• Call to action: The “Shop now” button ties everything together, making it easy for users to return to their carts and complete their purchases.

2. Cross-sell retargeting: 

Cross-sell retargeting involves showing ads to customers who have already purchased, encouraging them to buy complementary or related products. This Salt & Stone ad targets people who have purchased their deodorant by serving ads for scented body mists. Doing this helps businesses increase their average customer value.

This is an excellent cross-sell ad because it:

• Highlights existing customer affinity: The ad targets customers who love the brand's deodorant. Highlighting their satisfaction with one product opens the door to introducing a complementary item, the Body Mist, in matching signature scents, making it feel like a natural extension of their routine rather than an entirely new purchase.
• Focuses on similar features: The ad reassures customers that the new product will deliver the expected quality by emphasizing that the Body Mist shares the same award-winning scents as the deodorant.
• Features elegant visuals: The clean, minimalistic imagery of the deodorant and Body Mist together visually links the products, reinforcing the idea that they’re part of a cohesive collection.

3. Content retargeting: 

Content retargeting involves targeting users who have engaged with specific content on your website, app, or social media, such as blog posts, videos, or guides. The goal is to re-engage these users with tailored ads that encourage further interaction or move them further down the sales funnel, such as signing up for a newsletter or purchasing a product related to the content they viewed.

ClickUp’s ad is a great example of a content retargeting ad for a few reasons:

• Builds on previous engagement: By starting the copy with “Loved our productivity guide?”, they’re speaking directly to users who interacted with previous content. It feels personal and tailored, as though you're continuing a conversation rather than pitching something cold. This creates a sense of continuity, which is the essence of a retargeting content ad.
• Natural next step: The line “Here’s the next step to supercharge your team…” smoothly guides the audience toward a deeper level of engagement. It frames the new content as the logical progression to the value they’ve already received, reducing decision friction. This “step-by-step” approach makes the ad feel helpful, not pushy.
• The headline on the artwork addresses a pain point right away: “What’s sabotaging your team’s productivity? Eliminate barriers to communication and work.”—hits a core pain point for their target audience. The hook grabs attention because it highlights a common frustration they’re likely experiencing.
• Offers a clear solution: The copy emphasizes delivering the actionable value: “Get solutions and templates from operational leaders.” This is gold for busy teams because it promises quick wins and tools they can immediately use, often the deciding factor for downloading content.

• Double CTA: When focused on Facebook lead ads, having dual CTAs helps ensure no step is missed in guiding users toward the desired action. Some people might click immediately after seeing the artwork, while others will interact with the button after reading the ad. Together, the two CTAs work seamlessly to maximize conversions. 

4. Product view retargeting: 

Product view retargeting targets users who have viewed specific product pages on your website but didn’t take any actions, such as purchasing. These ads are designed to remind browsers of the product they showed interest in. 

Why this simple real estate ad works:

• Personalized relevance: By referencing their search behavior (“Searching for the perfect home in Greater Boston?”), the ad feels highly tailored, reminding users of their interests and gently guiding them back into decision-making.
• Strategic retargeting: Since this ad targets users who have already viewed homes in Greater Boston (likely on a product page), it nurtures their interest further by providing a logical next step: connecting with Suzanne & Company for personalized assistance.
• Visual reinforcement: The artwork, showing homes similar to what the user may have browsed, helps reignite interest and creates a sense of familiarity. It subtly signals that the company understands their preferences, building trust and engagement.

5. Event retargeting

Event retargeting focuses on re-engaging users who have shown interest in an event but didn’t complete an action, such as purchasing tickets or registering. These ads often include time-sensitive offers, like early bird discounts or reminders, to encourage users to follow through while emphasizing urgency or exclusivity to boost conversions.

Reasons why this event retargeting ad works:

• Direct and straightforward copy: The ad wastes no time addressing the viewer’s behavior: “You left without enrolling…” This clear and conversational approach acknowledges the user’s previous interest in the event and reminds them they haven’t completed the process. It also adds urgency and a sense of opportunity with phrases like “There is still time,” encouraging immediate action.
• Seamless call to action: The “JOIN NOW” button makes it easy for users to act without unnecessary steps. Coupled with the direct post copy (“Click the link below to get access”), it simplifies the enrollment process, removing friction and increasing the likelihood of conversions.

6. App engagement retargeting:

App engagement retargeting focuses on users who have previously downloaded and interacted with your app but have since become inactive. 

Did you know that most apps lose 77% of their daily active users within three days of installation? No wonder companies like Duolingo need a retargeting strategy to reel them back in!

Here’s why this ad works:

• Personalized messaging: The copy, "Your Spanish lessons miss you!" immediately establishes a friendly and personalized tone. It reminds users of their past interactions with the app, creating a sense of connection. By referencing the user’s learning progress, the ad gently nudges them back without being pushy.
• Clear call to action: The CTA, both in the post copy ("Tap below to jump back in") and the banner ("Open the app"), is straightforward and frictionless. It makes it incredibly easy for users to resume lessons with a single tap. Users don't need to search for the app or log in again, which is crucial in retaining attention.
• Playful visual appeal: The image of Duolingo’s mascot in a fun, thematic outfit (a mariachi costume) adds personality and charm. It grabs attention while aligning with the ad’s theme (learning Spanish), reinforcing the app's branding.
• Highlights progress: "Pick up where you left off and say hola to fluency" reminds users that their previous effort wasn’t wasted, making it appealing to return and continue learning. This approach utilizes a psychological trigger known as the Zeigarnik Effect—the tendency for people to remember and be bothered by unfinished tasks.

7. Customer loyalty retargeting

These types of Facebook ads focus on re-engaging existing customers who have made previous purchases or interacted with your brand, aiming to deepen their relationship with your company. This strategy uses tailored ads to encourage repeat purchases, promote loyalty programs, or introduce new products to these loyal customers.

The goal is to reinforce brand loyalty, increase lifetime value, and maintain an ongoing connection with your audience. Targeting customers who already know and trust your brand is more cost-effective than acquiring new customers.

Here’s what this premium sports fashion brand gets right:

• Exclusive offer for members: The ad targets existing customers by offering pre-access to a ski sale with a 30% discount, which incentivizes loyalty and reinforces the value of being a member. This approach makes customers feel valued and encourages repeat engagement.
• Sense of urgency and exclusivity: By using language like "Exclusively for members" and emphasizing the pre-sale, the ad creates an air of exclusivity and urgency, motivating customers to take action before the sale becomes public.
• Clear, simple presentation: Because the ad targets Peak Performance's exclusive members, it is intentionally simple and avoids overselling—its audience already knows the brand's value and quality. It communicates the offer and what the customer gains, which is crucial for retaining interest and encouraging immediate action, especially for those familiar with the brand.

These examples demonstrate how retargeting can be customized to various business goals and audience behaviors. For more inspiration, check out our Facebook Ad Library, which showcases endless ad examples across different industries.

FAQs

It’s time for some of the most common inquiries surrounding Facebook retargeting:

What is the difference between remarketing and retargeting on Facebook?

While the terms "remarketing" and "retargeting" are often used interchangeably, there is a subtle difference:

Retargeting typically refers to online ad placements and display ads, which we do on Facebook. It involves showing ads to people who have interacted with your website or mobile app.

Remarketing originally referred to re-engaging customers through email. However, Google Ads uses "remarketing" to describe what most people call retargeting.

In the context of Facebook advertising, both terms essentially mean the same thing: showing ads to people who have previously interacted with your brand.

What is the difference between prospecting and retargeting on Facebook?

Prospecting and retargeting are two different strategies in Facebook advertising:

Prospecting involves reaching out to new potential customers who haven't interacted with your brand before. These are often referred to as "cold" audiences. Prospecting campaigns aim to introduce your brand to new people and generate initial interest.

Retargeting focuses on bringing back people who have already shown some interest in your brand. These are "warm" audiences who have visited your website or taken other actions indicating interest, like adding an item to their cart or browsing specific pages.

While prospecting helps you expand your customer base, retargeting helps convert interested parties into customers. A well-rounded Facebook ad strategy often includes both prospecting and retargeting campaigns. For more information on targeting strategies, check out our guide on Facebook ad targeting.

Conclusion

Facebook retargeting is a powerful tool in any digital marketer's arsenal. You can significantly boost your conversion rates and ROI by effectively re-engaging people who have already shown interest in your brand. Remember to segment your audiences, create compelling ad creatives, and continuously test and optimize your campaigns for the best results.

Keep in mind that Facebook retargeting is constantly changing. Stay up-to-date with the latest Facebook ad costs, Facebook ad sizes, and best practices to ensure your campaigns remain potent and effective.