Glossary
Retargeting
Retargeting means showing ads to people who have already interacted with your business, such as visiting your website or watching your videos.
Example
Someone visits your pricing page but doesn't book. Over the next week they see an ad with a testimonial and a booking link.
How to read it
Retargeting often looks great in platform reports because it reaches people who were going to buy anyway. Check it against real sales.
Why it matters
Most people don't buy on their first visit. Retargeting keeps you in front of warm prospects at a low cost.
Common mistakes
- Showing the same ad too often, which annoys people.
- Retargeting people who already bought.
- Crediting retargeting for sales it didn't cause, which platform reports often do.
How to improve Retargeting
- Show proof and answers to objections, not the same ad again.
- Cap how often people see your ads.
- Exclude people who already bought.
- Refresh retargeting creative regularly.
Related: Facebook ads management
Related terms
Meta PixelThe Meta Pixel is a piece of code on your website that tells Meta when people who saw your ads take actions like viewing a page, filling in a form or booking.Ad FatigueAd fatigue happens when the same people see your ad so often that they stop paying attention, so results drop and costs rise.Marketing AttributionMarketing attribution is working out which ads and channels led to each lead and sale, so you know what's actually working.