Set Up A Facebook Retargeting

When you use dynamic ads, people may automatically see the products or similar products to what they saw previously. You can use retargeting with dynamic ads to remind people about products that they’ve previously browsed or purchased on your website, mobile app, Marketplace and Instagram Shopping.

Note: Due to Apple’s iOS 14 policy updates, as more people adopt iOS 14.5+, the size of your retargeting audiences may decrease.

Requirements for retargeting

• Facebook pixel/app events: You need a Facebook pixel implemented on your website, and you will need to use standard events to report which product IDs from your catalogue are being viewed, added to basket and purchased. If you want to retarget your ads to people on a mobile app, you can set up app events. If you’re not sure how to set up a pixel or app events, consider contacting a website or app developer.=.
• Catalogue: You need a catalogue to use dynamic ads. If supported, you can use an existing data feed from one of Facebook’s integrations (e.g. Shopify). If you don’t have a catalogue, learn how to create a catalogue.

How to retarget an audience

1. Go to Ads Manager and create your dynamic ad or open an existing one.
2. In your ad set, find the Audience section and choose Retarget ads to people who interacted with your products on and off Facebook.
3. Select a retargeting option, update the corresponding number of days and choose the products to include.

Note: If you choose Custom combination, you can specify which audience interactions to include or exclude. For example, you could include people who added products to their basket in the last 45 days and exclude people who purchased products in the last 45 days.

Expand your retargeting reach

You can reach more people when you use a larger audience. To include prospective customers in your retargeting campaign, you can use automated Lookalike Audiences in addition to your retargeting audience.

When you turn on the automated Lookalike Audience option, we automatically create a Lookalike Audience based on your retargeting selections. If you choose to not use the automated Lookalike Audience, you may see a decrease in your audience size.

To create an automated Lookalike Audience:

1. Define your retargeting audience, then go to the Automated Lookalike Audience option.
2. Select the switch to turn it on.
3. Ensure that your Custom Audience is set to Expand.
4. Find your newly created automated Lookalike Audience under Lookalike.

Note: You can’t make edits to the automated Lookalike Audience that we create.

5. To use this audience, continue creating your ad set. (To remove this audience, either close it or select the automated Lookalike Audience switch to turn it off.)

Note: Your estimated audience size range may vary depending on your audience selections. It may also update once you’ve updated your campaign.

Automated Lookalike Audiences may not be available if:

• Your source audience is too small to use for a Lookalike Audience.
• You turn it on and then disable it. (Turn it back on to automatically recreate it.)
• You turn it on then make changes to your audience or location. (This turns it off. Once you have made your changes, turn on automated Lookalike Audiences again to use it.)
• You change the Custom Audienceexpand option to Narrow. (Selecting Narrow disables automated Lookalike Audiences.)