Retargeting (also remarketing) is advertising to warm audiences. Prospecting is advertising to cold ones.
Common retargeting audiences
- Site visitors and product viewers
- Add to cart without purchase
- Video viewers and page or profile engagers
- Past customers, for repeat orders
How it's changed
Many large accounts now run mostly broad campaigns, where Meta reaches both new and returning people in one place. Separate retargeting still works for offers, reminders and objection-handling ads.
A measurement warning
Retargeting looks cheap because it catches people already on their way to buying. Some of those sales would have happened anyway. Check it with a lift test before you scale it. See incrementality.
More: How Meta attribution works.
Related: catalog ads, broad targeting.
