How to Build a Website Retargeting Audience in Meta
Someone who viewed a product yesterday should not always see the same advert as somebody who has never heard of the brand. A website custom audience creates that separation using events recorded by the Meta Pixel or Conversions API.
Create the audience
- Open Audiences in Meta Business tools.
- Choose Create audience, then Custom audience, then Website.
- Select the correct dataset.
- Choose the event or rule, such as all visitors, ViewContent, AddToCart or a specific URL.
- Set a retention window that matches the buying cycle.
- Exclude purchasers where the campaign is intended to recover non-buyers.
- Name the audience with the source, event and window, then save it.
Small audiences may not deliver, and longer windows can mix high-intent visitors with people whose interest has expired. Build separate windows where volume allows, protect customer privacy and never assume the audience is complete if consent or tracking coverage is limited.
Olivia Robinson
After arriving at a fork in the road in my career I decided to take the plunge and wander purposefully, with determination, into the maelstrom of consultancy in online sales. It's been the most exciting decision I've ever made and I've been able to work with some of the most interesting brands the UK has to offer. I specialise in the intersection of ecommerce and marketing, the part of the Venn diagram that eCommerce & Marketing people don't like to occupy because it takes a lot of plate spinning - this is where I thrive.
After arriving at a fork in the road in my career I decided to take the plunge and wander purposefully, with determination, into the maelstrom of consultancy in online sales. It's been the most exciting decision I've ever made and I've been able to work with some of the most interesting brands the UK has to offer. I specialise in the intersection of ecommerce and marketing, the part of the Venn diagram that eCommerce & Marketing people don't like to occupy because it takes a lot of plate spinning - this is where I thrive.
After arriving at a fork in the road in my career I decided to take the plunge and wander purposefully, with determination, into the maelstrom of consultancy in online sales. It's been the most exciting decision I've ever made and I've been able to work with some of the most interesting brands the UK has to offer. I specialise in the intersection of ecommerce and marketing, the part of the Venn diagram that eCommerce & Marketing people don't like to occupy because it takes a lot of plate spinning - this is where I thrive.
We will happily conduct a free, no-obligation audit on your digital channels, with several key takeaways you can action yourself or request for us to assist you with. It's completey free for now but it is a limited time offer.
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