The pieces behind it
| Piece | Meta | |
|---|---|---|
| Tracking code | Google tag | Meta Pixel |
| Audience list | Your data segments | Website custom audiences |
| Longest window | 540 days | 180 days for most events |
| Where ads show | Display, YouTube, Gmail, Search | Facebook, Instagram, Messenger |
Build lists by intent
Not every visitor is equal. Someone who opened your pricing page or started a form is closer to buying than someone who read a blog post. Build separate lists, so warmer visitors get stronger offers and higher bids.
Lists worth building first
- Service page visitors in the last 30 days
- Form starters who did not submit
- Pricing or booking page visitors
- Video viewers who watched most of a video
Our rule. Cap how often people see your ads and exclude anyone who already converted. Change the creative every few weeks. Seeing the same ad too often annoys people and wastes money.
Privacy rules shape what works
Browsers and phones limit tracking more each year, so lists shrink. Consent banners in some regions also keep people off your lists. Customer lists you upload, from people who gave you their details, help fill the gap.
Good example. A pool builder retargets people who viewed its pricing page with a video tour of finished pools and a design call offer.
Bad example. A pool builder shows the same banner to everyone who visited, including job seekers who read the careers page.
Read how long a remarketing audience should last. Our PPC management builds lists by intent.