Most people who visit your website or open your Instagram profile do not buy on the first visit. Retargeting is how you show a relevant ad to those people again, and the Meta Pixel is the tool that makes it possible.
What the Meta Pixel is
The Meta Pixel is a small piece of code that you add to your website. It records what visitors do on your pages and sends that information to Meta, so your ads can be shown to the right people and results can be measured.
Which events are worth tracking
- Page view: someone opened a page on your site.
- View content: someone looked at a specific product or service page.
- Lead: someone sent a contact form or requested a call.
- Purchase: someone completed an order on your site.
Simple retargeting audiences to start with
- Website visitors from the last 30 days who did not send a request.
- People who watched most of your videos or Reels.
- People who engaged with your Instagram or Facebook page.
Keep these audiences small and specific. A short message that reminds people of what they looked at usually works better than a generic ad.
Privacy and consent
If your site uses a pixel, tell visitors about it in your privacy policy and respect cookie consent rules. Clear communication builds trust and protects your business.
Frequently asked questions
Do I need a website to use retargeting?
No. You can also retarget people who engaged with your Instagram or Facebook page or watched your videos, although a website with a pixel gives you more options.
How long should a retargeting audience be?
Start with 7 to 30 days. People who visited recently are more likely to remember you, and you can test longer periods later.
Read next
- Facebook and Instagram Ads Targeting in Armenia: How to Reach the Right People
- Meta Ads Campaign Objectives Explained: Which One to Choose for Your Business Goal
- Facebook Ads vs Instagram Ads: Where Should a Small Business Advertise?
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