70% of the people who add a product to their cart in your e-shop never complete the purchase. Seventy percent. Out of every ten people who pick out an item and click "add to cart," seven leave without paying.
Where do they go? A phone call interrupts them. They want to compare prices. They tell themselves "I'll buy it tomorrow." Or they simply forget.
Retargeting is how you get them back. You show them an ad for exactly the product they were looking at — with a review, a discount code, or simply a reminder: "hey, you forgot about these shoes." And it works: retargeting campaigns average a 4–10× higher ROAS than cold-audience campaigns, and a conversion rate almost twice as high.
In this article I'll show you six specific types of retargeting ads with examples — what to write, which image to use, who to show it to, and when. Plus how retargeting works in the Andromeda era of 2026, now that so much has changed.
In this article:
- What retargeting is (and why you need it)
- 6 types of retargeting ads (with examples)
- Retargeting in the Andromeda era — what changed
- How to set up retargeting audiences
- How much budget to put into retargeting
- 5 retargeting mistakes
- FAQ
The short version for those who don't have time to read the whole thing
- 70% of people abandon their cart without buying. Retargeting is the most effective way to bring them back. Retargeting ROAS: 4–10× (vs. 2–3× for cold traffic). Conversion rate: 11.4% (almost 2× vs. cold audiences).
- 6 types of retargeting ads: abandoned cart (urgency + discount), product viewers (social proof), general visitors (education), video viewers (offer), social engagers (CTA), existing customers (upsell/cross-sell). Each type has a different purpose, a different creative and a different audience window.
- Andromeda retargets automatically inside broad campaigns. In 2026, separate retargeting mainly makes sense for cart abandonment, DPA and sequential storytelling. For most other cases, strong creatives in a broad campaign are enough.
- Optimal retargeting budget: 20–25% of total spend. More makes no sense — retargeting audiences are small. The rest (75–80%) goes toward feeding new people into the funnel.
- CAPI (server-side tracking) is the foundation. Without it you lose 30–50% of your conversion data and your retargeting targets an incomplete group of people. Pixel + CAPI = mandatory kit.
What retargeting is (and why you need it)
Retargeting (or remarketing — they're the same thing) means showing ads to people who have already come into contact with your brand. They visited your site, looked at a product, put something in the cart, follow you on Instagram, or watched your video.
Why is it so effective? Because these people already know you. You don't have to explain who you are and what you do. You just need to overcome one last doubt — and that's far easier (and cheaper) than convincing a complete stranger.
The numbers speak for themselves:
Metric | Retargeting | Cold traffic (new audience) |
ROAS | 4–10× | 1.5–3× |
CTR | 0.9–1.2% | 0.1–0.3% |
Conversion rate | 11.4% | 6.1% |
CPC | Higher (smaller audience) | Lower (larger audience) |
Retargeting isn't cheaper per click — it's more effective per conversion. You pay more per click, but far more people buy.
6 types of retargeting ads (with examples)
Type 1: Abandoned cart — "Did you forget something?"
Who: People who added a product to cart but didn't complete the purchase.
Audience window: 1–7 days (the sooner the better — after a week, interest drops sharply).
Goal: Urgency + overcoming the last barrier.
Example creative (clothing e-shop):
Format: Carousel with the products from the cart (dynamic ad)
Copy: "Your cart is waiting — but not forever. Free shipping until midnight. 🛒"
CTA: Complete your purchase
Example creative (electronics e-shop):
Format: Static product image
Copy: "Still thinking about those headphones? 847 people bought them this month. Only 12 left in stock."
CTA: Buy now
What works:
- Urgency (limited time, limited stock)
- Free shipping as an incentive
- A reminder of the specific product (DPA — dynamic ads from the catalog)
💡 **TIP:** Don't use a discount right away in your first retargeting ad. First remind them (day 1–3), then add social proof (day 3–5), and offer a discount only as a last safety net (day 5–7). Otherwise you teach customers to wait for a discount.
Type 2: Product viewers — "Here's proof it's worth it"
Who: People who viewed a product page but didn't add it to cart.
Audience window: 7–14 days.
Goal: Overcome doubts with social proof.
Example creative (cosmetics e-shop):
Format: UGC video — a customer shows a before/after
Copy: "'This cream transformed my skin in 3 weeks.' — Petra, 34, Prague. Read another 230 reviews on our site."
CTA: Learn more
Example creative (furniture e-shop):
Format: Carousel — the product in different interiors
Copy: "We've already delivered this sofa to 450 living rooms across Czechia. How would it look in yours? Free returns within 30 days."
CTA: Take a look
What works:
- Social proof (reviews, number of sales, customer photos)
- Guarantees (free returns, 100% satisfaction)
- Showing the product in context (what it looks like in real life)
Type 3: General website visitors — "Still undecided? Here's some help"
Who: People who visited your site but didn't view a specific product (homepage visitors, blog readers).
Audience window: 14–30 days.
Goal: Education and building trust.
Example creative (online courses):
Format: Video — a 60-second preview of the course
Copy: "You've been on our site but aren't sure the course is right for you? Here's a 60-second taster. And the first lesson is free — no commitment."
CTA: Try it for free
Example creative (bedding e-shop):
Format: Infographic — "5 facts about dust mites that will convince you"
Copy: "You've browsed our site but haven't decided yet? We get it — it's an important investment. Here are 5 reasons why 4,200 families switched to our anti-allergy bedding."
CTA: Learn more
What works:
- Educational content (not a sales pitch — value)
- A free trial
- Empathy ("we understand you're hesitating")
Type 4: Video viewers — "You've seen how it works. Now it's time to try it"
Who: People who watched 50–75% of your video.
Audience window: 14–30 days.
Goal: Conversion — these people showed interest (they watched most of the video), now they need a nudge.
Example creative:
Format: Static image with an offer
Copy: "You saw how our cleaning paste works on yellowed tiles. Now you can try it yourself — with 15% off your first order. Code: TRYITNOW"
CTA: Buy at a discount
What works:
- Tying into the content they saw
- A clear offer (discount, bonus, trial)
- Urgency (a time-limited code)
Type 5: Social engagers — "You already follow us, so take the next step"
Who: People who interacted with your Instagram or Facebook profile (likes, comments, shares, saves, messages) — but haven't visited your site.
Audience window: 30–90 days.
Goal: Move them from "fan" to "customer."
Example creative:
Format: Carousel — top 3 products + the brand story
Copy: "Thanks for following us! As a thank-you, here's 10% off your first purchase. Code: THANKS10. What will you try first?"
CTA: Shop now
What works:
- Personalization ("you follow us")
- An exclusive offer just for followers
- A low-friction CTA (not "Buy now," but "What will you try?")
Type 6: Existing customers — upsell and cross-sell
Who: People who have already bought. A customer list or a Purchase event.
Audience window: 30–180 days from the last purchase.
Goal: A repeat purchase or a higher order value.
Example creative (cross-sell):
Format: DPA — products from a category they haven't bought yet
Copy: "You have our anti-allergy covers. How about a pillow to go with them? Customers who bought the set sleep 47 minutes longer on average. (Yes, we measured it.)"
CTA: Browse pillows
Example creative (upsell):
Format: Video — an upgrade offer
Copy: "Three months ago you started with our basic package. 80% of customers move up to Premium after 3 months — and their revenue grows by 40% on average. Want to know why?"
CTA: Learn more about Premium
What works:
- Personalization based on purchase history
- Data and numbers (social proof)
- Timing (30–90 days after purchase — don't pester them right away)
Retargeting in the Andromeda era — what changed
In 2026, Facebook retargeting has fundamentally changed. If the last time you set up retargeting was a year or two ago, this is what you need to know.
Andromeda retargets automatically
When you launch a broad campaign (broad targeting, no interests), Andromeda automatically recognizes users who have already interacted with your brand. And it prioritizes showing them the ad — without you setting anything up.
That doesn't mean separate retargeting is dead. It means its role has narrowed to specific cases where you need different messaging than in the main campaign.
When separate retargeting still makes sense
- Cart abandonment — a specific urgency message you don't want to mix with acquisition ads
- DPA (dynamic product ads) — automatically showing exactly the product the user viewed
- Sequential storytelling — a narrative sequence (day 1: reminder, day 3: social proof, day 5: offer)
- Upsell/cross-sell — to existing customers, with different messaging
- Budget control — you want to guarantee that exactly as much goes to retargeting as you intend
What changed with first-party data
Retargeting lives and dies by the quality of your data. In 2026, CAPI (Conversions API) is a must — server-side tracking that captures the conversions the pixel misses because of ad blockers.
Without CAPI you lose 30–50% of your conversion data. That means your retargeting targets an incomplete group of people. Imagine you want to reach 100 people who added to cart — but you only see 50 of them. The other half is invisible.
Customer lists (hashed customer emails uploaded to Meta Business Manager) are another key source. They serve as training data for the AI and as the basis for retargeting existing customers.
How to set up retargeting audiences
Audience structure — one ad set, not five
The most common mistake: 5 retargeting ad sets, each with a budget of 200 CZK/day (≈ €8). None of them has enough data to learn.
The right approach: Merge all your retargeting audiences into a single ad set:
- Website visitors (30 days)
- Add to Cart (14 days)
- Initiate Checkout (7 days)
- IG/FB engagers (60 days)
- Video viewers 75%+ (30 days)
Exclusions: Buyers from the last 30 days (they belong in an upsell/cross-sell campaign, not in retargeting).
Retargeting windows — how long to target
Audience | Optimal window | Why |
Cart abandoners | 1–7 days | Interest drops fast. After 7 days, most are gone. |
Product page viewers | 7–14 days | Still weighing it up, but they need a nudge. |
Website visitors (general) | 14–30 days | A wider safety net for education. |
Video viewers | 14–30 days | They showed interest, but aren't in buying mode. |
Social engagers | 30–90 days | A longer window, because the relationship is looser. |
Existing customers | 30–180 days | Upsell timing depends on the product type. |
Sequential retargeting — a narrative sequence
Instead of one ad for all your retargeting audiences, build a sequence:
Day 1–3: Reminder — "Your cart is waiting" / "You saw this"
Day 3–7: Social proof — reviews, number of sales, UGC
Day 7–14: Offer — discount, free shipping, bonus
Day 14+: Last chance — "Today is the last day" / urgency
You don't have to handle this technically through separate campaigns. It's enough to have ads in your retargeting set covering all three phases — Meta decides for itself what to show whom and when.
How much budget to put into retargeting
The rule: 20–25% of your total ad budget on retargeting. The rest on feeding in new people (prospecting).
Total budget | Retargeting (20–25%) | Prospecting (75–80%) |
10,000 CZK/month (≈ €400) | 2,000–2,500 CZK (≈ €80–100) | 7,500–8,000 CZK (≈ €300–320) |
30,000 CZK/month (≈ €1,200) | 6,000–7,500 CZK (≈ €240–300) | 22,500–24,000 CZK (≈ €900–960) |
100,000 CZK/month (≈ €4,000) | 20,000–25,000 CZK (≈ €800–1,000) | 75,000–80,000 CZK (≈ €3,000–3,200) |
Why not more? Retargeting audiences are small. If you pour more than 25% into them, you push up the frequency (how many times each person sees the ad) and the ad starts to annoy instead of persuade. Optimal frequency: 3–5× per 7 days. Above 7×, a negative effect kicks in.
Why not less? Retargeting is your most profitable channel (ROAS 4–10×). Not investing in it is like having a shop full of customers who are browsing — and never sending a salesperson over to talk to them.
💡 **TIP:** If you have a small site with few visitors (under 1,000/month), a separate retargeting campaign doesn't make sense — the audience is too small. In that case, leave retargeting to Andromeda inside a broad campaign and invest in bringing in new traffic.
5 retargeting mistakes
1. The same ad as in prospecting
Your retargeting audience already knows you. It doesn't need a "who we are" ad. It needs to overcome doubts: reviews, guarantees, urgency, an offer. A different stage = a different ad.
2. Frequency that's too high
When someone sees your ad 15× a week, that's not retargeting — it's stalking. Watch the Frequency metric. Above 7× per 7 days = rotate your creatives or narrow the audience window.
3. Not excluding buyers
Someone just bought your shoes and then sees a "Buy these shoes!" ad for another 2 weeks. That's frustrating — and pointless. Always exclude buyers from the last 14–30 days from your retargeting campaign. (Send existing customers an upsell/cross-sell, not the same offer.)
4. Too many ad sets
5 retargeting ad sets at 200 CZK/day (≈ €8) = none has enough data. Merge them into a single set with 6–12 creatives covering different stages (reminder, social proof, offer).
5. No Pixel / CAPI
Without tracking you have no retargeting audiences. The Pixel is the minimum. Pixel + CAPI is the 2026 standard. Without it, retargeting is like fishing without a hook — you stand by the water, but you catch nothing.
How to do retargeting with AI
You need your retargeting creatives in variants — for different stages, different products, different audience windows. AI helps you:
Prompt for ChatGPT/Claude:
"I run an e-shop selling [products]. I need 6 retargeting ads: 2 for abandoned cart (urgency), 2 for product viewers (social proof), 2 for general visitors (education). For each, suggest: the main copy (max 3 sentences), a headline, a CTA and a recommended format."
Meta Advantage+ Creative: Turn it on in your ad settings. AI automatically generates variants of your creatives — crops, copy variations, music for video. For retargeting it works well, because the system tests which variant overcomes doubts best.
DPA (Dynamic Product Ads): If you have a product catalog, turn on dynamic ads. Meta automatically shows each person exactly the product they viewed. You don't have to create 500 ads for 500 products — the catalog does it for you.
Conclusion
Retargeting is the most profitable type of Facebook advertising. Not because it's complicated or sophisticated — but because it reaches people who already know about you and are considering a purchase. All you have to do is give them a gentle nudge in the right direction.
And in 2026 it has never been easier. Andromeda retargets automatically. DPA shows the right products with no manual setup. And CAPI captures data that used to slip away.
Three things for this week:
- Check whether you have Pixel + CAPI — no data, no retargeting. (Meta Pixel Helper in Chrome → 30 seconds.)
- Create one retargeting audience — web visitors 30d + cart abandoners 7d + IG engagers 60d → merge into a single set.
- Prepare 3 creatives — one reminder, one with social proof, one with an offer. They don't have to be perfect — just different from your acquisition ads.
Those 70% of people who abandoned their cart aren't waiting. Every day without retargeting is money you leave on the table.
Frequently asked questions about Facebook ads
What is Facebook retargeting?
Retargeting (remarketing) means showing ads to people who have already interacted with your brand — visited your site, viewed a product, added to cart, or follow you on social media. The goal: bring them back and turn them into customers. Retargeting ROAS runs 4–10× (vs. 1.5–3× for cold audiences) because these people already know you and only need to overcome one last doubt.
How much of your budget should go to retargeting?
Our recommendation: 20–25% of your total ad budget. More makes no sense — retargeting audiences are small, and at a higher budget the frequency climbs to an annoying level. Invest the rest (75–80%) in prospecting — feeding new people into the funnel, whom you then convert with retargeting.
Does Facebook retargeting still work in 2026?
Yes, but it has changed. Andromeda (Meta's AI system) retargets automatically inside broad campaigns. Separate retargeting campaigns mainly make sense for: abandoned cart (urgency), dynamic product ads, sequential storytelling, and upsell/cross-sell. CAPI (server-side tracking) is a must — without it you lose 30–50% of your data.
How do you set up Facebook retargeting step by step?
1) Install the Pixel + CAPI on your site. 2) In Ads Manager go to Audiences → Custom Audiences → create an audience from website visitors (30 days). 3) Create a Sales campaign → in the ad set select this custom audience. 4) Add 6–12 creatives focused on overcoming doubts (reviews, guarantees, urgency). 5) Budget: 20–25% of total spend. 6) Exclude buyers from the last 30 days.
What is dynamic retargeting (DPA)?
Dynamic Product Ads (DPA) automatically show exactly the product a user viewed on your site. You need: a product catalog (feed), Pixel + CAPI, and at least 20 products. Meta builds the ads from the catalog automatically — you don't have to create an ad for each product manually. DPA is the most effective retargeting format for e-shops.
Meta title: Facebook Retargeting: 6 Ad Types for Conversions
Meta description: 70% of people abandon their cart. Retargeting brings them back. 6 ad types with creative examples, ROAS 4–10×. A practical guide for 2026.
