Meta Ads Retargeting Strategy: Escaping the 'Frequency Trap' (2024)

The Old Way (2018):

• Day 1-3: Show Ad A.
• Day 4-7: Show Ad B.
• Day 8-14: Show Ad C.
• Constraint: Minute segmentation. Huge effort.

The Reality (2024): Privacy laws (iOS14) broke the "Time Buckets." We can't accurately tell if a user is on "Day 3." If you try to build a complex funnel, you just end up with an audience of 100 people and a Frequency of 20.

The Result: You stalk your users. They hate you. They block you.

Part 1: The "Consolidated" Bucket

Stop slicing the pie. Create ONE Retargeting Campaign (CBO). Target:

1. Website Visitors (180 Days)
2. Social Engagers (365 Days)
3. Video Viewers (365 Days)

Why 180 Days? Because the "Hot" users (7 days) are too small a group. By expanding to 180 days, you give the algorithm enough liquid data to find the buyers. The algorithm will naturally prioritize the recent visitors because they have higher intent signals. You don't need to force it.

Part 2: The Creative Strategy (DPA vs. Static)

What do you show them?

1. Dynamic Product Ads (DPA)

• What: The carousel that shows the exact product they viewed.
• Role: The Closer. "You forgot this."
• Setup: Use the "Catalog Sales" objective.

2. Objection Handling (Static/Video)

• What: Address the reason they didn't buy.
• Angle: "Is it worth the price?" -> Show Review.
• Angle: "Will it fit?" -> Show Sizing Guide.
• Angle: "Is it legit?" -> Show Unboxing.

Part 3: The Frequency Cap

This is the most critical setting. In your campaign settings (or via automated rules): Turn off any Ad Set where Frequency (Last 7 Days) > 4.0.

If a user has seen your ad 4 times in a week and hasn't bought, showing it a 5th time won't help. It will just annoy them. Let them rest.

Part 4: The "Broad Retargeting" Phenomenon

Here is a secret: Your Broad (Prospecting) campaign is actually doing Retargeting.

• Facebook knows User X visited your site.
• Facebook shows User X an ad from your Broad campaign.
• It counts as "Prospecting" in your dashboard, but it was "Retargeting" in reality.

Implication: Some brands (like 310 Nutrition) turned off Retargeting entirely. They execute 100% Broad.

• Verdict: Safe to test if your Retargeting CPAs are rising.

Summary

Retargeting is not about "Stalking." It is about Reminding.

1. Consolidate into one large audience.
2. Cap the frequency.
3. Show them new information (Reviews/UGC), not just the same "Buy Now" banner.