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Set up retargeting audiences that actually convert

Segment retargeting by intent — generic 'all visitors' campaigns waste budget.

7 min read intermediateUpdated Mar 27, 2025
BI
Reviewed by the editorial team · Mar 27, 2025

Step by step

  1. 01

    Layer 1: All site visitors (30 days)

    Awareness retargeting. Cheap reach.

  2. 02

    Layer 2: Product page viewers

    Mid-funnel. Show product benefits + reviews.

  3. 03

    Layer 3: Added to cart, didn't buy

    Bottom-funnel. Discount or urgency ad.

  4. 04

    Layer 4: Past purchasers

    Upsell/cross-sell. Exclude from acquisition ads.

  5. 05

    Cap frequency at 3/week

    Anything higher = ad fatigue + brand damage.

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