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EARLY RELEASE: Retargeting on Facebook



A Note For Early Release Readers


The status of this content is Early Release. With Early Release content, you access the earliest form- of the authors’ raw & slightly or entirely unedited content as it is written-so you can take advantage of the knowledge and technologies long before the official release of these titles. *If you have comments about how we might improve the content and/or wish to contribute your own company’s materials as examples to be added to a specific piece of content, or if you notice missing material within a piece of content, please let us know here.

None of the information covered in here is to be interpreted as the only way to pursue an objective. Here I simply share the frameworks, parameters & guidelines I use to pursue and successfully reach various objectives.



In general, retargeting is not always the most cost effective decision for early stage companies. When in doubt, it’s best to wait until you have more than 100,000 unique monthly visitors. 

  • When you are ready, this is how to get started with retargeting in 5 simple steps.
  • Another fun game to try once you start your retargeting game is to conduct a short flash sale. WARNING: it is a really bad idea to play too much with your pricing strategy, I highly recommend treating flash sales like Vegemite and iridescent makeup.  All of these are best enjoyed in extremely small quantities.
  • If you conduct an exit interview with customers who close their accounts, segment these people based on their reason for leaving.  Once the issue that drove them away is resolved, retarget them with ads that announce how the issue has been resolved. Example: “Breaking news: we fired the CPO that you hated. Come back and see how our new CPO has revolutionized our UX & UI to create an app that you’ll love 😄”



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