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  • Writer's pictureKelly Alica Liman

How to Create & Use Remarketing Audiences in Meta Ads

Imagine this scenario: you've seen an ad for a brand once, you've visited their website, and you've dabbled in the product pages, but you didn't proceed to checkout for whatever reason. Now, if you were to see the ads again, perhaps with discounts attached, or simply just the product you've been looking at and thinking about, would you be interested in purchasing? Most likely, yes! That's the point of remarketing audiences.

With remarketing, you want to reach out to people who already know who you are, and who have visited your website, and you want to convince them to take action. People are more inclined to interact with ads from businesses they recognize, that's why remarketing ads tend to be quite successful at driving those audiences who are previously on the fence to finally make a transaction. In this article, we will show you an easy, step-by-step guide (with screenshots!) on how to create and use remarketing audiences in Meta Ads!


Looking for help or support on Meta Ads?


Before we get started, in case you find yourself in need of some video guidance, here's a quick 6-minute tutorial from XYZ Lab's Youtube Channel!

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How to Create Meta Ads Remarketing Audiences

Step 1️: Access your Meta Business Manager (Meta Business Suite)

Step 2: Navigate to Audiences (under "All Tools" menu)

If you're unable to find the Audiences under the shortcut, then you can scroll down and it will be available at the bottom of the menu.

Step 3: Create a Custom Audience

Step 4: Select "Website"

Step 5: Define the Remarketing conditions either using Website URLs or Events

In order to create a Meta Ads remarketing audience, you need to have the Meta Pixel installed on all pages of your website. You can check out our tutorial on How to Install the Facebook Pixel via Google Tag Manager (GTM).

We can set up the condition using either Website URLs or Events (i.e. Events are based on people who took certain actions on your website), but the easier way would be to use conditions based on website URLs.

Define Remarketing Conditions:

1. Change "ANY" to "ALL"

2. Select the Pixel on your website

3. Select "People who visited specific web pages"

4. Change the number of Retention (days) accordingly

Retention refers to the number of days people will remain in your audience after meeting the website traffic criteria you specified. You can change this up to 180 days, but this depends on how long your customer journey is.

5. Insert the URL of any page in your website that you want to target

In our example, we will insert the website URL contains This means that we want to track all the visitors to this URL.

6. Click on "+ And also" to insert an additional condition

In this case, we'll add an additional condition which is the URL doesn't contain /contact. This means that we do not want to track the visitors to the particular contact page.

7. Finalize and name the custom audience

In this case, we are setting the condition that we want to track all the visitors to our website on any page except the contact page for the last 30 days.

We will name this audience Remarketing Audience (didn't visit contact page).

The completed audience will appear in your audience list.

How to Use Meta Ads Remarketing Audiences

Step 1: Navigate to Ads Manager

Step 2: Create your campaign. When creating an Ad-Set, under "Custom Audiences" select the Meta Ads Remarketing Audience you want to use as your ad set's targeting

You can overlay other criteria such as age and location, but we would advise against adding more interest criteria as it beats the purpose of the remarketing audience.


As we've discussed previously, Meta Ads remarketing is a powerful advertising strategy. From the moment an audience interacts with your ads and your brand, the connection of the Meta pixel with your website enables you to retarget these prospective clients. People who have seen your ad and are already familiar with your brand can be nudged towards further completing a transaction that they didn't do previously, by simply reminding them or incentivizing them to take action.


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