Meta Pixel data lets you build custom audiences from website events: all visitors, product viewers, add-to-cart events and initiated checkouts. Each event produces a higher-intent audience than the last. Set retention windows of 30, 14 and 7 days for awareness, consideration and intent stages respectively.
Awareness retargeting (all visitors, 30 days): brand reminder, social proof, blog content. Consideration (product viewers, 14 days): product benefits, reviews, comparisons. Intent (cart abandoners, 7 days): urgency, offer, objection handling. Dynamic product ads automatically show the exact products a visitor viewed, which is the most effective intent-stage format for ecommerce.
Always exclude recent purchasers from retargeting campaigns unless you are running an upsell sequence. Exclude people currently in a purchase window (within 3 days of purchase) and subscribers in an active email nurture. Without these exclusions, you pay to advertise to people who have already converted or are already in a lower-cost conversion channel.
Meta Ads targeting works by combining demographics, interests, behaviours and custom audiences. You can target people who have visited your site, engaged with your content or match a lookalike profile. The precision is what makes Meta Ads powerful.
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TPR Media explains Meta Ads retargeting strategy for Australian businesses: pixel-based audience building, funnel-stage creative for each retention window and the exclusions that prevent paying to convert people already in a lower-cost channel.