The world of digital advertising is evolving, and Facebook Ads retargeting is right at the centre of this change. With the decline of third-party cookies and stricter privacy regulations, brands can no longer rely on traditional tracking methods. But Facebook Ads retargeting isn’t dead—it’s simply changing form.
In fact, Facebook still offers powerful retargeting tools—you just need to know where to look and how to adapt. This guide will walk you through how to build high-performing Facebook Ads retargeting campaigns in today’s privacy-first world.
What’s Changed with Facebook Ads Retargeting?
In the past, Facebook Ads retargeting was powered by the Facebook Pixel. It allowed advertisers to track website visitors and serve highly targeted ads to users who showed interest but didn’t convert.
However, major shifts have impacted this model:
These changes have made it harder to build large, accurate retargeting audiences using traditional pixel-based methods.
Facebook Ads Retargeting: How to Do It Right Today
Facebook retargeting is still relevant; it’s just different. The opportunities remain even though the rules have changed. You must use more recent, privacy-friendly tools and techniques in place of more conventional tracking techniques if you want Facebook Ads retargeting to work for you right now. To begin, follow these steps:
1. Set Up Facebook’s Conversions API (CAPI)
Consider the Conversions API to be the more intelligent and dependable sibling of the Pixel. CAPI transmits data straight from your server to Facebook, whereas the Pixel used to track actions through browsers (which are now filled with blockers). This implies that even if users choose to block cookies or opt out of tracking, you will still be able to monitor significant conversions.
Top Tip: Don’t ditch your Pixel just yet. Using CAPI alongside the Pixel gives you the best of both worlds—stronger data accuracy and broader coverage.
2. Build Audiences from On-Platform Engagement
With website tracking becoming less dependable, it’s time to lean into what’s happening inside Facebook and Instagram. The good news? There’s plenty to work with.
You can create retargeting audiences from:
These on-platform interactions give you a privacy-safe way to keep your retargeting strategy alive and effective.
3. Use Your Own Data
You already have a goldmine if you have customer phone numbers, emails, or purchase information. Create Custom Audiences on Facebook by uploading this first-party data. You can create Lookalike Audiences to identify similar potential clients in addition to reaching out to those who have already expressed interest.
Make sure your data is clean—accurate formatting and up-to-date contact info will help Facebook match your data more effectively.
4. Structure Your Retargeting by Funnel Stage
The days of using a single retargeting ad are over. Consider your audience’s stage of the purchasing process instead. The same advertisement that someone who has abandoned their cart receives shouldn’t be shown to someone who has just discovered your brand.
Break it down like this:
This approach is all part of an effective full-funnel marketing strategy. If you’re new to funnel-based planning, check out our complete guide to full-funnel digital marketing strategies here for practical tips and insights.
Measuring Facebook Ads Retargeting Results
To get the most out of your campaigns, you need better tools for tracking success. Relying only on Facebook’s Ads Manager won’t cut it anymore. Use these tools:
Best Practices for Facebook Ads Retargeting in 2025
👉 Learn how we support your first-party data strategy for stronger Facebook Ads retargeting here.
Need Help Building Smarter Facebook Ads Retargeting Campaigns?
At Digital 38, we help brands navigate these changes and build future-ready advertising funnels. Whether you’re a startup or a scale-up, we’ll help you get the most out of your Facebook Ads spend in a privacy-first era.
📩Get in touch with our team to discuss more about growing your Facebook Ads performance.
