Once you have enabled the Meta integration and leads are populating into the “Retention Audience” custom audience, take these steps to set up the Retention retargeting campaign.
Note: The goal of this campaign setup is to only target users that Retention identified but that Meta was unable to identify.
For information on how to use our Meta persistent audiences for prospecting, click here.
Step 1: Clone existing retargeting campaigns
Find the retargeting campaign you are currently using to retarget site visitors, and click Duplicate. Make sure it's the site visitors retargeting campaign and NOT the Facebook or Instagram engagers retargeting campaign.
Step 2: Set up the new retargeting campaign
1. Add “- Retention" to the end of the campaign name so you can differentiate this campaign from your existing retargeting campaigns.
2. After updating the campaign name, click into the Ad Set section of the campaign at the top of the page. Add “- Retention” to the end of the Ad Set name.
3. Scroll down to the Audience section in the Ad Set targeting settings. Set the targeting to only include users from the Customer List Retention Audience. In the Exclude section, exclude any website retargeting audiences that are being generated by the Meta pixel.
This ensures that the cloned retargeting campaign will only target users that were identified by Retention but could not be identified by the Meta pixel.
4. Ensure that any other targeting (location, age, gender, etc.) remains the same as the original retargeting campaign that was cloned.
Step 3: Publish and go live
The custom audience targeting and the campaign budget are the only things that should change from the original to the cloned campaign. The ad sets, frequency caps and all other settings should stay the same.
Once you've updated the custom audience targeting as outlined in Step 2, you can publish and assign the daily budget you see fit and go live with the Retention retargeting campaign.
Dashboard details
From your Retention.com dashboard, scroll down to Overview of Contacts Acquired > Meta Audience.
Here you will see the total number of all site visitor synced, including repeats. This does not represent a unique total, so the audience size you see in Meta may be smaller than this number.
Meta purges your audience every 30 to 180 days, but a new sync event resets the time frame that Meta allows the user to stay in the audience. That allows you to retarget each site visitor for a longer period of time.
Have questions? Message us on chat, or email support[at]retention[dot]com.