Question

Why are my retargetting ads not running? I have set it to target people who have been on my website in The last 30 days, and it shows that The adset is active, but its not running?

Answer 1

If your retargeting ads aren’t running despite the ad set being active, the most likely reason is that your custom audience is too small—Meta needs at least 100 active users in that segment to start delivery. Other common causes include pixel issues (not firing properly), audience overlap or exclusions, or low budget preventing your ads from entering the auction.

What You Can Do:

• Go to Audience Manager and check the size of your 30-day website custom audience.
• Use Events Manager to confirm pixel events are firing and recent visitors are being tracked.
• Consider broadening the retargeting window to 60 or 90 days to give Meta more data.
• Test the ad set with higher budget or move it to its own campaign with no competition.
• Try creating a View Content audience instead of just Website Visitors—it may be more reliable.