Question

I want to retarget an audience but would like to know the best way to do so if someone is able to assist, I would appreciate it.
Some background for insight: I've realised I have a number of add to carts on 4 different campaigns. I have 4 because I'm new and learning so I duplicated a few times based on performance. Should I create a new campaign to do this, or should I use an ad set in one of the existing campaigns?

Answer 1

To retarget your “Add to Cart” audience effectively, here’s a clean strategy that works without overcomplicating your campaign structure:

Create a new dedicated retargeting campaign. This keeps your cold and warm audiences separate, which gives Meta’s algorithm more clarity and control over budget allocation and learning phases.

If you place retargeting in an existing cold campaign, you risk overlapping audience signals and muddy results—especially if the budget isn't large. Retargeting needs its own message, pace, and frequency control.

- Create a New Campaign – Choose Sales or Conversions as your objective.

- Create a Custom Audience – Use the “Add to Cart” event from all 4 campaigns (as long as they use the same pixel).

- Exclude purchasers to avoid wasting spend on converted users.

- Use tailored creatives – Speak directly to people who showed interest but didn’t complete checkout.

- Keep frequency in check – Start with a smaller budget and monitor frequency (ideally under 3–4).

This structure ensures you’re not cannibalizing cold traffic while giving warm users a more personalized push to convert.