One of the ad accounts I run has campaigns that drive a good amount of site raffic: 14k+ landing page views in ...

Question

One of the ad accounts I run has campaigns that drive a good amount of site traffic: 14k+ landing page views in the last 30 days. The pixel is installed and is tracking page views and conversions correctly.

I have a custom audience configured for 'All website visitors' with retention period 90 days. And yet this audience (which has been fully processed and active for months) is still less than 1,000 users.

Even accounting for the fact that there will be multiple page views per user, it seems like my retargeting audience should be much bigger than it is. Any ideas why this might be?

Answer 1

You're right to be suspicious—14K landing page views in 30 days should yield a much larger retargeting audience than under 1,000. 

Here are some reasons why your custom audience may be underpopulated despite seemingly solid traffic and proper pixel setup:

1. iOS & browser tracking limits – Many users opt out, especially on mobile.
2. Multiple views per user – Page views ≠ unique users.
3. Pixel not firing on all pages – Double-check with Pixel Helper.
4. Audience settings too narrow – Ensure it's truly "All website visitors."
5. Ad blockers or no consent – Users blocking tracking won't be added.
6. Business Manager mismatch – Audience may not be shared properly.