Have you ever browsed the internet for a new pair of shoes, camping gear or a yoga class only to find that exact product mysteriously pop up in an ad on the side of your Facebook page? We’ve all been there, and it’s not a coincidence. In fact, this intentional targeting is a tool commonly used by marketers.

Retargeting — also referred to as remarketing — is an advertising strategy that tracks website visitors who fail to take a specific or desired action on your site, such as filling out a form, requesting a consultation or purchasing a product. In an effort to get leads to come back to your site, retargeting strategies track leads by intentionally inserting relevant ads on another platform.

Rather than targeting people who most likely have never heard of your or your product (sometimes called cold audiences), retargeting strategies rely on the idea that someone who’s already shown interest in your business is more likely to convert into a customer than someone who doesn’t know who you are.


To put numbers behind this, we conducted a quick test. We advertised an offer to a cold audience that our ad buying team created in Facebook’s Ad Manager. The cold ad campaign results were:

  • Cost Per Click: $5.27
  • Click Through-Rate: 0.45%
  • Cost Per Acquisition: $142.51

Then, we promoted the exact same offer to a retargeted audience of leads who had previously visited our website. The results pretty much speak for themselves:

  • Cost Per Click: $1.03
  • Click Through-Rate: 0.76%
  • Cost Per Acquisition: $11.29

So, how do you find your leads on Facebook? With Ontraport and Facebook Ads, remarketing processes are easy and hassle-free.

Integrating your CRM, sales and marketing data directly with your Facebook Ad program is one of the most effective strategies to build a robust and high-converting retargeting campaign.

Facebook Custom Audiences allows you to reach leads and customers on your list with ads on Facebook. Simply upload a list of contact info such as email addresses or phone numbers. Integrating your Ontraport account with Facebook Custom Audiences makes this even easier: If an email address in your Ontraport account matches a Facebook email address, it will link the two together. Facebook also uses pixeling to track if a contact has used another email address, which it will try to match as well.

Ontraport delivers your ads to your contacts who are on Facebook so you never have to manually export and import contact data. Facebook Custom Audiences will automatically update with new leads and customers so you can send your audience the right ads at the right time.

You can also automatically update each contact’s custom audience membership in real-time based on pages viewed (or not viewed), products purchased (or not), webinars registrations or attendances (or not), links clicked, internal notes or field changes made by your sales team, or any other updates to your contact records.

In addition to retargeting those who’ve shown interest in a particular subject or your product, you can target leads based on any data stored in your Ontraport account. Imagine running a birthday offer ad campaign on Facebook perfectly timed for each contact. Or running ads based on the contact’s stage in your funnel, with relevant CTAs.

How to connect your Facebook Ad account to Ontraport:

  1. Create a Facebook Developers account.
  2. Create a Facebook Ads account.
  3. Connect Ontraport to Facebook.

Once you’ve linked your Facebook account to your Ontraport account, you’re all set to start automating your Facebook Custom Audience targeting. For more in-depth information, please visit our Knowledge Base.


Have you been using a retargeting campaign in your business or want to get started with one? Let us know in the comments below!

About Martin Cogburn
Martin Cogburn, Ontraport's Senior Content Strategist, cherishes and strives to master the art of great storytelling. Originally from Frankfurt, the German native attended UCSB after growing up in the Santa Barbara area. Martin wears multiple hats in his role at Ontraport: story producer, blog author, scriptwriter, and content curator -- all of which get his creative juices flowing. On top of that, he's an avid film enthusiast. Name any movie and there's a pretty good chance Martin can tell you all about it.