Cart abandonment sits around 70% for most stores. Retargeting done well recovers a meaningful slice of it, done badly it just pays Meta to annoy your best prospects.
Sequence by intent, not by time
Someone who abandoned checkout needs a different message than someone who glanced at a product page. We build three pools: checkout abandoners, cart viewers, and browsers. Each gets ads matched to how close they came: reminder, then proof, then offer.
Proof before discount
The first touch should answer the doubt that stopped the purchase, usually reviews, guarantees or shipping clarity. Discounts come last, and only for people who saw the earlier messages and still did not buy. Leads with the discount first and you teach everyone to abandon on purpose.
“Good retargeting feels like a helpful reminder. Bad retargeting feels like being followed. The line between them is sequencing.”
Frequency caps save the relationship
We cap retargeting around 2 impressions per person per day and rotate the creative weekly. Beyond that you are paying to build resentment. Watch frequency like a budget line, because it is one.
Our retargeting service builds exactly this stack. It is also the cheapest entry into working with us.
