Set up retargeting ads

Tools that power the Set up retargeting ads stack

• Meta Pixel — Facebook and Instagram ads

  Track site visitors and retarget them with personalized ads on Meta platforms

  See all stacks using Meta Pixel

• Google Ads — Search and display remarketing

  Show ads to past visitors across Google Search, YouTube, and the Display Network

  See all stacks using Google Ads

• LinkedIn Insight Tag — B2B retargeting

  Retarget professional visitors with sponsored content and message ads on LinkedIn

  See all stacks using LinkedIn Insight Tag

• AdRoll — Cross-platform retargeting

  Manage retargeting campaigns across Meta, Google, and display networks in one place

  See all stacks using AdRoll

Setup guide

1. Meta Pixel: Choose the advertising channels relevant to your audience and define the events you need. Install Meta Pixel only on the intended pages and configure applicable consent controls. Meta documents fbq('consent', 'revoke') before initialization on every page, followed by fbq('consent', 'grant') after affirmative consent; test rejection, acceptance and withdrawal rather than assuming installation establishes compliance. For a Purchase event, send a numeric monetary value and the matching currency. If the same action is sent by Pixel and Conversions API, use the same event name and unique action ID: browser eventID must match server event_id, for the same Pixel ID within Meta's documented 48-hour window. Pass browser eventID in the fourth fbq argument, not inside the value/currency object. Use designated test data; for server tests, use test_event_code in Events Manager's Test Events flow. Inspect event receipt, then Overview > Event Details > Event Deduplication to check key overlap and deduplication. Overview receipt totals are before deduplication and consent filtering, so a received-event count alone is not proof of correct counting. (Read Meta's deduplication guide)

   Check: The intended test event reaches the correct Pixel, value and currency match the test action, browser/server IDs and names match where both are used, deduplication is inspected, and consent choices behave as intended.

2. Google Ads: For Google Ads, configure the required tag and conversion actions, including applicable consent behavior. Check the destination, conversion value and currency using the vendor’s diagnostics. Build and review audiences only after the test confirms the intended events; installing a tag does not automatically create a valid conversion strategy. (Read official instructions)
3. LinkedIn Insight Tag: For LinkedIn, install the Insight Tag only on appropriate pages with the required privacy configuration. LinkedIn prohibits installing it on pages that collect or contain sensitive data, including health or financial information; simply omitting a field from an event is insufficient. Configure a specific conversion and verify the tag in Campaign Manager. Check audience eligibility and size requirements before planning a campaign. (Read official instructions)
4. AdRoll: Use AdRoll as an alternative managed retargeting platform if its terms and audience fit. Configure consent behavior, exclusions and frequency settings, then validate its pixel with test traffic. Review the actual budget and campaign settings before activation; measurement setup does not authorize ad spending. (Read official instructions)

   Check: Vendor diagnostics receive only the intended test events, duplicate browser/server events reconcile where used, and consent gating works before any campaign is funded.