If you're running Meta ads without multi-platform retargeting…

Unify Your Tracking with a Tag Manager

Instead of juggling individual tags, use Google Tag Manager (GTM) like a pro. This is your central hub for all tracking pixels. You'll install the GTM container snippet on every page of your site once, and then you can add, edit, and manage all your tracking tags from one place.

Build Your Audiences Everywhere

Now that your tracking is in place, it's time to build your retargeting audiences on each platform. The concept is the same everywhere: you're creating a list of people who have visited your website.

• Create 'All Visitors' segment with 30-day window on each platform
• Google Ads: Audience Manager → Segments → Website Visitors
• Microsoft: Tools → Shared Library → Audiences
• Native platforms (Taboola, Outbrain, etc.): Look for 'Audience' or 'Retargeting' section

Create Your Retargeting Campaigns

Now it's time to put your audiences to work. You'll create a new campaign on each platform, specifically for retargeting.

• Google Ads: New Campaign → Sales/Leads → Display → Standard Display
• Microsoft: Create campaign and select your remarketing list
• Native platforms: Create campaign and target your 'All Visitors' audience
• Use consistent naming: 'Product Name | Retargeting | [Platform]'

Target ONLY Your Audience

This is the most important step. In your ad group or campaign settings, under audience targeting, make sure you are ONLY targeting the retargeting audiences you just created. Remove any other targeting options that the platforms might try to add by default.

Upload Your Ads

Time to create the actual ads that will follow your visitors around the internet.

• Google & Microsoft: Create responsive display ads with logo, images, headlines, descriptions
• Native platforms: Create compelling headlines, thumbnail images, and descriptions that look like editorial content
• Use the same creative style and messaging from your Meta ads for consistency

Set Your Budget & Launch

Start with a modest budget of $10-$25/day on each platform. Retargeting audiences are smaller but highly effective, so you don't need a massive budget to see results.