For higher-end brands or those selling big-ticket items, like mattresses or engagement rings, retargeting might take place over a 180- or even a 365-day window. 

If you’re not sure exactly how long you need to retarget people, these are some of the most commonly used audience segments for retargeting:

3. Building your funnel 

Once you have your audience segments created, it is time to structure them into a funnel so you can monitor and optimize how each audience performs separately. 

This can be done at the Ad Set level when you’re building your retargeting campaign. If you want to only target your social media engagers, for example, you will need to exclude those who have made it past that point and visited your website.