By taking this strategy and building out a full retargeting funnel that separates upper funnel (aware of your brand) and lower funnel (closer to purchase) audiences, you can successfully target all of these segments of customers at different stages of the purchasing journey.

You can see how each action implies the stage of the funnel that the audience is currently at:

A good retargeting funnel should exclude lower-funnel objectives (purchase) from higher-funnel audiences (social media engagers).

By properly applying exclusions to each audience in the Ad Set section of your campaigns on Facebook, you will successfully segment your customers out and avoid audience overlap.