5. Optimizing your Facebook retargeting campaigns

Once your retargeting campaigns are up and running, you will want to check in on them each day to monitor results and make optimizations to improve their performance.

Optimizations are usually done by decreasing or increasing budgets based on how many purchases you are getting and, when it comes to retargeting, the frequency of your reach. 

Frequency refers to the average number of times a person within one of your retargeting audiences is seeing an ad for you over a given period of time. Checking on your daily or weekly frequency for each audience will ensure you aren’t over- or under-serving your campaigns to the same people.