--- title: Best Practices for Retargeting with Facebook and Google Ads description: Recommendations for segmenting and retargeting your Opensend-identified visitors with Facebook and Google ads. --- [Skip to content](https://help.opensend.com/best-practices-for-retargeting-with-facebook-and-google-ads#main-content) [Contact Support](https://help.opensend.com/kb-tickets/new?hsLang=en) [![Logo Black.png\]](https://help.opensend.com/hs-fs/hubfs/Logo%20Black.png?height=33&name=Logo%20Black.png)](https://opensend.com/) Open main navigation Close main navigation - [Contact Support](https://help.opensend.com/kb-tickets/new) - [Return to opensend.com](https://opensend.com/) [Return to opensend.com](https://opensend.com/) Hello. How can we help you? - There are no suggestions because the search field is empty. 1. [Success Center](https://help.opensend.com/?hsLang=en) 2. [Best Practices to Maximize Revenues](https://help.opensend.com/best-practices-to-maximize-revenues?hsLang=en) 3. [Direct-to-consumer](https://help.opensend.com/best-practices-to-maximize-revenues?hsLang=en#direct-to-consumer) # Best Practices for Retargeting with Facebook and Google Ads ## Recommendations for segmenting and retargeting your Opensend-identified visitors with Facebook and Google ads. First, set up Opensend's [Facebook integration](https://help.opensend.com/how-does-opensend-enable-programmatic-retargeting?hsLang=en) and/or [Google integration.](https://help.opensend.com/how-does-opensend-integrate-to-google?hsLang=en) ### What Custom Audiences to Create Now that you have the integration enabled, you can start retargeting the custom audience(s) that are being populated with Opensend-identified visitors. ***At a minimum, create an audience for anyone who visits your site***, with no additional filters (see [Facebook custom audiences](https://www.facebook.com/business/help/1474662202748341?id=2469097953376494) / [Google custom audiences](https://support.google.com/google-ads/answer/9805516?hl=en)). We also recommend creating the following secondary custom audiences: - Anyone who has viewed a product - Anyone who added to a cart - Anyone who started a checkout - Anyone who completed a purchase To track those events, and to set up connections to each custom audience, see our [Comprehensive Integration Guide](https://help.opensend.com/understanding-opensends-integration-system-a-comprehensive-guide?hsLang=en). Once your custom audiences are created, work with your Ads team to design campaigns for each. Keep in mind that each custom audience needs to meet the minimum size threshold - we recommend setting up each of these custom audiences right away, even if you aren't starting a campaign immediately, to populate them....this gives you flexibility in the future to run campaigns against each audience. ### Measuring Campaign Performance For retargeting campaigns, the most important metrics are Results (typcially conversions/purchases) and ROAS (return on ad spend - how much revenue you generated relative to what you spent on ads). CPC (cost-per-click) is also an important metric to track - each industry has unique benchmarks as to a strong cost-per-click. CPM (cost-per-1000-impressions) is less important for a retargeting campaign...but this is a good metric to track for a brand awareness campaign to a lookalike audience. ### Creating a lookalike audience In addition to retargeting, you can use these custom audiences to create lookalike audiences in your [Facebook](https://www.facebook.com/business/help/164749007013531?id=401668390442328) or [Google Ads](https://support.google.com/google-ads/answer/13541369?hl=en) account - then you can create brand awareness campaigns targeting people who are similar to (or "look like") your existing website visitors, and is a great way to drive more traffic to your site. - [Getting started](https://help.opensend.com/getting-started?hsLang=en#main-content) - [Start Here!](https://help.opensend.com/getting-started?hsLang=en#start-here) - [Installation and Setup](https://help.opensend.com/getting-started?hsLang=en#installation-and-setup) - [CNAME Setup](https://help.opensend.com/getting-started?hsLang=en#cname-setup) - [Opensend SDK](https://help.opensend.com/getting-started?hsLang=en#opensend-sdk) - [Best Practices to Maximize Revenues](https://help.opensend.com/best-practices-to-maximize-revenues?hsLang=en#main-content) - [Direct-to-consumer](https://help.opensend.com/best-practices-to-maximize-revenues?hsLang=en#direct-to-consumer) - [Business-to-business](https://help.opensend.com/best-practices-to-maximize-revenues?hsLang=en#business-to-business) - [Deliverability](https://help.opensend.com/best-practices-to-maximize-revenues?hsLang=en#deliverability) - [Dashboards & Reports](https://help.opensend.com/dashboards-reports?hsLang=en#main-content) - [Klaviyo Reports](https://help.opensend.com/dashboards-reports?hsLang=en#klaviyo-reports) - [Iterable Reports](https://help.opensend.com/dashboards-reports?hsLang=en#iterable-reports) - [Reconnect](https://help.opensend.com/reconnect?hsLang=en#main-content) - [Klaviyo](https://help.opensend.com/reconnect?hsLang=en#klaviyo) - [Iterable](https://help.opensend.com/reconnect?hsLang=en#iterable) - [Bloomreach](https://help.opensend.com/reconnect?hsLang=en#bloomreach) - [Attentive](https://help.opensend.com/reconnect?hsLang=en#attentive) - [Salesforce Marketing Cloud](https://help.opensend.com/reconnect?hsLang=en#salesforce-marketing-cloud) - [Personas](https://help.opensend.com/personas?hsLang=en) - [Revive](https://help.opensend.com/revive?hsLang=en) - [Integrations](https://help.opensend.com/integrations?hsLang=en#main-content) - [API Keys and Account IDs](https://help.opensend.com/integrations?hsLang=en#api-keys-and-account-ids) - [Bloomreach](https://help.opensend.com/integrations?hsLang=en#bloomreach) - [Braze](https://help.opensend.com/integrations?hsLang=en#braze) - [Facebook](https://help.opensend.com/integrations?hsLang=en#facebook) - [Google](https://help.opensend.com/integrations?hsLang=en#google) - [Iterable](https://help.opensend.com/integrations?hsLang=en#iterable) - [Klaviyo](https://help.opensend.com/integrations?hsLang=en#klaviyo) - [Listrak](https://help.opensend.com/integrations?hsLang=en#listrak) - [Sendlane](https://help.opensend.com/integrations?hsLang=en#sendlane) - [Suppression List](https://help.opensend.com/integrations?hsLang=en#suppression-list) - [Webhook](https://help.opensend.com/integrations?hsLang=en#webhook) - [Yotpo](https://help.opensend.com/integrations?hsLang=en#yotpo) - [Zapier](https://help.opensend.com/integrations?hsLang=en#zapier) - [Attentive](https://help.opensend.com/integrations?hsLang=en#attentive) - [Salesforce Marketing Cloud](https://help.opensend.com/integrations?hsLang=en#salesforce-marketing-cloud) - [FAQs](https://help.opensend.com/faqs?hsLang=en) - [General](https://help.opensend.com/general?hsLang=en) [![Chill listening crop-3](https://help.opensend.com/hs-fs/hubfs/OpenSend_Logo%20icon%202.png?width=42&height=42&name=OpenSend_Logo%20icon%202.png "Chill listening crop-3")](https://www.opensend.com/) Opensend Help Center Copyright © 2026, Opensend Inc