Retargetingstrategy post-iOS 14is not what it was. Audiences shrunk, attributiondecayed, dynamic product ads that once ran at 8-15x ROASnow run at 2-4x for most brands.
First-party data is the foundation
Pixel-only retargetingaudiences shrunk 30-60% since iOS 14↗. Rebuild on first-party data: customer lists, subscriber lists, loyalty members.
Dynamic product ads setup
Product feed accuracy is 80% of DPA performance. Clean product titles, good imagery, accurate availability. Then segment: browse abandoners, cart abandoners, past purchasers, high-LTV customers.
Abandoned cart retargeting timing
- →Day 0-1: Product reminder with social proof.
- →Day 2-3: Objection handling.
- →Day 4-7: Small incentive.
- →Day 8-14: Urgency or alternatives.
- →Day 15+: Drop from ad audience, hand off to email.
Post-purchase retargeting
Most brands waste their highest-intent audience: people who just bought. Build dedicated post-purchase sequences: complementary products (day 7-14), replenishment (day 30-60), review requests (day 30), loyalty enrollment (day 14).
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