Retargeting
How to build warm audiences from your Droplink visitors and turn them into followers and saves.
Most visitors who land on your Droplink page are already interested — they clicked a link, saw a post, or were referred by a fan. But not everyone converts on the first visit.
Retargeting shows ads specifically to these warm visitors, who are far more likely to convert than cold audiences.
Because the audience is smaller and more targeted, retargeting campaigns often have a lower Cost per Result than cold traffic campaigns.
In Meta Ads Manager, go to Audiences → Create Audience → Custom Audience → Website.
Select your Pixel and create an audience of "All website visitors" from the past 30 days. This captures everyone who landed on your Droplink page.
Create a second audience of people who triggered your conversion event (e.g., PlaylistFollow). This is your "converters" list — you'll use it as an exclusion.
Create a new campaign with the "Conversions" objective.
In your Ad Set targeting, add your "All website visitors" Custom Audience as the include, and add your "converters" audience as an exclusion. This targets warm non-converters only.
Retargeting audiences are small — budgets of $3–5/day are often enough. Scale up only if you have consistent traffic hitting your Droplink page.
Warm visitors already know you — skip the introduction and go straight to the value.
Use social proof ("Join 10k followers on Spotify") or urgency ("New album out now") to nudge fence-sitters.
Test a different creative than your cold traffic ad — something more personal, like a direct-to-camera video or behind-the-scenes content.
Once you have 100+ converters in your Custom Audience, create a Lookalike Audience based on it.
A 1% Lookalike targets people statistically most similar to your converters — a powerful cold audience seed.
Use Lookalikes alongside interest targeting to scale beyond your existing fanbase without losing signal quality.