Facebook retargeting only sees cookies. Learn why identity-based targeting closes more revenue.
Facebook retargeting is powerful. But it has limits. It sees: Cookies. Not people.
When someone visits your site, Facebook drops a tiny sticker on them. That sticker helps Facebook recognize them later. But if they:
The sticker disappears. You lose them.
Retargeting says: "Show ads to people who visited." That's helpful. But you don't know:
You're guessing.
Identity-based targeting shows you: The real person. Now you can:
You move from "Hope they see my ad" to "I know who they are."
If you only rely on retargeting, you are renting attention. Identity builds owned pipeline.
Use both. Retarget with ads. But also identify. Recover the 90% who leave. Turn traffic into real pipeline.
Final Thought
Retargeting is follow-up. Identity is ownership. The companies who win own their audience.
Learn how visitor identification works