Is Retargeting Still Effective After Meta’s Privacy Changes?

WindSpace Agency

WindSpace Agency

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Retargeting used to be the money-maker — small audiences, big ROAS. But since Apple’s ATT and data restrictions, warm audiences have shrunk. Some advertisers say it’s not worth running retargeting anymore; others swear by it with creative tweaks and engagement audiences. I’ve found that “soft” retargeting (like showing social proof videos to engagers) still performs well, but pure “add-to-cart” retargeting is struggling. Curious: are you still investing in retargeting, or moving that budget back to top-of-funnel?
 
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I still run it, but with broader signals like video viewers, engagers, or page visits instead of strict pixel-based events
 
I still run retargeting, but mostly soft ones using engagement and video viewers. Direct cart retargeting barely converts now, so I’ve shifted more budget to top-of-funnel testing.
 
WindSpace Agency said:
Retargeting used to be the money-maker — small audiences, big ROAS. But since Apple’s ATT and data restrictions, warm audiences have shrunk. Some advertisers say it’s not worth running retargeting anymore; others swear by it with creative tweaks and engagement audiences. I’ve found that “soft” retargeting (like showing social proof videos to engagers) still performs well, but pure “add-to-cart” retargeting is struggling. Curious: are you still investing in retargeting, or moving that budget back to top-of-funnel?
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Still doing it but I focus more on engagement based retargeting people who watched videos clicked links, or interacted with posts.
 
I’ve cut back on traditional retargeting and now test content that highlights benefits or success stories it seems to hold peoples interest without feeling pushy.
 
Im leaning toward a mix too using subtle retargeting combined with value driven content keeps audiences interested without overdoing it.
 
Make the signs broader and you might get what you want... Maybe a bit more on the engagement side of things.
 
Retargeting still works, but its weaker post-ATT. Warm pixel audiences are smaller, so most use engagement- or video-view-based retargeting instead. Focus on broad TOF + strong creative and use UGC/social proof for soft retargeting that’s what’s converting best now.
 
Retargeting’s still worth it, but I’m leaning more into creative tweaks and social proof for soft retargeting—pure "add-to-cart" is definitely tougher post-ATT.
 
privacy policies changed the game but smart advertisers are adapting with better data collection and consent-based retargeting
 
Facebook’s algorithm has definitely evolved a lot lately. What works well now often depends on the type of audience and content consistency.
 
WindSpace Agency said:
Retargeting used to be the money-maker — small audiences, big ROAS. But since Apple’s ATT and data restrictions, warm audiences have shrunk. Some advertisers say it’s not worth running retargeting anymore; others swear by it with creative tweaks and engagement audiences. I’ve found that “soft” retargeting (like showing social proof videos to engagers) still performs well, but pure “add-to-cart” retargeting is struggling. Curious: are you still investing in retargeting, or moving that budget back to top-of-funnel?
Click to expand...
Deciding whether to invest in retargeting depends on the actual results you’re seeing. If “soft” retargeting is still performing well, continue to use it, but consider shifting budget to the top of the funnel to expand opportunities. Always monitor and adjust your strategy based on real-world data to get the best results.
 
WindSpace Agency said:
Retargeting used to be the money-maker — small audiences, big ROAS. But since Apple’s ATT and data restrictions, warm audiences have shrunk. Some advertisers say it’s not worth running retargeting anymore; others swear by it with creative tweaks and engagement audiences. I’ve found that “soft” retargeting (like showing social proof videos to engagers) still performs well, but pure “add-to-cart” retargeting is struggling. Curious: are you still investing in retargeting, or moving that budget back to top-of-funnel?
Click to expand...
With stricter data policies, retargeting now performs best when focusing on broader interest signals and micro conversions rather than relying solely on past visitors or cart abandoners
 
scripttune said:
Retargeting still works, but its weaker post-ATT. Warm pixel audiences are smaller, so most use engagement- or video-view-based retargeting instead. Focus on broad TOF + strong creative and use UGC/social proof for soft retargeting that’s what’s converting best now.
Click to expand...
yeah i mean retargeting hasn’t died, it’s just not the beast it used to be after ATT. Warm pixel pools shrank, so most people lean on engagement, video views, and page interactions to rebuild a warm layer.
 
Yes retargeting still works, but focus on engagement-based or “soft” retargeting rather than just add-to-cart. Creative refreshes and social proof content now make a bigger difference post-privacy updates.
 
Retargeting is still effective post ATT but only when redefined engagement based audiences video views and server side tracking CAPI now
 
It's just as effective if you have a large customer base. It has become very difficult to work with a small database now
 
Since ATT, the effectiveness of Retargeting has decreased significantly due to the shrinking of warm pixel pools, making it no longer the conversion monster it once was. Current direct cart retargeting is difficult to bring results. So I adjusted my strategy: focusing more budget on testing at the top of the funnel, and only keeping "soft" Retargeting based on shallower engagement signals like video viewers, Page interactions, to re-establish the warm audience layer.
 
Yes, retargeting is still effective but requires a fundamental shift: broaden your audiences to include high-intent "engagement" pools (video views, lead forms, IG engagers) and utilize first-party data from your website's Conversions API, moving budget from narrow bottom-funnel audiences back to top-funnel prospecting to feed the retargeting pool.
 
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