₹1 Lakh Store — 90-Day D2C Playbook for Indian Founders

10 — Marketing

Retargeting Funnel SOP

Retargeting converts the 95-97% of visitors who don't buy on their first visit. Done right, retargeting delivers 3-5x higher conversion at 50-70% lower cost than cold campaigns.

3-5x Higher CVR₹50-150 Retargeting CAC7-day Window10-30% of Budget

3-5x

Higher CVR

vs cold traffic

₹50-150

Retargeting CAC

vs ₹200-400 cold CAC

7 Days

Optimal Window

Best performing retargeting window

10-30%

Budget Allocation

Of total ad spend

Retargeting Funnel

Site Visitors

Visit > 10s, no add to cart — Build awareness

Add to Cart

Added product but didn't purchase — Push urgency

Past Customers

Already purchased — Drive repeat purchases

Retargeting Audiences by Stage

Stage	Audience	Budget	Creative Angle
Top Funnel	Site visitors (7-30 days)	40% of retargeting budget	Product highlight, social proof, brand story
Mid Funnel	Add to cart (1-7 days)	35% of retargeting budget	Urgency, limited stock, discount code
Bottom Funnel	Initiate checkout (1-3 days)	15% of retargeting budget	Final push, free shipping, last chance
Loyalty	Past customers (30-180 days)	10% of retargeting budget	New arrivals, bundle offers, reorder

Ad Creative Tips for Retargeting

Retargeting Creative Best Practices

Dynamically show viewed products: Use Meta's Dynamic Product Ads to automatically show the exact product someone viewed

Add social proof: Include star ratings, review count, or customer photos in retargeting ads

Create urgency: Limited time offers, low stock warnings, and countdown timers boost CVR by 20-30%

Offer an incentive: 10-15% off for first-time buyers who return; never offer discounts to past customers

Frequency cap at 3-5 per week: More than 5 impressions per user per week causes ad fatigue and brand fatigue

Don't Over-Retarget: Showing ads too frequently annoys potential customers and damages brand perception. Cap frequency at 3-5 impressions per user per 7 days. If someone sees your ad 10+ times without converting, they're not interested — move on.

Retargeting Setup Checklist

Install Meta Pixel with all standard events tuned

PageView, ViewContent, AddToCart, InitiateCheckout, Purchase

Create 4 custom audiences (site visitors, ATC, checkout, past customers)

Use 7-day window for ATC, 30-day for visitors

Set up Dynamic Product Ads with product catalog

Auto-show viewed products to abandoners

Allocate 10-30% of total ad budget to retargeting

More budget as pixel data matures

Set frequency cap at 3-5 impressions per user per week

Prevent ad fatigue and negative brand perception

Exclude purchasers from top/mid-funnel retargeting

Don't waste retargeting budget on people who already bought

Stage

Audience

Budget

Creative Angle

Top Funnel

Site visitors (7-30 days)

40% of retargeting budget

Product highlight, social proof, brand story

Mid Funnel

Add to cart (1-7 days)

35% of retargeting budget

Urgency, limited stock, discount code

Bottom Funnel

Initiate checkout (1-3 days)

15% of retargeting budget

Final push, free shipping, last chance

Loyalty

Past customers (30-180 days)

10% of retargeting budget

New arrivals, bundle offers, reorder