Your first-party data contains many valuable signals, but a signal is only useful if you act on it. Let's break down one way to use signals from your Conversions API setup to retarget a high-value audience. Retargeting audiences is a valuable marketing tactic because it helps move customers down the funnel, turning warm interest into completed sales.
Let's start with an example. A prospective customer just booked a meeting with sales. They're close to a decision, but need more information. Consider what might move them to a decision, such as reaching them with a thought leadership post or a case study. This keeps your brand in front of them while they decide.
Here's how to build that audience. Open Campaign Manager. From the left navigation, select Plan, then Audiences, and choose Create Audience. There are several audience types. For re-engaging people who have already taken action, choose Retargeting Audience.
Retargeting audiences are built from member activity. Most options here are engagement on LinkedIn itself, like visiting your company page or viewing a video in the feed. Conversions API, or CAPI, is different. It brings in offline activities, like attending a conference or booking a meeting with sales, like our prospective customer.
Select Conversions API, then Next. Give the audience a name you'll recognize later. Then decide how far back to look. Effective retargeting relies on your leads still being warm, so consider choosing a shorter conversion window, like 30 days.
Then choose the conversions that define this audience. Here, we will select the Meeting Booked conversions. Select as many as you need, as long as they all capture your intended signal. Then click Agree and Create.
The new audience appears in the Audiences list. It shows as Building while LinkedIn matches your data to members. This may take up to 48 hours to complete. You'll receive an email once your audience is ready to use
Once your audience is ready, open the three-dot menu and select Add to ad set. Next, select an existing campaign or set up a new one where you want to use the retargeting audience. For this example, choose the Lead Generation objective because the goal is to move the buyer group towards a purchase decision. Then complete your campaign setup.
That's the full loop. A customer action captured through CAPI becomes an audience, and that audience powers a campaign that moves people closer to a deal. The actions that matter most to your business now drive your targeting and accelerate your pipeline.
Your CAPI signals are ready to use. Get started with retargeting today and speed up your pipeline.