If you’re running ads on Facebook or Instagram or managing a small business that depends on them, you probably know that retargeting is one of the most effective ways to drive conversions. It works like a shortcut: someone visits your site, and you remind them to come back and buy.
But what if that shortcut disappears?
Whether it’s due to privacy updates (like Apple’s iOS14), limited tracking data, or rising ad costs, many businesses are discovering they can no longer rely solely on the pixel. That can feel frustrating, but it doesn’t mean you’re out of options.
In fact, it opens the door to smarter, more sustainable strategies.
Reaching warm audiences without retargeting is not only possible — it often leads to stronger brand loyalty, better engagement, and more resilient campaigns. Let’s break it down, step by step.
Why warm audiences matter even eithout retargeting
Warm audiences are people who have some level of familiarity with your brand. Maybe they’ve:
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Watched one of your videos,
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Liked or commented on a post,
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Heard about you from a friend,
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Visited your profile or page.
Unlike cold audiences (who don’t know you at all), warm audiences already have a spark of interest. They’re far more likely to engage, click, or buy, which is why advertisers usually prioritize them.
What happens when retargeting pixels stop working?
Traditionally, retargeting works by showing ads to people who’ve taken specific actions on your website. But if that data becomes unreliable, you need another way to stay connected.
Here’s a mindset shift: warming an audience isn’t just about showing them your ad over and over again. It’s about building real relationships through consistent, meaningful touchpoints even before they visit your site.
Ask yourself:
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What keeps your brand top of mind?
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How can you earn attention and trust without relying on website behavior?
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Are you measuring engagement beyond just clicks and conversions?
When you approach warmth as a relationship, not just a retargeting list, you open the door to deeper audience loyalty.
Engagement-based custom audiences: use Facebook’s built-in signals
Here’s the good news: even without pixel tracking, Facebook gives you powerful tools to build warm audiences — using on-platform engagement data.
That means you can create Custom Audiences based on actions people take directly on Facebook or Instagram.
These include:
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Watching your video (e.g., 25%, 50%, or 75%),
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Liking, commenting, or sharing a post,
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Clicking your profile or saving a post,
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Sending a message to your page,
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Engaging with an ad, Story, or carousel.
Every one of these actions signals interest. They show someone is paying attention — even if they haven’t visited your website yet. And Facebook lets you turn those interactions into audiences you can target.
Tips to build better engagement audiences:
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Make your content interactive. Ask questions, run polls, or encourage comments to spark conversation.
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Hook viewers fast. Your videos should capture attention within the first 3 seconds, or they’ll scroll past.
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Track your top performers. Identify your most engaging posts weekly, and use them to build or refresh audiences.
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Experiment with different formats. Stories, Reels, and carousels often generate different types of engagement.
Take a moment to reflect:
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Are you only focusing on clicks and sales?
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Or are you paying attention to comments, saves, and shares — the actions that truly show interest?
When you treat engagement as more than a vanity metric, you unlock a powerful way to stay relevant even without retargeting.
Lookalike audiences from engagement data: find new warm prospects
Once you’ve built a strong engagement-based audience, your next step is to scale, and that’s where lookalike audiences come in.
Lookalike audiences help you find new people who share similar traits and behaviors with your existing engaged users. It’s like saying to Facebook, “Find me more people like these”.
Why this works better than pixel-based lookalikes:
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Pixel data might be outdated or limited.
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Engagement is a stronger signal of intent, especially when people interact with your videos or posts.
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People who actively engage are more likely to convert than those who just visited your site once.
How to create stronger lookalikes:
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Choose a quality source audience. Use video viewers, post engagers, or people who’ve messaged your page.
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Test different lookalike sizes.
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1% = very similar, smaller but more precise
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3-5% = broader reach, less similarity
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Combine with interest targeting. Layer lookalikes with interests or demographics to refine your audience.
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Update regularly. Refresh your source audience every 30-60 days for the best performance.
Ask yourself:
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Are you using lookalikes only for cold reach?
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Could you shift your lookalike strategy to expand your warm pool instead?
Engagement-based lookalikes are one of the most overlooked but powerful ways to scale with better relevance and lower costs.
Content that builds relationships: serve first, sell later
Let’s face it — traditional ads that say “Buy now” often get ignored. People scroll right past.
But content that teaches, entertains, or connects emotionally? That’s the kind of content that warms people up and gets them to pay attention.
Ideas for warming content that actually works:
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Behind-the-scenes posts: show your process, team, or what goes into your product.
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Quick tips or tutorials: help solve a problem your audience cares about.
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Customer stories: real testimonials create trust and credibility.
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FAQs or demo videos: answer common questions and reduce buying hesitation.
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User-generated content: repost your customers’ experiences to build social proof.
This kind of content gives before it asks, and that’s what builds trust. Read more about engaging content in our article on social media strategies for small businesses.
See how Butternutbox uses UGC-style content in their strategy - it's a great way to engage with warm audiences
Ask yourself:
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Are your posts just pushing offers? Or are they giving people something useful or interesting?
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What content has your audience engaged with most in the past?
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Can you shift one post per week to focus on value, not just sales?
A small change in your content approach can lead to bigger results — not just in engagement, but also in conversion rates over time.
Partnering with influencers and related brands: borrow trust
You don’t have to warm up every audience by yourself.
Collaborating with influencers or complementary brands gives you instant access to their already warm audience — people who trust their recommendations and are open to hearing about your brand.
How to make partnerships work:
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Choose alignment over audience size. Micro-influencers with smaller, engaged followings are often more effective than larger ones with low engagement.
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Offer real value. Think beyond product mentions — try giveaways, co-branded content, or joint tutorials.
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Collaborate with like-minded brands. Non-competing businesses serving the same audience make great partners for email swaps, social shares, or joint campaigns.
Ask yourself:
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Who already has your ideal customer’s attention?
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How can you show up in that space in a helpful, non-salesy way?
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Could a few strategic partnerships grow your warm audience faster than ads alone?
Even one authentic collaboration can expand your reach, increase brand trust, and bring in ready-to-convert customers.
Facebook groups: build warmth through community
Facebook Groups are one of the most underrated tools for growing a warm audience. They bring people together around shared interests — if your brand fits that niche, it’s a direct path to relationship-building.
You can find Facebook groups for practically any niche or industry, but make sure you engage with the most relevant ones
Here’s how to use Facebook groups to your advantage:
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Join relevant groups. Find where your target customers are already active.
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Be a contributor, not a promoter. Share helpful answers, ideas, and content — avoid hard-selling.
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Start your own group. If your brand has a strong voice or mission, build a branded community people want to join.
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Stay consistent. Community warmth builds over time — consistency is key.
Ask yourself:
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Are you spending time where your audience already gathers?
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Could group participation become a source of warm, qualified leads?
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How can you offer value in a way that builds trust over time?
If you only live in Ads Manager and not in community spaces, you’re missing a major opportunity to grow deeper brand connections. Check out our article on finding clients on Facebook for more tips.
Final thoughts
Retargeting with pixels might be harder now, but that doesn’t mean you’re out of luck. You can still reach warm audiences — people who already know a little about your brand — without relying on website tracking.
The key is to focus on real connections. When you share helpful content, start conversations, and show up consistently, people remember you. Whether it’s through Facebook and Instagram engagement, lookalike audiences, influencer partnerships, or online communities, there are plenty of smart ways to stay top of mind.
At the end of the day, people buy from brands they trust. If you lead with value, not just sales, you’ll build stronger relationships and get better results even without the pixel.
