Understanding how to set up Facebook retargeting for small businesses is essential for any operator looking to recover lost sales and maximize limited ad spend. Small business owners often struggle with low conversion rates because they invest heavily in acquiring new visitors but fail to capitalize on warm audiences who have already shown interest. Facebook's retargeting infrastructure allows you to reconnect with site visitors, cart abandoners, and previous customers through pixel-based tracking and custom audiences, creating multiple touchpoints in the buyer journey. The article breaks down practical implementation steps, from installing the Facebook pixel correctly to segmenting audiences based on user behavior and visit depth. Whether you're running a bootstrapped e-commerce store or managing an SMB with modest marketing budget, mastering retargeting fundamentals directly translates to higher ROI and lower cost per acquisition.