Retargeting

Retargeting helps you re‑engage people who previously interacted with your site — for example, those who viewed a service page but didn’t schedule an appointment. In Freshpaint, you can build these audiences safely and send them to your ad platforms without exposing PHI. This guide walks through how to:

• Create a segment for users who visited your site

• Send that audience to your ad platform

• Apply best practices for privacy and campaign efficiency

1. Build a Retargeting Segment

A segment defines which users you want to re‑engage based on their behavior.

• Go to Audiences → Segments.

• Click Create Segment.

• Add a condition for your key event.

  • Example: Page Viewed at least once in the last 30 days

• Click Create Audience.

• Open the new Audience details page.

• Name your audience and add an internal description (remains inside Freshpaint).

✅ You now have a real‑time audience tracking visitors who meet your criteria.

2. Send Your Audience to a Destination

Once your audience is created, send it to your destination

• On the Audience details page, click Send Audience.

  • Review the Ad Platform Alias (privacy‑safe; no health context).

• Confirm settings and click Send.

✅ Your audience will begin syncing. Processing can take up to 24–48 hours depending on the destination.

3. Create Your Retargeting Campaign

After your audience appears in your ad platform, use it to retarget past visitors.

• In your ad platform, select the synced audience by its anonymized name.

• Create an ad group or set focused on engagement — for example:

“Schedule your consultation today” or “See what’s new in our dermatology services”

• Keep health‑related terms out of ad copy and any platform‑facing names.

Reminder: Look for anonymized names in your ad platforms

• Freshpaint sends an anonymized, platform‑safe name for every audience you sync. This is the name you’ll see downstream.

• Your internal Freshpaint name won’t appear in the ad platform. Always search for the anonymized name when attaching audiences.

• Note the platform‑facing name in the Send Audience flow on the Audience details page.

Best Practices & Reminders

• Avoid health context in the alias name: Never include PHI or health‑related terms in any platform‑facing name.

• Ensure adequate audience size: Platforms typically require at least 1,000 matched users for effective delivery.

• Time windows matter: For many healthcare use cases, 30–60 day lookbacks balance relevance with limited overexposure.

• Keep exclusions fresh: Also sync an “Already Converted” audience and exclude it in your ad platform to reduce wasted spend.

• Stay compliant: All retargeting must align with your organization’s consent policies and HIPAA requirements.

What’s Next?

• Create a Modeled Audience → Reach new users similar to your best audiences using your platform’s modeling/expansion tools.

• Apply Exclusions → Suppress users who already converted (see Exclusions guide).

• Combine with Imported Audiences → Layer behavioral and CRM data safely.

Need help? If you’re unsure how to structure your retargeting setup or verify compliance, contact [email protected].