Summary: when running Repixel campaigns, you might notice that your targetable audience in Facebook Ads is smaller than the number of pageviews shown by Repixel on a site owner’s listing. The two main reasons for this are match rates and repeat visitors.
- Match rates. In order for Facebook to allow you to target someone on their platform, they need to know who that person is. But if the visitor to your partner’s website is not logged into their Facebook account when they visit, or maybe they’re not a Facebook user at all, Facebook isn’t able to identify the profile and he or she will not appear in your targetable audience.
- Repeat Visitors. It’s not uncommon for people to visit a website multiple times, or visit multiple pages of a website in the same session. These occurrences are counted as multiple pageviews, but of course would only be one person to target.