One of the most common retargeting strategies is to show ads to people who visited your website but exclude anyone who already converted — like users who reached your Thank You or confirmation page. This prevents you from spending impressions on users who already took the action you wanted.
This guide walks through the full setup, step by step.
How It Works
In Agility, audience targeting is configured through Personas. To exclude converters, you'll build a Persona that includes your website visitors as the target audience and excludes anyone who reached your conversion page.
The setup has four parts:
Create a tracking event for your conversion page (e.g., Thank You page) in your Universal Tag
Create Website Audiences from your pixel events so they can be used in Personas
Build a Persona that includes your website audience and excludes the conversion audience
Attach that Persona to your campaign's ad group
Step 1: Create a Conversion Page Event in Your Universal Tag
If you haven't already mapped your Thank You or confirmation page as an event, you'll need to do that first.
Go to Tracking in the left-hand navigation.
Open your Universal Tag (click the arrow to expand it).
Click + Event in the top-right area of the tag panel.
Fill in the event details:
Event Name — Use a clear, descriptive name like "Thank You Page" or "Form Confirmation"
URL Pattern — Enter the URL path of your conversion page. For example, if your Thank You page is
www.example.com/thank-you, enter/thank-youand select the Contains or Ends With pattern.Event Type — Select the option that best matches your conversion action. Use Purchase for completed transactions, Sign Up for form submissions that create an account, or Lead for general form completions and contact requests. If none fit exactly, choose the closest match.
Household Extension — Toggle on if you want to track conversions at the household level.
Click Confirm.
The new event will appear inside your Universal Tag. It will begin collecting devices over time as visitors land on that page.
⚠️ Note: The event needs time to collect data before it can be used as an exclusion. Allow at least 48 hours after setup for the segment to begin populating.
For more details on Universal Tag setup, see Setting up Universal Tags.
Step 2: Create Website Audiences from Your Pixel Events
Before you can use your pixel events in a Persona, you need to turn them into Website Audiences. This is a critical step — pixel events on their own are just tracking data. You need to create an audience from each event so it becomes available as a selectable segment in the Persona builder.
You'll want to create two Website Audiences:
All website visitors — This will be your inclusion audience (the people you want to retarget).
Thank You page visitors — This will be your exclusion audience (the people you want to exclude).
To create each one:
Go to Audiences in the left-hand navigation.
Click + Create Audience (or + Website Audience).
Select Website Audience as the audience type.
Choose the Universal Tag or specific pixel event you want to base the audience on:
For all website visitors, select your full Universal Tag.
For your Thank You page audience, select the Thank You page event you created in Step 1.
Name the audience clearly (e.g., "All Website Visitors" and "Thank You Page Visitors").
Save the audience.
Once both audiences are created, they'll be available as segments you can select when building a Persona in the next step.
For more details, see Website Audience.
Step 3: Build a Persona with the Exclusion
Now you'll create a Persona that targets your website visitors but excludes anyone who converted.
Go to Personas in the left-hand navigation.
Click + Create Persona.
Name your Persona something descriptive, like "Website Visitors — Exclude Converters."
Add your primary audience segment:
Select Website Audience as the audience type.
Choose the All Website Visitors audience you created in Step 2.
Add the exclusion:
Add another audience layer.
Select the Thank You Page Visitors audience you created in Step 2.
Set the logic to AND NOT (this excludes anyone who matched this segment).
Save the Persona.
This Persona now represents: "People who visited my website AND have NOT reached the Thank You page."
For more details on building Personas, see Creating Personas.
Step 4: Attach the Persona to Your Ad Group
Personas are attached at the ad group level, not the campaign level. Every ad group must have a Persona assigned for the campaign to launch.
Navigate to your campaign and open the ad group you want to target.
In the ad group's targeting section, select the Persona you just created.
Save your changes.
Your ad group will now target website visitors while excluding anyone who already converted.
What About Geofence or Other Audience Types?
The same exclusion approach works with any audience type. If you're running a geofence campaign and want to exclude converters, create a Persona that uses your geofence audience as the inclusion and your Thank You page audience as the exclusion.
For example:
Include: Geofence Audience (your target location)
AND NOT: Thank You Page Visitors audience (your conversion page)
You can create separate Personas for each audience type and apply the same exclusion logic across all of them.
Tips
Pixel events must be turned into audiences first — You can't use a raw pixel event directly in a Persona. Always go to Audiences and create a Website Audience from the event before building your Persona.
One Persona per ad group — Each ad group gets one Persona. If you need different inclusion/exclusion combinations, create separate Personas for each.
Give segments time to populate — New events need time to collect devices. Don't expect exclusion data immediately after setup.
Check your URL pattern carefully — If your Thank You page URL pattern is wrong, the event won't fire and your exclusion won't work. Test by visiting the page yourself and checking the tag activity in Agility after 48 hours.
This isn't required — but it's recommended — Excluding converters isn't mandatory, but it helps you avoid wasting impressions on users who already took the action you wanted.
Need Help?
If you have questions about setting up exclusions or need help building a Persona, contact our team through Agility Chat.