The document provides a step-by-step checklist for setting up and optimizing a Facebook retargeting campaign. It includes 30 tasks across 6 checklists to set up custom audiences and pixels, choose campaign goals and metrics, create content, target audiences, set up ads, and optimize campaigns. The document estimates it should take 10-15 hours to complete if a business already has some conversions. It emphasizes remarketing to website visitors and email lists to amplify results through Facebook.