Facebook Retargetting Pixel

If you require a disclaimer about doing anything you read on this blog, well then I don’t think you should be here reading it. However, the disclaimer is -back up your wordpress sites before installing any plugins. Anything you decide to do on your site as a result of reading this blog post is completely on you. I see this as an education post only.

You must have heard of retargetting by now, right? (UK spelling btw). If you don’t know what retargetting is it’s the feeling like you’re being stalked online – you visit an online store and the next minute that same product is appearing on Facebook. It’s like “how did they know I was looking at those shoes?” – that’s retargetting.


Facebook have a piece of code called your Pixel Code which you install on your website on pages that you want Facebook to add their cookie to in order to track visitors on your site. The benefit of this is that you can write a blog post (like this one, for example) and then have Facebook’s pixel track the visitors to this post and add those visitors to a custom audience. Think of a custom audience as a group of people who have shown an interest in your website and you don’t even need to spend a dime on Facebook to have this information categorised like this.

So, first things first make sure to install the pixel code on your websites! If you are using WordPress I recommend installing “Insert Footer and Header” plugin by WPBeginner. It makes adding the pixel code to every page very easy.

Next, you need to actually set up the custom audience. To do this go into your Facebook Ads manager and find Tools. In there select Audiences. Then, on the left hand side select Create Audience and select Custom Audience. A new box will pop up. Here you select Custom Audience from Website.

This will now give you the option to add URLs that you want to track for when you have visitors. If you want to track every page on your site then simply just add the root domain in the field. If you want to add specific pages (for example, target those who are interested in a specific product range) just add those URLs here and ensure to give the audience a name you can understand when you refer back to it later.

For days – think about how long you want people to stay in this custom audience. They can stay in there for as long as 180 days. This is useful because you only want an active engaged audience. No point in having someone in there for 180 days when you’re targetting them for a St Patrick’s Day campaign, now is there?! Or if they just don’t click on your ads even though you promote to them over and over – no point in wasting the impressions on them, right?

So just give it a little thought as to what the overall strategy is to how you want to retarget to these audiences.

Once you have the custom audience set up as people start to visit your site they will get added to the custom audience (if they’re on Facebook, of course and who isn’t?). Then over time your audience will grow.

Now you can start to promote to these visitors the very same day, if you wish. Show them a new ad (related to the thing they were looking at on your website) and get it back in front of them again. Remember, it can be 8 or more times before someone notices your ad so be persistent with it. Also – with a small audience be sure to consider CPM for your ad spend – using impressions rather than clicks. CPM is cost per 1000 impressions and it can sometimes be very cheap. So, look at all your options.