Setting up Facebook retargeting means you are going to have to handle a little bit of code, but not to worry, you don’t have to be a programmer or have any programming knowledge to set this up yourself.
So what is this code you’re going to have to use?
Facebook calls the code they require you to use “pixels” and there are two types of pixels.
The first is an “audience pixel” that when placed on your website, lets Facebook track visitors from your site back to Facebook so you can advertise to them (the whole point of retargeting).
The second is called a “conversion pixel” and this lets you track when a goal is reached based on someone taking action from your ad (like when someone clicks on an ad then signs up to your email list or buys your product.
The audience pixel
The audience pixel is crucial to any retargeting campaign and the earlier you get it set up, the better. This is because Facebook can only track your visitors when the pixel is on your site, so every day it isn’t live means you will have fewer people to advertise to when your ads go live.
The main thing you need to understand about the audience pixel is that you only get one per ad account. This means even if you have multiple websites, you still only use the one audience pixel. The lesson here is to place the same pixel on every website you would like to advertise on Facebook.
Once the audience pixel is set, you can specify which site you want to advertise for by creating an audience based off of the exact URL you want to use. For example, you can create an audience out of YOURFIRSTWEBSITE.COM visitors and a second out of YOURSECONDWEBSITE.COM visitors.
The audience pixel should be placed between the <head> tags on every page you want tracked (usually this means every page, as you can always get specific later). I promised you that you wouldn’t have to be a programmer to set this up – and you definitely don’t! Here is a simple WordPress plugin called “Header and Footer” that let’s you just paste the code in once and be done with it.
NOTE: Feel free to use any other header plugin you prefer. You will need the pixel in the head section of ALL pages, so make sure it does this (most header plugins do this).
So let’s get started:
- Go to your ad manager in Facebook
- Click on “audiences” in the left sidebar of your ad manager
- Click on the green button at the top of the screen that says “create audience” and select “custom audience” from the dropdown that appears
- Select the “website traffic” option and then select the audience to be for “anyone who visits your website”
- Name the audience & copy the code
- Upload the “Header and Footer” plugin to your wordpress
- Paste your “audience pixel” code into the <head> section of the plugin and hit save
Do you want to make more specific audiences than just all traffic to your website? Create another audience by following the steps above (you only have to place the pixel once), but instead of targeting all traffic in step 4, click the dropdown box and choose “people who visit specific web pages” – then paste in the url of the pages you want to target!
If you need more help, follow along with this short tutorial:
The conversion pixel
If you’re advertising for page likes, don’t worry about the conversion pixel. This is used so that Facebook can track off site activity – like someone signing up to your email list.
But if you are using ads to drive people to an email signup page or a sales page, then DEFINITELY use conversion pixels. How your ads perform based on their cost per conversion will be the only real metric you care about.
The conversion is pixel is placed on a specific page on your website and when someone lands on it after seeing or clicking on your ad, Facebook recognizes which ad sent that conversion. It is important to note here that the “conversion pixel” should be placed on the page people are sent to immediately after purchasing. No pixel is needed or should be placed on the page you send people directly to from Facebook.
If you are slightly comfortable with dealing with code, feel free to paste the “conversion pixel” code right in between the <head> tags of the confirmation page. Otherwise, upload the “Facebook Conversion Pixel” plugin into wordpress and then navigate to the post/page edit screen in wordpress and find the box the plugin added where you can paste in your “conversion pixel.”
NOTE: Feel free to use any other Facebook Conversion Pixel plugin you prefer.
So how do you create and place your conversion pixel?
- Within the ad manager in Facebook, click on “conversion tracking” in the left sidebar
- Click on the green button that says “create pixel”
- Choose your category of conversion (registration, checkout, lead, etc)
- Name your pixel something easily identifiable
- Copy the “conversion pixel” code
- Paste the conversion pixel on the post/page within wordpress (either manually or by using the plugin) that people will see right after they convert
How do you know everything is working?
Facebook makes it easy by placing a little green dot with the word “verified” next to your pixels when they are up and working. In order for them to register as verified, all you have to do is visit a page where they are placed and then check again in Facebook. As long as someone has visited a page where your pixels are placed within the last 24 hours, they will show as verified when you’re in the pixel section (audience or conversion) of Facebook.
Want to follow along with another short tutorial? Just watch below:
Now that everything is set up, we’re ready to start your first retargeting campaign!