What Is Facebook Retargeting?

Get back your customers using Facebook retargeting

Do you want your FB audience and customers to keep coming back to your online store? For that, you must know how to retarget your customers on FB. So, what is Facebook retargeting? It is a PPC ad strategy targeting customers who have previously interacted with your website or product. To use the retargeting technique, you need to set up a retargeting pixel code and then create a custom audience to retarget.

Then, select the audience who has previously interacted with your page or your website. And you can now run a retargeting campaign and track its results. Won’t lie, the process is a little complicated, but we got you. Here’s a complete guide to how to set up a Facebook retargeting ads campaign.

How Does Facebook Retargeting Work?


For a more useful understanding, let’s see how this works. Let’s take an example:

  • ‘The XYZ’ jewelry brand. You saw an ad for this brand on Facebook. And you liked the products shown in the ad and visited their website. Then, you browsed through the website, changed your mind, and exited the brand website.
  • A few days later, You are scrolling through the Facebook feed and again find the ad for ‘XYZ jewelry.’
  • This time you decide to buy the products from the XYZ jewelry brand.

Do you see? The XYZ jewelry brand used the Facebook retargeting campaign to convert you into buying their products.

The XYZ jewelry brand set up a Facebook retargeting campaign. Then, the Facebook algorithm went through the list of audiences who visited the brand’s website and retargeted them on Facebook. Therefore, the audience was converted into a customer. When used correctly, Facebook retargeting is an underestimated ad strategy, but it works wonders for a brand. To create successful retargeting campaigns, you need to develop retargeting pixel codes. Let’s see how to make retargeting pixel codes on Facebook.

Steps To Setup Meta Pixel Code

You must set up a Meta pixel code (formerly Facebook Pixel Code) to create a retargeting ad. Before setting up, you must create a Meta Pixel code through your Business account. This is a vital step to creating a successful Facebook retargeting campaign.

Follow the steps below to set up your Facebook pixel code.

  1. In your business account, go to Events Manager.
  2. Now click on the ‘+’ icon, Connect data sources.How To Set Up Facebook Pixel
  3. In that, select Web.
  4. Choose Facebook Pixel and then click on Connect.Meta Pixel Set up
  5. Type in your Pixel Name. For easy setup, you need to add your website URL.
  6. When done, click on Continue.

    Adding Facebook Pixel

How To Install FB Pixel Code?

You can select one of the three ways to install the pixel code on your websFirst, you:

  • You can Manually add your pixel code to the website. following next method is by using Partner integration.
  • If you can’t see your platform, then you can setup by using the Email instruction method.

If you install it manually, you must copy-paste the pixel code to your website code. Then, ensure that the pixel code is included on every website page. You can also do the Partner integration method by going to the Partner integrations page in Event Manager. If somebody else updates your codes, then the Email instruction method is the one for you.

How To Create A Facebook Retargeting Ad Campaign?

There are a few requirements that you should know before creating a Retargeting ad campaign:

  • You must have a pixel implemented on your website before creating any campaign.
  • For retargeting ads on mobile apps, you can set up app events. If you’re clueless about how to do so, contact a web or app developer.
  • One must have a Catalogue to use Advantage+ catalog apps. If you don’t have a catalog, you should first understand how to create one.

Steps To Create Facebook Retargeting Ads.

To retarget your audience using Advantage+ catalog ads, follow the steps below.

  1. In your account, go to Meta Ads Manager.
  2. If you have an existing Advantage+ catalog ad, use that or create a new one.
  3. Go to Audience in the ad set, and choose, Retarget ads to people who interacted with your products on and off Facebook.
  4. Click on the retargeting option.
  5. Update the number of days and select the products you want to include.

Note: When you select to use the Custom combination, you can specify things like audience interactions you want to include and exclude.

That’s how you create the Facebook retargeting campaign.

Remember, the customer is the King, and remarketing is the key to gaining more customers and growing your online business. Ensure that you do not over-advertise and create a custom audience beforehand. If you want to know more about the marketing funnel, here is your guide to what is a marketing funnel.