How to set up Facebook Remarketing

Facebook Remarketing, what is it? Well, it’s a really cool feature that allows you to add all your website visitors into a Facebook Custom Audience (if they have a Facebook account of course).

Facebook have recently changed the way in which you use pixels, instead of using multiple pixels that were created depending on their purpose, they only allow you to use one pixel now, you can read more about it here.

We have put together this step by step guide on how to add the Facebook Pixel to your website so that you can start to add website visitors to a customer list.

How to add Facebook Pixel to your Website

Login to Facebook and head to the Adverts Manager. From here, click on the Tools dropdown and select Pixels, as shown below:

If you have not created a pixel before, Facebook will ask you to create the pixel, once you do that you will be able to view it. If you have created a pixel in the past, click the Actions dropdown and select View Pixel Code. This will take you to the pixel code itself, that’s all you have to do now is copy the pixel code.

In order to get the Facebook Pixel onto your website all you need is the Facebook Pixel ID. We have already added the pixel code into GTM but it has not got your ID associated with it. To add the Pixel ID head over to GTM click on Variables on the left hand side as shown below:



In the list of variables, you will find one called Facebook Pixel ID. Click on this and add your ID into the value box as shown below:


It’s as easy as that. Once you have added the Pixel ID, you can go into preview and debug mode to check that the tag is firing on the website. If everything looks good, publish the container and head back to Facebook to start building your audience.

Top Tip: Download the Facebook Pixel helper from the Chrome extensions, this tool will help identify all pixels firing on your website.

Now that you are back in Facebook’s Advert Manager, click on the Create Audience button, a popup will appear and you can start to build your audience. As you can see from the image below you can create an audience from anyone who has visited the website or you can tailor that audience dependant on your needs. An example of this, if you wanted to create a Facebook campaign that targeted only people who have been to certain parts of the website, you would build your audience from the option ‘people who visit specific web pages’. To start we recommend adding everyone who has been to the website, you can create another audience at a later date.

Give your audience a name, for this example we suggest All Website Visitors and then click the ‘create audience’. Once you have done this all customers who visit your website will be added to the Facebook Custom Audience List. You will now be able to create adverts within Facebook and target these customers, once your list gets to over 1,000 it maybe an idea to create a lookalike audience based on those customers. By doing this it will give you access to Facebook users who are similar to your customers.

If you would rather see a video of how to implement the above, we have found this on Youtube that illustrates it perfectly,

Leave your audience build for a week or so and then you can start running adverts that target this audience. Remember to add a conversion pixel to the purchase trigger before running adverts so that you can track the effectiveness of the campaign.

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    Louise Atkin

    How does this affect things if you are already using a facebook pixel and you can only have one?

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    Hi Louise, Nick here, hope all is well?

    So, you can add multiple Facebook pixels to GTM, however there is a way to do it. Check this article out

    If you need any more help, get in touch.



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