How To Set Up Facebook Retargeting Pixel (Remarketing)

By on 06/27/2014

Recently Facebook release retargeting features to allow users set up Facebook retargeting, or remarketing as some people call it. In the past, you could only set up Facebook retargeting through larger advertisers. As a result, there’s not a lot of information out for a small business to set up retargeting on Facebook themselves. In this post I’ll show you step by step how to set up Facebook retargeting.

Also see the new ultimate guide to setting up retargeting on Facebook and every other network if you are also setting up retargeting on Adwords, Bing, Instagram or Twitter.

Setting Up Facebook Retargeting Pixel

First, you’ll want to go to your Facebook campaign center, which is located at Then look in the left hand sidebar for a tab called audiences. Click on the audience tab and you’ll start the process of setting up retargeting for your website and your Facebook advertising campaigns.

Facebook Retargeting Audience

After you select audiences, you will see a couple options. You can create custom audience, which is what we are going to do for this example, or you could create a look-alike audience, which is similar to your current audience.

The reason we are selecting “create a custom audience” is that we want to install the code on our website that tracks those website users so we can display ads on Facebook to them.

Facebook Advertising, "Create a Custom Audience."

After clicking “create a custom audience” tab, you’ll see a pop-up that says “custom audience for your website.” In this example, we are creating a pixel for our website so we can Capture website users and market to them on Facebook.

You will see that you have additional options below, for this case we will use the “custom audiences for your website selection.”

Facebook create a custom audience from yoiur website

Before we are able to proceed, we have to agree to the Facebook terms and conditions. This is a pretty standard terms of conditions that we have all seen many times before. If you like to read these things, by all means, enjoy.

Facebook Retargeting Disclaimer

After selecting the terms and conditions for retargeting, you will see the code that we need to install our website. If you are familiar with installing things like Google analytics or other tracking pixels, this should be easy for you. If you have a WordPress site, it’s really simple to install this as well. I’ll show you where to put it in the next step.

If you’re not familiar with WordPress, have some other website application, or if you have a basic HTML type website, You can always send this code to the person that manages your website.

Facebook Remarketing Code

If you are on WordPress, you may already know how to install the code. If you do not, I would suggest installing a plug-in called “header and footer scripts.” This plug-in will allow you to easily paste code into the header or footer on your website. This is the plug-in that I’m using below and is located under the settings tab after you install it.

Finished Setting Up Facebook Retargeting

After you have installed the script onto your website, continue to the next step by clicking audience tab on the Facebook pop-up window. The next screen you come to will be a name that you will use when you’re setting up your marketing campaign in Facebook. So name your custom audience something that’s recognizable like “website audience” or whatever makes sense to you.

When you’re setting up your marketing campaign in Facebook, and you want to retarget this audience, you will select the name that you choose here.

name your facebook audience

And that is it for creating your retargeting or remarketing list with Facebook. The next thing you’ll do is create your ad at the Facebook campaign manager or return to an existing ad and change your target to your new custom list.

Finished Setting Up Facebook Retargeting

I hope this helps you with your internet marketing efforts. Please come back and post your results soon!

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16 responses to “How To Set Up Facebook Retargeting Pixel (Remarketing)”

  1. Claudio says:

    hello am Brazilian and I saw your post, do not you read the English with the help of very good google tradudor, I’m looking for here the name of a plugn to install so I can do in the face and reamarketing tava hard your post ajudoru me a lot thanks .
    I am beginner in this type of activity
    but I like this kind of work


  2. David Hurdon says:

    Joel, thanks for this how-to. I installed a plugin to do the job and it didn’t. Your instructions did.

  3. Sarah says:

    Thanks, it was very helpful!

  4. seosanjayupadhyay says:

    wow nice information buddy . You should also add somthing realted to google analytics Panel.
    how to set in GA how to track your custom audience. I hope in your next article you will include these parts. Thanks

  5. I didn’t realize you could do this… Good stuff. Need to play around with it.

  6. Jarrad Bosenberg says:

    Thanks fro the info. Any suggestions as to where I can get further (free) information on re targeting and custom audiences? Please

  7. toroktomi says:

    We used retargeting with a small twist: generated our Facebook pixel and added to our partner’s site (targeting the same audience).

    In this way we are able to target new, relevant and still engaging audience. Our experiments are still running, but in this guide you will find more details on how to set it up:

  8. zenepay says:

    Very nice, Thank you.

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  11. john b says:

    Using a 3rd party tool like sniply where you can drop the retargeting code into the link (because you have no access to the sit the link goes to… how are you still able to set up a custom audience?


  12. Do you have an updated post for how retargeting using Facebook works today? This is a great post, but the first link to /advertising redirects now and nothing looks like this that we’ve found so far.

  13. I am really loving the theme/design of your site. Do you ever run into any internet browser compatibility
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  14. Wow! your article is so nice, I have got a lot of information on this article, really I will help my business. Thank you so much for writing this article

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