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What Is Retargeting And How Does It Work?

Retargeting, also known as remarketing, is a form of online advertising that helps you keep your brand in front of rebounding traffic after the traffic leaves your website. For most websites, only 2% of web traffic is converted on the first visit. Retargeting is a tool designed to help companies reach 98% of users who don’t convert immediately.

How Does Retargeting Works?

Retargeting is a cookie-based technology that uses simple Javascript code to anonymously "follow" your audience across the web.

It works as follows: You place a small piece of inconspicuous code (this code is sometimes called a pixel) on your website. Visitors to your website will not notice the code or pixels and will not affect the performance of your website. Every time a new visitor visits your website, the code leaves an anonymous browser cookie. Later, when your visitors browse the Web, the cookie will let your redirect provider know when to serve ads, ensuring that your ads are only served to people who have visited your website before.

How to setup retargeting with Facebook

  1. You must have a Facebook Ads Account for this part. If it’s not set up, go to and create your account. Link the Fan Page you created inside the branding checklists and continue from here.

  2. Click the 3 Dashes Icon in the top left which brings up the menu. Click All Tools and the bottom of this.

  3. Under Assets, click Audiences.

  4. In this example, we’ll create a tracking pixel for all our web pages. We can easily break down this audience into people who visited the thank you page or membership area afterwards by creating a new audience. The important part is having the pixel install on each page from the beginning. Click Create Audience > Custom Audience.

  5. Click Website Traffic

  6. Include ANY (leave as)

  7. Choose Your Pixel (if not there create one)

  8. Leave as All Website Traffic and change to 180 Days (the max FB allows)

  9. Audience Name: All Website Traffic

  10. Click Create Audience

  11. Close any other screen that appears and return to Audience.

  12. Checkbox the audience you created and click Actions > View Pixel

  13. Copy/paste the entire Facebook Pixel Code and paste in the <head> of all your webpages. *Choose option A.

  14. If you want to track sign-ups for example, install an event code. Choose lead and add this to your thank you. Only install event codes on specific pages where action has been taken.

  15. Install the Google Chrome Facebook Pixel tool to verify your pixels are correct.

Credit: OLSPSystem

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