DIY Facebook Retargeting Part I – Setting Up Retargeting

This is the first part of a three-part series.

Now that you understand a little bit about how retargeting works and why it is so powerful, it’s time to get into the nitty-gritty of exactly how to do it.

There are several ways to retarget your visitors using Facebook. We’re going to take a look at how to set up and use website visitor retargeting, which is the most common type.

Setting Up Website Visitor Retargeting

The most common method of retargeting is to target your ads toward people who have already visited your website. This is helpful, because as we mentioned earlier, it will help you convert people who were proven to be interested in what you have to offer but did not, for whatever reason, choose to purchase.

To target this way, visit your Facebook Ads Manager:


If you are re-directed to ( then simply click on the “Login to manage existing ads” link highlighted in the screenshot below by the red arrow and it should take you to
>> even if you have never created a Facebook Ad before.

Either way, this is the page you want to get to: >>

From this page, you will want to choose “Audiences” from the left sidebar and then click “Create a Custom Audience”.

Select Custom Audience from your Website.

Agree to the “Terms for Custom Audience from your Mobile App and Website” by clicking the check box and click Create Web Remarketing Pixel.

Once it generates the block of code, copy the entire thing and paste it into your website on every page immediately before the closing </head> tag. You can also put it into header.php if you use something like WordPress that uses a header file to manage code.

Next article I’ll show you how to configure the audience.

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