How to Use Facebook Pixel to Retarget

Getting someone to visit your website is a huge win, but what happens when they leave without making a purchase or signing up? With the Facebook Pixel, you can bring them back. This article will show you exactly how to install the pixel, create custom audiences of your site visitors, and launch effective retargeting campaigns that turn window shoppers into loyal customers.

What Exactly Is the Facebook Pixel (and Why Does it Matter)?

Think of the Facebook Pixel as a tiny, invisible bridge between your website and your Facebook Ads account. In technical terms, it’s a small piece of code that you place on your website. Once installed, this code logs key actions visitors take on your site and reports them back to Facebook.

So, why is this so powerful? Because it lets you retarget people who have already shown interest in your brand. Here's what that looks like in practice:

• Someone visits your online store and views a pair of sneakers but doesn't buy them.
• Later, while scrolling through Instagram, they see a video ad featuring those exact sneakers.
• They click the ad, return to your store, and complete the purchase.

Without the pixel, that visitor would have been gone for good. With the pixel, you get a second chance - and often a third and fourth - to connect with a warm audience that is already familiar with what you offer. It’s one of the most effective ways to lower your advertising costs and increase your conversion rates because you're spending your money on people primed to buy.

How to Set Up Your Facebook Pixel: A Step-by-Step Guide

Installing the pixel might sound technical, but Meta has made it relatively straightforward. Many popular website platforms even have built-in integrations that do the heavy lifting for you. Here’s how to get it done.

Step 1: Create Your Pixel

First, you need to generate your unique pixel code within your Facebook Business account.

1. Navigate to your Meta Events Manager.
2. Click the green plus icon ("Connect Data Sources") on the left-hand side.
3. Select "Web" as your data source and click "Connect."
4. Give your pixel a name (e.g., "[Your Brand Name] Pixel") and click "Create Pixel."
5. Enter your website URL and click "Check," then "Next."

Step 2: Install the Pixel Code on Your Website

Now, you’ll be given a few options for installing the code. The best method depends on how your website is built.

Option A: Use a Partner Integration (The Easiest Method)

If you use a common platform like Shopify, WordPress, Squarespace, or WooCommerce, this is your best option. Facebook will provide detailed, step-by-step instructions for your specific platform. Usually, it just involves finding the right settings menu in your website’s backend and pasting your Pixel ID - no coding required.

Option B: Manually Install the Code

If you have a custom-built website or you're comfortable with code, you can install the pixel manually. You’ll be given a snippet of code that needs to be placed in the global header of your website.

The code will look something like this:

<,!-- Meta Pixel Code -->,
<,script>,
!function(f,b,e,v,n,t,s)
{if(f.fbq)return,n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)},
if(!f._fbq)f._fbq=n,n.push=n,n.loaded=!0,n.version='2.0',
n.queue=[],t=b.createElement(e),t.async=!0,
t.src=v,s=b.getElementsByTagName(e)[0],
s.parentNode.insertBefore(t,s)}(window, document,'script',
'https://connect.facebook.net/en_US/fbevents.js'),
fbq('init', 'YOUR_PIXEL_ID_HERE'),
fbq('track', 'PageView'),
<,/script>,
<,noscript>,<,img height="1" width="1" style="display:none"
src="https://www.facebook.com/tr?id=YOUR_PIXEL_ID_HERE&,ev=PageView&,noscript=1"
/>,<,/noscript>,
<,!-- End Meta Pixel Code -->,

You need to copy this entire snippet and paste it right before the closing <,/head>, tag on every page of your site. If your website has a header template file, you only need to place it there once.

Step 3: Verify Your Pixel Is Working

Once the pixel is installed, you need to make sure it's firing correctly. The easiest way is with the free Meta Pixel Helper, a Google Chrome extension.

1. Install the extension from the Chrome Web Store.
2. Visit your website.
3. Click the Pixel Helper icon in your browser's toolbar.

If it’s working, you'll see a small green notification indicating that a pixel was found and which events were recorded (at a minimum, you should see a "PageView" event). If it shows an error, it will provide information to help you troubleshoot the problem.

Tracking Actions with Events

The real power of the pixel comes from tracking specific actions, known as "events." By default, your pixel tracks every page view. But you also want to know when someone does something more meaningful, like adding an item to their cart, submitting a lead form, or making a purchase.

These are called Standard Events, and they are the building blocks of effective retargeting. Some of the most important events to track include:

• ViewContent: When someone visits a key page, like a product page or landing page.
• AddToCart: When someone adds a product to their shopping cart.
• InitiateCheckout: When someone starts the checkout process.
• Purchase: When someone completes a purchase.
• Lead: When someone submits a form.
• CompleteRegistration: When someone signs up for an account.

If you used a partner integration like Shopify, most of these events are set up automatically. If you're installing the pixel manually, you'll need to add small snippets of code to the specific pages or buttons where these actions occur.

Creating Powerfully Specific Retargeting Audiences

Once your pixel is installed and tracking events, it's time for the fun part: creating Custom Audiences to retarget. This is done within your Ads Manager.

How to Create a Website Custom Audience:

1. Go to your Audiences dashboard in Ads Manager.
2. Click "Create Audience" and choose "Custom Audience."
3. Select "Website" as your source.
4. Now, you can define your audience using a variety of rules.

Essential Retargeting Audiences You Should Create Today:

The possibilities here are nearly endless, but here are four foundational audiences that every business should have.

1. All Website Visitors

This is your broadest retargeting audience. You can create a group of everyone who has visited your website within a specific timeframe (e.g., the last 30, 60, or 90 days). This is great for top-of-funnel retargeting, where your goal is to stay top-of-mind and bring people back for another look.

2. Visitors of Specific Pages

Get more specific by targeting people based on the pages they viewed. For example, you can create an audience of everyone who visited your product pages but not your "Thank You for Your Order" page. This allows you to show them ads specifically related to the products they are interested in.

3. The Classic "Cart Abandoners"

This is one of the highest-converting retargeting strategies. Create an audience of people who triggered the AddToCart event but did not trigger the Purchase event in the last 14 days. You know these people are highly interested, they just need a little nudge to complete their order. Your ads for this group can tackle common objections, such as offering a discount or reminding them about free shipping.

4. Past Customers

Retargeting isn’t just for new customers. Create an audience of people who have already completed a Purchase. You can use this to:

• Upsell or cross-sell: Show them complementary products.
• Promote new arrivals: Let them be the first to know about your latest offerings.
• Build loyalty: Offer them an exclusive "thank you" discount on their next purchase.

Smart Strategies for Your Retargeting Campaigns

Creating the audience is half the battle, the other half is delivering the right message. Your retargeting ad copy and creative should be different from the ads you show to a cold audience.

Recognize Their Familiarity

These people already know who you are, so you don't need a formal introduction. Be direct and reference their previous interaction. Phrases like "Still thinking it over?" or "Forgot something in your cart?" work well.

Use Dynamic Product Ads (For E-commerce)

If you have an online store with multiple products, Dynamic Ads are incredible. Facebook automatically creates a personalized carousel ad that shows each person the exact products they viewed, added to their cart, or browsed on your site. It’s highly personal and extremely effective.

Offer an Incentive

For high-intent audiences like cart abandoners, a small incentive can make all the difference. Try showing them an ad with a 10% off coupon code or a limited-time free shipping offer to encourage them to finish their checkout.

Always Exclude Audiences

A smart retargeting strategy is also about who you don't show ads to. When you set up a campaign to target cart abandoners, make sure to exclude the audience of people who have already purchased. This saves you money and prevents you from annoying your brand-new customers with ads for products they just bought.

Final Thoughts

The Facebook Pixel transforms your advertising from simple broadcasting into a smart, targeted conversation. By understanding who visits your site and what they care about, you can create campaigns that meet your audience where they are and gently guide them toward becoming customers for life.

Of course, successful retargeting starts with getting people to your site in the first place. That’s where a strong organic social media strategy comes in. At Postbase, we built a tool that takes the headache out of planning and scheduling the engaging content - especially short-form video for Reels and TikTok - that actually drives traffic. By staying consistent with organic content, you constantly fill your pipeline with new, high-intent people to retarget, creating a powerful marketing cycle that really works.