Facebook Remarketing Pixel

by Jan 5, 2018

You may be familiar with organic marketing strategies like sending out email blasts using platforms like MailChimp or Constant Contact, but have you ever heard the term remarketing or retargeting? If you run an eCommerce store then this is a term you should familiarize yourself with.


What is remarketing?

Remarketing is a form of online advertising (more often than not it is a form of paid advertising) that helps you reach out to online shoppers who have visited your store, but did not complete a purchase, or sign up for your mailing list, or viewed a product page, or generally did not take some action you find valuable. These actions are also referred to as “conversions”.


70% of online shoppers end up abandoning their carts for one reason or another. 8% of those shoppers will come back to your website to complete their purchase organically, meaning they’ll remember that they built a cart of stuff they want to purchase on your website and come back to follow through with their order. With remarketing you can serve ads to specific website visitors, like the ones who abandoned their cart, to remind them to come back and complete their purchase. eCommerce stores who employ remarketing strategies have recovered 30% of abandoned carts.


This is how the Facebook remarketing pixel has helped revolutionize online advertising.


Facebook Remarketing Pixel

With the Facebook remarketing pixel (and other similar tools) you can track the browser session of a user who visited your website back to their Facebook account. The Facebook remarketing pixel is a snippet of code your web developer can add to your website to track valuable actions by visitors on your website. It will track specific page views, actions like adding a product to the cart, initiate and checkout completion, etc. This data gets sent back to Facebook for you to use in ad campaigns on Facebook and Instagram. Here are some of the ways the Facebook remarketing pixel stands out.


Standard Events

Tracking what are called standard events are the bread and butter of the Facebook remarketing pixel. Standard events are actions or conversions that website visitors complete, and they can be as significant like adding a product to their cart or something less valuable, but still important, like viewing a product page.


There are nine standard events that can be easily implemented into your website’s markup to start tracking valuable user actions. They are:


View Content


Add to Cart

Add to Wishlist

Initiate Checkout

Add Payment Info



Complete Registration


These are all incredibly valuable actions (or events) that website visitors regularly take on your website as they typically imply an intent to purchase to some degree or another. Obviously some of these are more valuable than others, but they can all be used in some for or another in a remarketing strategy.


Custom Audiences

Creating relevant audiences on Facebook is one of the most important aspects of any marketing strategy, but it’s that relevant part that’s important. With the Facebook remarketing pixel you can create audiences based on your website visitors, or visitors who added products to their cart, or better yet paying customers! There’s no audience more relevant than someone who converted in your store (except maybe your mailing list, which you’ll want to do A/B testing with).


Integrating the standard events that are relevant for your eCommerce store into your website’s markup will allow you to then create audiences based on the the standard events that were triggered.


For example, imagine creating a custom audience of people who initiated a checkout, and then another custom audience of people who completed a purchase. What you can do is create a Facebook ad campaign in which you target users in the custom audience who initiated a checkout to get them to come back and complete their purchase. However anyone who’s completed a purchase will have invariably initiated a checkout, and you don’t want to waste ad dollars on users who have already completed a purchase, so while you set up your ad campaign you can exclude the custom audience of people who have completed a purchase.


And this is just the tip of the iceberg when it comes to what is possible with the help of the Facebook remarketing pixel.


Lookalike Audiences

From these audiences you can then create “Lookalike Audiences”. This is key for expanding your customer base. A lookalike audience is created from a custom audience list you already have. So if you take your paying customers you can have Facebook search its user base (4 billion users) and look for people who match the (online shopping) attributes of your paying customers. This now becomes a brand new list of people most likely to make a purchase at your store. The possibilities are tremendous!


Product Catalog

By syncing your product catalog with Facebook you can leverage an important aspect of remarketing for eCommerce stores, which is showing your website visitors the very products they already looked at, added to their cart, or initiated a checkout with.

facebook image carousel ad facebook remarketing pixel

As your visitors browse your store they will start viewing specific product pages, and they may be inclined to add those products to their cart or initiate a checkout, but end up abandoning their cart. By having your product catalog synced with Facebook you can retarget those visitors with an image carousel ad featuring those same products they were looking at to remind them about their abandoned cart in your store.


Advertising on Facebook is no joke. It has tremendous possibilities. A large part of that success comes from the ability to do remarketing to abandoned carts with the Facebook remarketing pixel. It should be an integral part of your marketing strategy.

Have any questions about our eCommerce Marketing Services? You can contact me directly by sending me an email at orlando@grimanymarketing.com or by filling out the form below.


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About Me

Hi! My name is Orlando. I help stressed out small business owners launch their websites with confidence by building a website that can help them grow their business online because your company’s website isn’t overhead, it’s an asset.

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