How to Use Retargeting, Lookalike, & Custom Audiences – Your Facebook Pixel and LinkedIn InSight Tag

I just finished a call with someone asking how to use social media to drive traffic to their event. Among other tactics, we talked about using the Facebook Pixel and how it works. And yesterday someone wanted to know how to use their Facebook pixel to drive signups for their newsletter. So, if you’ve heard about retargeting, custom audiences, and lookalike audiences, and want to know more, read on…

  1. What is a Facebook Pixel?
    The Facebook Pixel is a tracking code that might be likened to your Google Analytics code. It’s a (free) code that goes on your website and gives you the info you need to run Facebook ads to people who visit your website.  Handy, right? You could, for example, create a Facebook ad inviting people to visit you at your next trade show and give them a free registration code.  Or run an ad inviting people to your party at the show. The ad could be set up to be delivered to people who’ve visited your website in the past 180 days.

Facebook business manager ad manager


2.  Where do I get my Facebook Pixel?
Log into your Facebook Ad Manager or Facebook Business Manager, and generate (create) your pixel. Go to Events, Pixel, click Create. You can email it to yourself or your web dev staff.  The email includes instructions on how to install it.


3. How do I install the Pixel on my website?

You put it in essentially the same place as your Google Analytics Code and your LinkedIn Insight Tag. When you email the Pixel from Facebook to yourself or your web dev, it will include instructions on where to install it.

Here are the basic instructions: “Copy and paste the pixel code into the bottom of the header section of your site, just above the </head> tag. Install the base code on every page of your website.”

Put your Facebook pixel into the header script in wordpress
Here’s a link to Facebook’s info on how to generate and install your Facebook Pixel.


4. How can I tell if my Facebook Pixel is installed?
Use the Facebook Pixel Helper to see if it’s installed on your site.  It looks like this when your pixel is installed:Facebook pixel helper
Or when it’s not installed, you’ll see something like this:No Facebook pixel installed

5. Building an Audience + Custom Audiences

Once your Pixel is installed and it starts gathering data, you’ll be able to Create an Audience of website visitors.  When you set up your next Facebook ad you’ll be able to select that audience as your target.

Facebook custom audience menu


In addition to using your new Facebook Pixel, there are several other ways to build an audience inside of Facebook; from uploading your database, to tracking people who watched 50% of one of your videos, for example. You can also get Facebook to create Lookalike audiences which means Facebook will find similar people using their data and algorithms.

Using the Facebook Pixel and working with custom audiences lets you deliver more relevant, more helpful ads to people. OK, get the word out!  Good luck!


LinkedIn and the LinkedIn Insight Tag work in very much the same way. Here’s a video where I walk you through exactly how to setup your LinkedIn ad account for retargeting and custom audiences.

Need to know about Social Media Basics?
(You can find out about the full course or just the social media module right here)Social media basics

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