What is Facebook retargeting, how does it work and what strategies to employ


Facebook retargeting is one of the most powerful marketing tools you can employ to help support your online shop’s sales and many businesses already use it. Research suggests that 96% of visitors that land on your website aren’t ready to buy – they simply come to your website, wander around a little, and then leave without making a purchase.

Today we’re going through what Facebook retargeting is, how it works, and what strategies you can employ using Facebook retargeting to help encourage your visitors to convert and become repeat purchasers.


Retargeting is a form of online advertising that brings back website visitors who haven’t purchased on their first visit to an online shop. This is done with something called the Facebook Pixel, which is a small piece of code placed on your site that collects data from customers browsing your shop. It collects things like what products they viewed, pages they looked at, things they had in their basket but didn’t buy, and even how much time they actually spent on your shop.

With Facebook remarketing, you can use this data to retarget customers with the specific items or pages they were looking at without them even realising via social media platforms. Facebook is a great channel to put your retargeting efforts into as it gives you the opportunity to be where your potential customers already are.



We create such specific audiences in order to target as most effectively as possible and to get the best possible return on investment. The more specific you are with your targeting the more likely the customer is to purchase your product.

These detailed targeting options may be based on a number of factors starting with basic demographic information such as age, gender, and location to more complex yet beneficial data such as the activities they engage in on Facebook in relation to their travel preferences and device usage. Additional targeting options include website ads they click on, pages they have previously engaged with as well as the mobile device they have used and the speed of their network connection.

But how can you use the data you collected and turn it into tangible conversions on your online shop? Next up, we’re going to be looking at ways you can retarget customers that you can start implementing today.


There is a range of ways you can use the data captured by the Facebook pixel. Planning ahead and creating relevant ad groups is important especially if this is to be a cost-effective and efficient way to remarket to your customers and prospects. Below are some great examples of strategies you can employ to retarget potential customers:

To Gain Newsletter Subscriptions

Get customers or potential customers to stay in touch with you using an easy subscribe button ad, which allows the user to subscribe to your newsletter in one click. To do this you would select an audience who has visited your site in the last 14 days perhaps. However, you must ensure to remove customers who have already signed up from the data collected by the pixel. Otherwise showing an ad to customers that are already a part of the newsletter is not only wasted money but a missed opportunity to display them a different message which is a reason to ensure the pixel is efficiently set up.

Increasing conversions

Data from the pixel makes it possible to determine customers who aren’t ready to buy just yet. They may either need more information or a bit more of a push to turn them into a conversion. This is achieved through data captured via the pixel, which displays customers who hesitate on a particular page and for how long. By retargeting these with a customer support line or an FAQ page may spur them on to complete their purchase.

Increase your sales with upselling

Upsell to your existing customers by showing them related products to items they have purchased from you in the past. For example, you can target specific customers who have bought a pair of shoes with a bag that matches, this may entice the customer into making another purchase.

Abandoned cart

One of the most effective ways to use data captured via the pixel for remarketing purposes is for customers who have abandoned their cart. A suggestion would be to target those individuals and maybe offer them a discount code or free delivery as a way to push them to complete their purchase. Alternatively, you can just remind them about the product they had in their cart, they may have just forgotten about it.

To prepare for this strategy you will have a pixel that fires upon them entering the checkout flow, however if the pixel fires again on the confirmation order page then they will need to be removed from this data list to ensure you are not targeting customers that actually did check out. However, if customers don’t reach the confirmation order page this suggests they are eligible for retargeting and did in fact abandon their cart.

Scheduling and preparing retargeting ads

A key strategy here is to understand where and when customers targeted by the ads are most likely to see it. It is known that the majority of Facebook users are active on the platform via their mobile devices, so it’s important to target them there, also think about when would be the best time of day that you think your target customer would be browsing Facebook, most likely in the evening and weekends. All of these preferences and many more can be set up on Facebook’s Ad Manager.


Facebook retargeting does work and the statistics prove it:

Facebook retargeting is an extremely powerful tool to help you not only remind customers of your brand but also create the audience you know converts best for your products. The sooner you connect the pixel to your website then the more data you will have to work from. So If you’re an EKM shop owner you can follow our guide on how to install the Facebook pixel here, or you can get in touch with our support team.



Emily Talley

Avid pizza enthusiast, strong advocate that pineapple DOES go on pizza. At the weekends you can find me hiking in the Lake District or dreaming about visiting far-flung destinations.

If you’d like to learn more about setting up your own online shop, read on for more insights into running your own online business here.