Using Facebook’s Custom Audiences from your website, you can create an audience representing any group of customers or prospective customers that express interest in your product on your website. Later, you can reach these people with targeted Facebook Ads. For example, you could run a campaign to reach out to those who visited your site and viewed a product page, but have not made a purchase.

Now you can deliver highly relevant ads based on the interest that visitors had in your products. This allows you to target current customers who have viewed a particular product or service page, potential customers who have not yet registered, or re-engage with recent website visitors by delivering highly relevant messages to them.

Custom Audience from your website can be used to:

• Remarket to people using your website
• Make your existing ads more efficient by excluding audiences of people who have already converted
• Create lookalike audiences of people who look like the people browsing your website

Why should you track your customers?

By tracking how each potential customer progresses along the buyer’s journey (e.g., which checkpoints a customer has completed), advertisers can more effectively influence people who have expressed interest in their products. For example, using the Facebook pixel, an advertiser could capture intent based on the activity of people who are viewing pages about a loyalty program, browsing a particular product page, or filling out a preferences form. Later, the advertiser could serve relevant ads to these people to encourage them to convert.

How to set up Custom Audiences

Custom Audiences from your website requires use of the Facebook pixel, which is a small piece of JavaScript code placed on every page of your website. The Facebook pixel is used to capture intent information about how people are using your website, and it sends back reports containing general information about the browsing session, a hashed version of the Facebook ID, and the URL being viewed.

Advertisers can also send Custom Data back to Facebook that contains additional information about the browsing session. For example, when a viewer adds a product into her wish list, an advertiser can optionally send Custom Data to Facebook about this event, including information about the product. This product information then becomes available for use in Audience rules via the Facebook API.

Now that you have those tracking pixels on your website, you’ll begin capturing your visitors so that you’re able to remarket to them at your leisure. This means that your ads will appear in their Facebook News Feed after they’ve visited your site.

Using Custom Audience can lead to heightened brand recall, greater engagement, and a higher conversion rate.