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Facebook remarketing – how does it work?

How to use remarketing on Facebook?

Remarketing on Facebook – a method of returning with an advertisement to customers staying on Facebook, who have already had contact with our brand in the form of, for example, visiting our website. A person who already knows our product has a much larger purchasing potential than a person who has not heard about us yet. Remarketing, although mainly associated with Google ads ads (formerly Adwords), can also be used in advertisements on Facebook. And that’s what’s in today’s post.

Thinking about the Facebook advertising system, the idea is to create groups of recipients based on interests, age, sex, language, job positions or behaviors. However, creating such a group based on demographic data is just the tip of the iceberg and one of the three targeting options in the Facebook ad. The other two types of groups are:
– recipients of non-standard recipients,
– created on the basis of non-standard groups.

Custom audiences = Remarketing groups

Speaking of non-standard groups, we return to the subject of this post, i.e. to remarketing. They are simply people who have taken action within our brand, whether it was visiting a fan page, clicking a post or accessing a website. Each of these people already knows our brand, and thanks to the group of non-standard recipients, you can return to them with the “facebook” advertisement.

Creating a group and remarketing on Facebook

You can create such a group in the Facebook Ads Manager in the Recipients Groups tab and then by clicking the Create recipients → Custom recipient groups. When you select the option to create a group of custom recipients, you can choose from several sources on the basis of which the group is to be created.

We will discuss today the three most important, in my opinion, options for building such groups that can be created in support:
– Facebook page,
– Website traffic,
– Movie.

Facebook page (remarketing with fanpages)

Here, contrary to appearances, it is not about people who are fans of your site and those who have made different types of interactions with the site – even small ones.

With this option you get to people who:
– take action against the website (the most comprehensive group),
– visited your fanpage, reacted to a post or advertisement (reactions to the post, shares, comments, likes),
– clicked any CTA button (call to action button – e.g. “buy now”),
– they sent a message to your website,
– have saved your website or any post.

The maximum amount of time that can cover the above activities and activities is 365 days, this means that you will not reach the people who, for example, reacted to the post two years ago. The whole year, however, is a big part of the time and allows you to reach people who will remember your fanpage – of course, the fewer days the greater the chance that the recipient remembers you.

Such groups can be used as a target for ads that direct traffic to a website. After all, someone who already knows your brand is more likely to click on the link in the ad and visit the site than the person who sees the name of your brand for the first time.

It can be a part of a sales funnel in which you target your fanpage, for example by using the advertising goal, and then people who interacted with the posts are targeting your website.

Useful, is not it?

examples of custom groups based on the fan page:
– people who visited the fanpage within 30 days,
– people who reacted to a post or advertisement within 7 days,
– people who have clicked on any CTA button within 60 days,
– all persons who have taken action on the fanpage within 100 days.

Website traffic (remarketing from the website)

Probably the most important group of customers in the context of the sale of services and products in the advertisement on Facebook may be a non-standard group based precisely on Traffic on the website.


To use this option, you need to have a Facebook pixel installed on your website – a tracking code that allows you to return with the advertisement to people who visited your website. This code is installed in the website section and you can generate it in the Pixels tab in the Ad Manager. The basic code will allow you to reach all people who have visited any of the parties, and the so-called pixel events will provide you with information about specific actions that have been taken, for example adding to the cart or filling out the form.

This is one of the most advanced forms of targeting – it eventually requires “burying” in the code of the website – but if you think about effective advertising on Facebook, especially in the context of selling services or products – definitely you should be interested in the pixel, its events and creating thanks to it custom groups.

Returning, however, to the creation of such a group – clicking “Traffic on the website” in the source selection window, based on which a custom group will be created, a window will appear in which you can choose what activities on the site interest you and what range of days should be included.

The simplest of them will be selecting all visitors to the site. Thanks to this, you will create a group of all people who visited your website – no matter if it was a home page or a contact form tab. This is the most comprehensive group you can create based on pixel data. (for advanced users: this data will come from the PageView event implemented in the basic pixel code)

The maximum range of days is 180, however, it is worth remembering that these “hottest groups” of recipients are people who visited your website recently – for example in the last 7 days.

If you additionally have pixel events installed on your website, you can reach people who clicked specific buttons or visited specific tabs.

If there are no events on your website and you have the same basic code installed, you can create groups based on specific links – then select the option Individuals who visited specific websites and select the URL that interests you – eg / offer

Examples of custom groups based on site traffic:
– people who visited your site in the last 30 days,
– people who visited specific websites, for example in the last 3 days,
– people who have displayed content within 3 days (if you install such an event on product cards in an e-commerce store – you will reach people who have been looking at specific products, not people who just visited the homepage),
– people who added products to the basket within 7 days but did not make purchases at that time – you set such a group by excluding people who made the purchase,
– people who have completed the contact form in the last 60 days.

It is thanks to this option that you can see advertisements on Facebook of websites that you previously visited in your browser. This is not an easy subject especially if you are just starting your adventure with Facebook ads

Film (Facebook remarketing for people who watched video)

The third, seemingly innocent option is the ability to create a group of custom recipients based on the video published in your ad or post on a fanpage. Why can this option be so useful? Because the functionality provided by Facebook here is the option to choose the time or percentage viewed by the recipient of the video.

You can reach people who have watched 3/10 seconds or 25% / 50% / 75% / 95% of the video. Thanks to this you will reach people who have shown a particular interest in your video and, consequently, interest in your website, service or product. Such a group can be a great part of the sales funnel.


1. You create a general audience based on demographic data (standard group), e.g. interest, location, age or behavior.
2. You direct the video to this group using an ad with the purpose of Video View.
3. After completing or during the campaign, you can create a custom group based on video – choose the movie that interests you and the time or percentage of the video you are watching.
4. You can target an ad to such a group, eg with the goal of traffic or conversions – you already know that people in this group have shown interest in your video and are probably more likely to click on the link or take action on your site – or at least high-quality clicks.

Facebook remarketing – other types:

These are just three options for creating remarketing groups, but there are many more of them and it is worth to read them – perhaps these will be the options that will be particularly useful in your marketing activities. In addition to the ones I mentioned, you can also create groups based on data from:
– activity in the application,
– file with customer data,
– offline activity,
– profile on Instagram,
– events,
– contact form,
– instant material.

At this point, it turns out that the advertisement on Facebook is not only to reach people with specific interests but to build groups of recipients based on advanced and specific activities in various sources, such as a fanpage or a website. We therefore have a powerful advertising tool that can have a significant impact on your remarketing efforts.

In we believe that advertising campaigns on Facebook works best combination of all three types of customers, and it is the combination of all of them, you can create the most effective advertising.

Each of the groups – standard, non-standard and a group of similar people, can be used at various levels of the sales funnel. In the end, standard groups can be turned into custom groups (remarketing) and in turn, you can turn into similar groups.

The basis here is knowing how to use these options and combine them into one effective whole.

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