Retargeting Upside Down with New Facebook  Pixel for Shopify sellers only

May 24, 2016

Retargeting Upside Down with New Facebook Pixel for Shopify sellers

The real magic does exist and its name is Facebook pixel. It tracks users, their actions, tells how many conversions you get and, moreover, gives you the superpower of retargeting.

  • 92% of marketers have tried or regularly use Facebook Ads (source:
  • According to shoutmeload Facebook Ads can bring up to 15% more ROI. Bang the drum!
  • Retargeting gives you a chance to turn 68.63% of “abandoned carters” into your loyal customers which can triple your ROI.

Although New Facebook pixel has been around for already over a year, a simple explanation of its implementation and workflow is nowhere to be found. This article is an opportunity to save your money since having read it you will no longer need to pay somebody to set the pixels up for you.

Retargeting on Facebook and pixel are the best buddies: without the pixel there will be no retargeting, without retargeting the pixel loses at least a half of its efficiency. For this reason, I’ll cover both of these issues in the following article.

Here is what we are going to talk about:

  1. What’s the new Facebook pixel is and why you need it
  2. What Website Custom Audiences you can create with new Pixel
  3. What retargeting tactics you can use

So, happy Facebook Pixel Retargeting Explanation Day to you! Hooray!

1. What’s the new Facebook pixel is and why you need it

Facebook Pixel is a small piece of a code which is added to a Shopify store. By means of this pixel Facebook understands who came to the store, which pages the user viewed, what actions occurred and what characteristics these actions had. For example, when someone adds goods to cart on your website, Facebook will be able to define who added goods to cart and left without making a purchase due to Facebook Pixel event (Add to Cart and Purchase).

The pixel itself:

The Facebook pixel itself

What are the main pixel functions?

  • transferring information about your website audience for Facebook to distinguish which user visited your website and which not.
  • transferring information about users’ actions. Various standard events serve as sensors, by means of which Facebook defines which actions users performed on your website.

Facebook has initially allocated a set of standard events you can use, which are displayed on your Facebook analytics dashboard.

Facebook Pixel Retargeting

List of popular Pixel Events and their explanation:

  • Page View (a standard event set on all pages) — transfers information regarding the page users visited.
  • Search — activates during the search.
  • View Content — activates once the user opens the product page.
  • Add To Cart — activates when Add to Cart button is pressed.
  • Initiate Checkout — activates upon transition to the checkout page.
  • App Payment Info — activates once the payment information is added.
  • Purchase — activates when the user makes a purchase “Thank you” page.

Why do you need a Facebook pixel?

  • Optimizing campaign for events: you can make “Purchase” or “Add to cart” events the purpose of your advertising. It will help Facebook to find the most inclined to perform those actions (events) users. (Use website conversions Campaign Objective)
  • Running Retargeting campaigns: You will be able to segment website audience any way you need (by actions or pages which users visited during a defined period of time).
  • Create Lookalike audiences: Facebook Ads Manager will enable you to create similar audiences of users for your Shopify store — it is a possibility to attract new users who will behave the same way as the “source” audience.
  • Getting Results: Pixels transmit all the essential information about your ad campaigns into your Ads Manager Dashboard, counting ROI or CPA metrics here is as easy as a pie.

How to install Facebook pixels on your Shopify store?

Shopify has already provided the solution to pixels installation, so all you need to do is find Pixel ID and insert it in the store’s settings.

  • Go to Facebook Ads Manager and receive a Pixel ID. (Facebook Ads Manager > Tools > Pixels)

Facebook Ads Manager - Tools - Pixels

Shopify settings - Online store

  • Insert Pixel ID in Facebook Pixel block and press “Save”. That’s it!

Facebook Pixel Retargeting


  • Remove previously installed pixels. Here is an instruction. If you have installed RetargetApp application, don’t worry — our pixels won’t conflict with Shopify pixels. (If you haven’t done it yet, you can install the application here :))
  • Check installed pixels with Facebook Helper.

2. What Website Custom Audiences You Can Create with New Pixel

Once the pixel is installed, your Facebook Ads Manager has full access to your Shopify store audience with all necessary events and parameters.

How to segment your traffic into different audiences based on the pixel events?

Go to Facebook Ads Manager > Tools > Audiences > Create Audiences > Website Traffic.

Facebook Pixel Retargeting

You can create audience based on the following parameters:

  • URLs which users have visited.
  • Events which users activated.
  • Duration: a period which has passed since users performed the previously mentioned actions.

Select Custom Combination > Events > Choose event from the list > Choose the audience duration > Name the audience > Press Create Audience.

 Facebook Pixel Retargeting

What audiences do you need to create?

You need to create 5 audiences for each event with a different Audience Duration (3, 7, 14, 30, 180 days) —  20 audiences in general. It is indeed a boring technical work, but it a “must do” for efficient work with the audience.

Facebook Retargeting Pixel

3. What retargeting tactics you can use

Once the pixels are installed and the audiences are created, you can use the following retargeting tactics to run super ads and to boost your store’s ROI. You need to adjust the audiences like shown on the screenshots below yourself while creating the Ad Campaign in Ad Set category.

Facebook Pixel Retargeting

Retargeting Tactic: Remind a visitor to finish a purchase to solve abandoned cart problem

Why? To remind in a friendly way that the user wanted to acquire goods but for some reason didn’t do it. The purpose of this campaign is to increase users’ trust to brand and site and to remind them to return. It is important to show that your store has impressive advantages and offers high-quality goods or service.

Audience: Viewed Content but not purchased (7 days)

Facebook Pixel Audience


Retargeting post example Retargeting post example

Pro Tip:

  • When audience “View Content 3 days” will be 300+, Split this campaign into 2 Ad sets: 3 days and 7 days. You’ll see totally different results from 2 almost the same audiences with the same Ad message. If you are not satisfied with the results, try improving your ad message, or offering a discount code. If the results differ a lot, try improving your ad message for the audience which converts worse.

Facebook Pixel Audience Facebook Pixel Audience

Retargeting Tactic: Retarget with the best offers or sales

Why? Showing the same message (reminder) to a user for 14 days doesn’t make sense. He is already not interested after having been viewing your reminder for the first 7 days since he left your website without making a purchase. So, inform him about your best offers or sales.

Audience Settings:

You need to create 2 Ad Sets with different audiences:

  • Users who haven’t purchased in 7–14 days

Facebook Pixel Retargeting

  • Users who haven’t purchased in 14- 30 days

Facebook Pixel Retargeting Shopify



Facebook Pixel Audience


  • Users who haven’t purchased in 14- 30 days haven’t been interested in the previously offered items, therefore, the items or special offer need to be changed.

Retargeting Tactic: Retarget with New Collection Release

Well, here everything is simple. When a store has a new collection, what every store owner does is send e-mail notifications. Yes, it works for those who left their e-mail but the number of people who didn’t leave you an e-mail is much higher, to reach them you have an awesome channel — Facebook.

There are going to be 4 audiences (4 Ad Sets)

Why? Those who hardly remember that they visited your website (30 days and more), you must notify the users why they are seeing this ad — include more personalisation like: “Hey. You visited our website last month, here is our new collection.” There are also those who bought and those who did not. So, use Different / Personal Ad Messages, see audiences and examples below:

1) Potential clients who remember you — Page view 30 days and not purchased.

Facebook Pixel Retargeting

2) Potential clients who may remember you (Add information about your store in the ad) — Page View 180–30 days and not purchased.

 Facebook Pixel Retargeting Shopify

3) Clients who remember you and are ready to make a purchase. (Show that you appreciate them) — Purchased last 30 days.

 Facebook Pixel Retargeting Shopify

4) Potential clients who may not remember you (Remind them that they have purchased from you and offer a discount) — Purchased 180–30 days.

 Facebook Pixel Audience

Here are the examples of more personal approach in ad messages:

Examples of more personal approach in ad messages Examples of more personal approach in ad messages Examples of more personal approach in ad messages

There are plenty of other options. It is impossible to list all tactics (and neither is it necessary) nobody knows your clients better than you do. So, it is up to you to decide what to advertise and to whom. My goal is to show you the possibilities of retargeting by means of Facebook pixel.

You can also segment your audience using parameters:

Example: Users who added to cart the items from a certain collection only, and users who were looking for certain items on your website.

Create Audience for Facebook Pixel Create Audience for Facebook Pixel

Some useful tips:

  • Do not overlap audiences — don’t create more than 1 ad campaign for each audience. Your bids will compete against each other and the campaign which has higher bid will be displayed. Also, in my experience, the ads of these campaigns are delivered twice worse.
  • Divide campaigns by the Ad Placements — I suggest dividing each campaign by different Ad Placements on the Ad Sets level. If you have 1 campaign for 1 audience — you should have at least 4 Ad Sets: Right Column / News Feed / Mobile / Instagram
  • Get the right metrics: Here are my favorite custom reports:

Breakdown by Products. You can find here where your site performs badly.


Breakdown by weeks. It will help you track your progress from week to week, so you can notice up- and downward trends of your campaign.

Breakdown by Products

Breakdown by placemets. It will help you understand what devices convert badly. You will have to switch them off until you improve your website.

Screen Shot 2016-05-24 at 12.18.36

It’s your turn :) Write your questions, suggestions, and ideas in the comments. If you found this article helpful, share it (see buttons below).

  • Sebastian

    How do you chose to exclude a certain audience?