How To Install Facebook’s Website Custom Audience Pixel

Using Facebook’s Website Custom Audience pixel is one of the most effective targeting methods on the platform.  Not only can you remarket to users who visit the website without completing an action, you can divide your audience into groups based on their frequency and their time spent on site. This is extremely powerful, considering not all audiences are created equally.

In this post we'll walk you through how to create your first website custom audience.

To get started, lets start by covering how to add the pixel to your website.


Head over to your Ads Manager account and select Tools from the top menu. From there, click Pixels and select Facebook Pixel and then Create Pixel.

Now, you can give your pixel a name, e.g. Simply Social’s WCA.

Note – there is only one pixel per ad account

Once you’ve created your pixel, instructions will popup on how to install it on your website. For this step, you may require help from a developer, or if you use Google Tag Manager, a member of your marketing team should be able to place the code.

From the pixel screen you can copy the code and paste it between the <head> and the </head> or you have the option to click Email Pixel Code to send the code directly to your developer.


Once you have your code placed, we recommend using the Facebook Pixel Helper to verify that your pixel has been installed properly. Now that you’ve checked your pixel, you can add custom conversions or standard events e.g. Add to Cart, View Content etc. We’ll cover how to install custom conversions in the next post.



Now its time for the fun part! Head back to your Ads Manager and create your first custom audience. Click Tools then choose Audiences and click Create Audience, select Website Traffic. From here, you’ll have a few options to target your website visitors by:

·      Anyone who visits your website

·      People who visit specific web pages

·      People visiting specific web pages but not others

·      People who haven’t visited in a certain amount of time

As we mentioned earlier on, you can also build your audience based on frequency and time on website. Meaning, you can target visitors based on the number of times they have visited your website over a certain period of time. However, as we write this post, the ability to target based on frequency and time on website is not 100% rolled out in Canada yet.  We’ll post an update once we have the feature in our account.

In this example, we’re creating a website custom audience of people who have visited our Hire Us page and our Services page on the website, within the last 30 days. If you had set up the standard events in the previous step, this is where you could ad them in.

Once you save your audience, you'll be able to use it as a targeting option when creating your next ad campaign.

Instead of using Facebook interest targeting, Website Custom Audiences allow you to target people who have already been to your website. So, why spend time targeting people who don’t know you on Facebook? 

The brands who have the most success with Facebook advertising have mastered the remarketing game, and you’ve just entered it!  Now that you have your website custom audience pixel all set up, you’re ready to start spending your dollars reaching the people who matter most to you!