Facebook is still the leading social media channel in terms of use. But the kind of reach that could be enjoyed by brands a few years ago is just not possible now. Facebook is now essentially a pay to play platform.

In order to utilise the full potential of Facebook Ads, you need to fully understand their targeting possibilities. This is actually one of the best things about them & if done well can bring dividends. We know you’re probably a bit grumpy about Facebook and the mystery disappearance of your organic reach, but the good news is that if you’re prepared to commit a small advertising budget to them monthly Facebook Ads can work for you.

Setting up the Facebook Pixel

If you sell products on your website you will want to do the following well before you want to start advertising. All businesses can install the Facebook pixel to their website, but if you have an online shop it’s really a no-brainer. It will help you get the most out of Facebook Ads but it has other benefits besides.


  •  Facebook Pixel is a piece of code which you add to your website to track conversions from Facebook Ads.
  • It’s useful in other ways too, firstly it lets you see how potential customers are moving between devices before they become a customer.
  • It lets you create a retargeted audience of people who have done specific things on your website eg looked at a product page, put things into a basket but not checked out, visited your contact page.
  • It allows you to create lookalike audiences of Facebook users who behave in a similar way to your customers. You can imagine all the possibilities for this!
  • It lets you run ads based on the products being purchased most on your website.
  • It lets you access audience insights so that you can receive lots of information about the people visiting your website.

To learn how to set up Facebook Pixel on your website visit Facebook’s help page here.


Create your pixel in Ad Manager and follow the instructions to place it on every page of your website where it would be useful. You will then need to check that it’s working correctly over a period of time.

Please check that you are GDPR-compliant in terms of the Facebook Pixel by mentioning it in your cookie & privacy policy and putting that on every webpage where you have installed the pixel.

You will have to set up your ad analytics in the right format to see all the conversions and this can be a little complicated but it’s worth doing correctly so that you can tailor your Facebook Ads accordingly. You may want to read Facebook’s help on the subject here.

Creating your first Facebook ads

Use the Website Traffic option to set up custom audiences that you can use over and over again for your ads – set up different audiences for different niches.

For a step by step guide to setting up a Facebook Ad see our blog here.

And remember, if you’re spending too much time to figure out social media it may be time to bring in the professionals. You can get a free audit of your social media channels here.