Facebook ad retargeting

The first step in Facebook retargeting is to get your Facebook Pixel installed and confirm it’s firing correctly using the Facebook Pixel Helper. A correctly embedded Pixel will automatically begin tracking all of your site visitors, no matter how the users landed on your site. The data collected by the Pixel automatically imports into the Facebook Ads Manager, where advertisers can then use the data to create strategic ads using custom audiences.

Probabilistic cross-device tracking is an inexact science carried out by ad tech companies like Drawbridge or Traashdahl’s Tapad. These companies aggregate information about ads served on smartphones, tablets and desktops, and then use statistical models to infer who is using which device. It’s an incredibly complex process that requires troves of data to do well. Tapad, for instance, collects 250 billion distinct data points per month, Traasdahl said, including the IP address, device type and app or Web browser associated with various ads served. Over time, patterns emerge about how consumers move across devices.
Many say that the inability to track consumers across devices is what’s preventing brands from spending heavily on mobile advertising. If publishers and platforms can prove that a smartphone resulted in a later purchase on a desktop, then brands will be more willing to spend on mobile, the thinking goes. Tracking consumers across devices is also integral to understanding how consumer behavior differs on mobile versus desktops. The prevailing wisdom is that these devices fall in different places along the purchase funnel, but exactly where remains unclear. 
Facebook Advertising & How To Run Facebook Retargeting Ads. A Step By Step Guide In The Power Editor
Facebook Advertising & How To Run Facebook Retargeting Ads. A Step By Step Guide In The Power Editor

Facebook retargeting can be used in a number of ways and is based on your advertising goals, or objectives. There are four main goals in retargeting ads: build awareness, reminder advertising, close a sale, and invite repeat business. When retargeting is used in conjunction with your advertising goals, ads become very effective and drive your return on investment up.
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The ULTIMATE Facebook Retargeting Strategy
The ULTIMATE Facebook Retargeting Strategy
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