How to set up a Custom Audience to retarget your website activity
Written instructions step-by-step for retargeting website activity
Select Audiences from the Menu
Select whether you would like to retarget ALL website traffic (default) or switch to ‘People who visited specific pages’
Copy and paste the URL you want to retarget and select the time period for which you want to retarget people (up to 180 days)
If necessary, select Include More People to make your audience bigger and repeat the step of copying and pasting the URL
ADVANCED retargeting
For E-commerce businesses you may wish to EXCLUDE certain people your retargeting audience (for example, if you are retargeting Abandoned Baskets with a special discount that you do not want people who have already purchased to see)
Follow the steps as above for who you want to include
Instead of selecting ‘Include more people’ – instead you want to click Exclude (so by doing this, you are telling Facebook to include the people in the first step, but exclude the people in this section)
Select the URL of the page you wish to exclude OR exclude based on Events (such as Purchases) this will exclude the people who have been tracked by your Pixel as having made a purchase already.
