How to Setup Funnels in Facebook Ads Manager

Last Updated: February 2, 2022

A funnel is a navigation path that is made up of a series of web pages.

You expect your website visitors to follow this funnel to achieve your desired goals (like generating sales, leads and/or other conversions) with the least amount of friction and time.

Funnels play an important role in conversion optimization. Continuous optimization of a funnel can lead to a higher conversion rate and sales. Your sales volume is only as good as your funnel.

By analyzing a funnel, you can determine where your prospects enter and exit your conversion/sales process. We call such exits drop-offs. They occur from one funnel step to the next.

By determining the reasons for such drop-offs, we can eliminate them and improve our website sales and leads.

Just like in Google Analytics, you can also set up funnels in Facebook.

Follow the steps below to create funnel pages in Facebook ad manager:

Step-1: Sign up for a personal account on Facebook (even if you already have one).

In this way, you can keep your business separate from your personal life and your clients don’t need to know what you did on the weekend or who is your wife or how many kids you have got….

Note: Step-1 is optional.

Step-2: Sign up for s Facebook Business Manager account (if you already don’t have one). Through a business manager account, you can manage multiple advertising accounts.

Step-3: Use your business manager account to create a new ad account.

If you already have an existing add account then claim it. Alternatively, you can also use a business manager to request access to any existing ad account (like the one which belongs to your client).

Step-4: Install the Facebook pixel tracking on your website via Google Tag Manager.

Step-5: Navigate to your website and note down the URL of the web pages which you want to use as Funnel pages in your Facebook Ad Manager Account.

For example:

Step-6: From your Facebook Business manager Home page, navigate to the ad account for which you want to set up the funnel pages.

Step-7: Click on the ‘Ad Manager’ drop-down menu and then click on ‘Audiences’:

facebook custom audiences 1

Step-8: Click on the ‘Create Audience’ button and then select ‘Custom Audience’ from the drop-down menu:

create audience menu facebook

Step-9: Click on ‘Website Traffic’:

website traffic

Step-10: Create your new custom audience with following similar configuration:

create a custom audience

Step-11: Repeat steps 8 to 10 for each web page you want to use as a funnel page in Facebook.

Step-12: Wait for the data to populate in your Facebook custom audience. This could take from few hours to days or weeks depending upon your website traffic.

When your custom audience is ready to use, Facebook will set the Availability status to ‘Ready’:

custom audience ready

Other articles on Facebook Pixel Tracking

  1. Referral Traffic in Google Analytics Explained
  2. Facebook Attribution and Conversion Windows Tutorial
  3. Facebook ROI Calculation, Analysis and Examples
  4. How to set up the Facebook Attribution Tool
  5. How to use funnels for your Facebook Ad Campaigns
  6. How to advertise on Facebook for FREE with unlimited budget
  7. Secret to Setup Facebook Pixel Tracking Correctly in Google Tag Manager
  8. Facebook Pixel vs Google Analytics Data Discrepancies
  9. Referral Traffic in Google Analytics Explained
  10. Learn to set up Facebook Pixel via Google Tag Manager
  11. Send Facebook Pixel Purchase Event via Google Tag Manager
  12. Open Graph Protocol for Facebook Explained with Examples
  13. Tracking Facebook ‘Likes’ and ‘Unlikes’ in Google Analytics
  14. Google Analytics for Facebook Tutorial
  15. Facebook Attribution Models Tutorial
  16. GTM Server Side Tagging for Facebook Tutorial
  17. The impact of Apple IOS 14.5 update on Facebook Ads
  18. How to add Facebook Pixel to WordPress Website
  19. How to add Facebook Pixel to WordPress without a Plugin
  20. How to track Facebook events via Google Tag Manager
  21. How to use the Facebook Event Setup Tool
  22. How to use the Facebook Pixel Helper to Test Facebook Events
  23. How to automatically turn off Facebook ads on weekends
  24. How to name Facebook Ad Campaigns like a Pro

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