How to use funnels for your Facebook Ad Campaigns

This article is in conjunction with the article ‘How to Setup Funnels in Facebook Ads Manager’ where I described, how to create funnel pages in Facebook ad manager, step by step.

Today I am going to show you, how to use funnel pages for your Facebook ad campaigns.

Let us suppose following are your funnel pages:

https://www.example.com/cart

https://www.example.com/checkout

https://www.example.com/complete

Let us also suppose you created custom audience for each of these funnel pages (as described in this article How to Setup Funnels in Facebook Ads Manager):

Prospects usually drop off at different steps of a funnel.

So some prospect will exit your sales funnel after viewing your shopping cart page (Shopping Cart Visitors)

Some prospect will exit your sales funnel after viewing your Checkout page (Checkout Visitors)

Some prospects will not exit your sales funnel and actually complete the purchase and when they complete the purchase they see the order confirmation page hosted on your website (Customers).

Now people who are exiting your sales funnel have a high propensity of making a purchase on a return visit to your website provided they are retargeted with the right offer and at the right time.

Here Facebook custom audiences (based on funnel pages) come handy.

For example let us suppose you want to retarget all of your website visitors with Facebook ads who saw the checkout page but who didn’t make a purchase on your website.

Now how you will do that?

You can complete this task by using following two custom audiences:

  1. Checkout Visitors
  2. Customers

While creating your Ad Set in Facebook, set your audience targeting to, like the one below:

Let us suppose you want to retarget all of your website visitors with Facebook ads who saw the Shopping Cart page but not checkout page and they are also not your existing customers.

Now how you will do that?

You can complete this task by using following three custom audiences:

  1. Shopping Cart Visitors
  2. Checkout Visitors
  3. Customers

While creating your Ad Set in Facebook set your audience targeting to, like the one below:

Ideally you should create one Facebook ad set for each funnel page so that you can uniquely retarget prospects at different stages of a sales funnel with different ads and offers.

That’s how you can use funnels in your Facebook ad campaigns.

Become a Web Analytics & Conversion Optimization PRO with our FIVE most popular FREE e-Books

Select the ebook you want:


E-Book #1: Best Excel Charts For Data Analysis And Reporting (40 Pages)

E-Book #2: Beginners Guide To Google Analytics Attribution Modelling (52 Pages)

E-Book #3: Beginners Guide To Google Tag Manager (72 Pages)

E-Book #4: Google Tag Manager Data Layers (62 Pages)

E-Book #5: Key Performance Indicator - KPI (32 Pages)

Take your Analytics knowledge to the next level. Checkout my Best Selling Books on Amazon

Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.

Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.

Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.

Himanshu Sharma

Certified web analyst and founder of OptimizeSmart.com

My name is Himanshu Sharma and I help businesses find and fix their Google Analytics and conversion issues. If you have any questions or comments please contact me.

  • Over eleven years' experience in SEO, PPC and web analytics
  • Google Analytics certified
  • Google AdWords certified
  • Nominated for Digital Analytics Association Award for Excellence
  • Bachelors degree in Internet Science
  • Founder of OptimizeSmart.com and EventEducation.com

I am also the author of three books:

error: Alert: Content is protected !!