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.

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Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence.

The Digital Analytics Association is a world renowned not-for-profit association which helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

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