How to Install Facebook Remarketing/Retargeting Pixel in WordPress


In this article we will explain how to install Facebook’s remarketing / retargeting pixel in WordPress. This is helpful if you are looking into retargeting ads on Facebook.

Why Use Facebook Retargeting Pixel to Boost Your Social Reach

When you boost Facebook page posts using Facebook ads, you can select a wide range of target audience. Retargeting allows you to narrow your audience and get better results with less spending.

You can show your ads to people who are already interested in your website. These people are much more likely to respond to your boosted posts and advertisements on Facebook.

What is a Facebook Retargeting Pixel?

Have you noticed that after you visit a website, you start seeing their ads on Facebook? This is called retargeting or remarketing.

Those websites use Facebook’s retargeting technology, commonly known as Facebook Pixel.

The retargeting pixel does not add anything visible on your website. It simply sends a browser cookie to your visitors.

This allows Facebook to retarget users visiting your website on Facebook.

Let’s take a look at how you can add a Facebook retargeting pixel to your WordPress site.

Creating a Facebook Retargeting Pixel

Follow the given step by step instructions to see how to install Facebook’s Retargeting Pixel in WordPress.

First, you need to login to your Facebook account and visit Ads Manager. Next, click on Tools » Pixels to create your Facebook pixel.


When you click on the create pixel button, it will show you a popup. Simply enter a name for your pixel which can be a name of your business or product, and then press the create pixel button to continue.


You will see a success message with the unique ID of your pixel.

If someone else manages the technical things on your website, then you can email them the pixel code. Otherwise, click on ‘Install Pixel Now’ button to install it yourself.


Facebook will now show you the Pixel code that you need to install on your WordPress site. Simply copy the pixel code, and we will show you how to install it in WordPress.


Installing Facebook Pixel in WordPress

You need to add the Facebook Pixel code just before the </head> in your WordPress theme.

The easiest way to do this is by using the Insert Headers and Footers plugin. After installing and activating the plugin, you need to go to the Settings » Insert Headers and Footers page.


You can paste your Facebook Pixel code in the header section and click on the save button to store your changes. See our guide on how to add header and footer code in WordPress for detailed instructions.

That’s all, you have successfully installed Facebook Pixel on your WordPress website.

Bonus Step: Creating Custom Audiences Using Facebook Pixel

Now that you have successfully installed Facebook Pixel on your WordPress site. The next step is to create custom audiences for your retargeting campaigns on Facebook.

Custom Audiences allow you to target users you already know for your Facebook ads. These users can be your website visitors, users who like your page, or users who signed up for your mailing list.

Here is how you can create custom audiences in Facebook.

Simply visit Facebook Ads Manager dashboard and go to Tools » Audiences section.


This will bring up a popup where you need to choose the kind of audience you want to target on Facebook.

You can choose a customer list, website traffic, or app activity. For the sake of this tutorial, we are going to choose website traffic.



Now Facebook will ask you which website audience you want to target. You can choose all website visitors, people who visit specific pages, people who don’t visit specific pages, and so on. You can also create custom combinations.


Next you need to choose a duration in number of days. Lastly, you need to provide an audience name. Use something that helps you easily identify this audience in your insights.

Once you are done, click on the create audience button to finish creating your first custom audience.

Repeat the process to create more custom audiences by Facebook retargeting.

Showing Your Ads to Custom Audiences Using Facebook Retargeting Pixel

The real fun begins with engaging your custom audiences by using Facebook ads.

Start by creating a new ad in Facebook. You can run different kind of ads for different objectives. Like boosting your page posts, sending traffic to your website, increase conversion, and so on.

Depending on what objective you choose, you will be able to select the target audience at some point during the ad creation.

In the same audience selection, Facebook will show you custom audience, and you can select it to be targeted with your ad campaign.