In this guide we'll walk through setting up Retargeting audiences in both Facebook & LinkedIn and common questions relating to this type of audience.
Before starting
Check to make sure pixels are correctly placed across your website for Retargeting purposes. For steps on how to set this up:
LinkedIn Insight Tag
Once your Insight Tag is placed across your site you'll have to verify that your domain is tagged. To do this navigate to your campaign manager here
Open your Ad Account and choose Account Assets -> Insight Tag
From here verify that your domain is listed. Please note it can take upwards of 24 hours for your domain to start showing.
Configure your Retargeting Audience
Once your domain is listed under Tagged domains and has a signal the next step will be creating a retargeting audience. To do this navigate to Matched Audiences under Account Assets and select the option to Create audience.
Choose one of the options listed under Retarget By, in this example we'll choose Website.
Enter the exact URL for which you would like to Retarget by and the lookback window. Note: If you have just recently placed the Insight tag on your website it will take time to build the audience.
Refer to the right panel while creating the Audience for any additional information or click here
Facebook Pixel
Once your pixel is placed across your site you'll have to ensure your pixel has activity. To check this navigate to your Facebook business manager and open Events Manager and select your Pixel.
From here you should see the connection being made and the "PageView" event being added:
Configure your Retargeting Audience
Once you have verified connection and the PageView event is added head over to Audiences via your Facebook Business Manager.
Make sure to accept the Terms and Conditions here.
Select Create Audience and choose Custom Audience and choose Website. Select the source which will be your Pixel then choose the Event. You can choose the specific PageView event or keep it as All Website Visitors select the number of days for Retention and provide an Audience Name.
For more information regarding Website Audiences please click here
Add the Audience to Metadata
Once the Audience is created on Facebook or LinkedIn head over to the Audience builder in Metadata here
Choose either Facebook Retargeting or LinkedIn Retargeting depending on the type of Audience you made. Select the drop down and choose your Audience. Any of the types you see listed (Event, LeadGen Form, etc) are currently supported on the platform.
I don't see the Audience available to select in Metadata
- Check to make sure that the Audience was not previously created in Metadata. If it is already created you won't be able to select it again.
- Check to make sure the Audience is Active in the channel. It could be that the Audience is Archived (LinkedIn) after not being used for some time. If the audience is Archived please re-create it which should move it back to Active and then you should be able to choose it in Metadata.
- Check to make sure that Facebook / LinkedIn Integrations are connected.
Neither my Insight Tag or Pixel show a connection
- Check to make sure the script has been placed on your website correctly. Refer back to the help documentation from LinkedIn or Facebook on how to do this. In most cases it could be a formatting problem, make sure to copy and paste exactly (no formatting applied).
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