A Facebook Ad Audience from Site Visitors – How To with WordPress

Facebook makes it possible to create a list of visitors to your website so that you may:

  • Build a Facebook ad audience to which you can advertise, and
  • Create a “lookalike” audience based on the nature of your visitor pool, to extend the target audience for your ads.

in a WordPress.org site, using a recommended plugin to make short work of the job. Naturally, sites not built on WordPress can also take advantage of the program and we will address that in a separate post. The image below is a capture from the website home of the plugin. Step one – download the plugin .zip file. Then, in your WordPress dashboard, select “Plugins”>”Add New”. There are two ways to install a plugin. One uses the search bar to find and install. The other uses the Add Plugins selection “Add Plugins”. This is the right choice when you have downloaded a plugin zip file to your computer. You will be asked to browse to that file and install it. In seconds you will be asked to activate it.

Once activated the plugin will appear in the dashboard sidebar on the left and it’s here that you will determine where to install the conversion pixel. Click the plugin name to open your options. I chose to add it to both pages and posts so that any visitor viewing any of that content will be captured to my audience list.


The process works when the conversion pixel code is pasted into posts and pages, either as you create them, or by opening existing content in the editor and adding the code where the plugin has created a place at the bottom of the page. Once you’ve pasted it, don’t forget to update the post or page. If you don’t the code won’t be added:


As I have found with other code samples that will be used time after time (like the Twitter follow button),  saving code to a text file, from which you can copy and paste repeatedly, saves time and grief as you use it over and over. But hang on, where do we get the conversion pixel code?


Facebook walks you through the steps here. You may choose from a number of conversion categories, each of them explained if you click on the name, such as the one underlined in red. If you follow the steps outlined you’ll end up creating the conversion pixel you need to copy and paste into your site content. Then it’s a matter of allowing time to pass while your audience numbers build. When you’re ready, return to Ads Manager and select “Conversion Tracking” where you’re invited to create your ad:


Feel free to use the comment box below to ask a question or rate the value of this post, and thanks for visiting.

For more coverage of Inbound and Social Media Marketing visit our Twitter and Facebook sites and sign up for the Friday Digest of breaking news on all things social, mobile and video. For a sample Digest, click here.

Speak Your Mind