Event Marketing

Facebook Retargeting for Events

By Angus Jefford

If you’re investing in Facebook ads to drive ticket sales for your events, but not using Facebook Retargeting, you will be wasting a lot of money. Why? Well, a good conversion for a Facebook Ad that targets people by their interests would be around 5%. This means a massive 95% of people who express an interest in your event by clicking on your Facebook ads, are not buying tickets.

There’s a good reason for this. Facebook users are logging in to browse their news feed, socialise with friends and catch up on the latest gossip. They are NOT there to browse events or shop, and because of this, Facebook users tend not to buy on the first interaction.

This is where Facebook retargeting comes to the rescue. By allowing you to identify and serve ads to the 95% of people who click your Facebook ad but did not buy a ticket, Facebook retargeting enables you to sell more tickets, optimise conversion rates and achieve the best return on your advertising spend. This is why Facebook retargeting is an essential part of any successful Facebook Ad strategy for events.

What will you learn in this article?

This article explains the basic theory of retargeting, and more importantly, provides a step by step guide on how to set up your first Facebook retargeting campaign. This will include how to link your Facebook page to your company on Fatsoma using a shortcode called a “Facebook pixel”, and how to create custom audiences you can use in a Facebook ads campaign.

How does Facebook retargeting work?

Facebook retargeting is relatively straightforward. First, you need to create a Facebook pixel and install it on your company on Fatsoma. Once installed, whenever someone visits any of your event pages on Fatsoma, the pages they visit and the actions they take (known as pixel events) will be fed back to Facebook. Using this data, you can create custom audiences containing people who have visited your event page but did not buy a ticket. You can then retarget them with more tailored Facebook ads, which can be designed to drive them back to your event page to complete their purchase.


Getting started

In the rest of this article, we will take you through the three steps that you need to start retargeting your events on Facebook:

  1. Create your Facebook pixel
  2. Install your Facebook pixel on your Fatsoma account
  3. Create custom audiences for retargeting

Ready? Let’s get started!

1. Create your Facebook Pixel

Before you can start to create custom audiences for your retargeting campaign, you need to add a Facebook pixel to your Fatsoma company. To do this, log in to Facebook and go to – https://www.Facebook.com/events_manager. If you haven’t created a pixel already, click ‘Create a Pixel’. If you already have a pixel then you can jump straight to step 2.

In the Create a Facebook pixel lightbox, name your pixel and click ‘Create’.

2. Install your Facebook pixel on your Fatsoma company

Once have you created your pixel, you will see the ‘Install your pixel code’ lightbox. Select the ‘Email the instructions to a developer’ option.

The next screen might seem complicated, but don’t worry: all you need to do is locate your pixel ID. You will see this highlighted in blue under the heading ‘Facebook pixel ID’.

Begin by copying this code. Then, in a new tab, navigate to the Facebook pixel page on your Fatsoma Company – https://www.fatsoma.com/business/company/analytics/Facebook (if you have multiple companies, make sure you are adding it to the correct company). Input your Facebook pixel ID and click “Save”.

Once installed, you will need to ‘activate’ the Facebook pixel. To do this, you will have to buy a ticket for your event on Fatsoma. So, go to any of your event pages on Fatsoma and purchase a ticket (you can always refund it later).

Once you have done this, you will have to wait approximately twenty minutes for this information to be fed back to Facebook before you can continue (although in some cases, it can take up to 12 hours).

To check if the Facebook pixel is active, go to – https://www.facebook.com/events_manager/. Under the header ‘TOP EVENTS’ you should see:

  • ViewContent
  • AddToCart
  • InitiateCheckout
  • Purchase

When you do, then this indicates the pixel is active and ready.

3. Create a Custom Audience for Retargeting

To begin, log in to Facebook and go to – https://www.facebook.com/ads/manager/audiences/, then click “Create a Custom Audience”.

In the ‘Create a Custom Audience’ lightbox, click on ‘Website Traffic’.

This opens a lightbox with the title ‘Create a Custom Audience’.

First off, you want to target those people who have viewed your events on Fatsoma. To do this, click on the arrow next to ‘All Website Visitors’ and choose ‘View Content’ in the drop-down menu.

At this point, you will be targeting all of the people who have viewed any on any of your events on Fatsoma in the last 30 days.

The next step is to refine your selection even further and to target people who have viewed a specific event on Fatsoma. To do this, you first need to locate the event ID on Fatsoma. Login to your company on Fatsoma then navigate to the event you want to target. The URL will contain the Fatsoma event ID. In the example below, this is ‘qpifm1z6’.

Back in Facebook ads Manager, click ‘Refine by’ and select ‘URL/Parameter’.

In the ‘URL or parameter:’ options, select ’Content ids’ from the drop down that has defaulted to ‘URL’, then input the Fatsoma event ID.

At this point, you will be targeting all people who have viewed event ‘qpifm1z6’ in the last 30 days. However, this will also include those people who went on to purchase a ticket. So, the next step is to remove these people from our selection.

To do this, click on ‘Exclude’. Then, click on the arrow next to ‘All Website Visitors’ and choose ‘Purchase’ in the drop-down menu.

Then click ‘Refine by’ and select ‘URL/Parameter’.

Finally, in the ‘URL or Parameter’ options, select ’Content ids’ from the drop down that has defaulted to ‘URL’, then add in the Fatsoma event ID.

Congratulations. You have now setup your first custom audience for retargeting. The last thing to do is to name your audience, click the ‘Create Audience’ button, then you’re done!

What’s next?

Now you’ve set up your first custom audience for retargeting; you can use it when creating a new Facebook ad:

It’s now over to you to get creative with different ad types and placements to get the best ROAS (Return on Ad Spend).

If you have any questions about Facebook retargeting or about Facebook marketing for events in general, get in touch using the form below, We’d be more than happy to help!