Facebook-Werbung - Benutzerdefinierte Zielgruppen in Unbounce

Custom Audiences is an option for targeting ads

Startseite der Meta Business Suite mit Grafik einer Person, umgeben von Symbolen für Daten und Kommunikation, neben Text zur Nutzung von Custom Audiences für gezielte Anzeigen.

After the online purchase being followed for weeks or often even months by remarketing ads for exactly that product, service, or any other service is one of the worst things a marketer can do to a user. Although a corresponding setting, for example in Google Ads, has been available since day one (Custom Combination, all website visitors minus buyers), many advertisers who should actually know better seem to have not understood this yet.

Table of contents

Unbounce confirmation page

Unbounce confirmation URLs

Create Facebook Custom Audience for Unbounce Visitors

Unbounce Confirmation Page

In Unbounce, the "thank you page" is displayed in a layer.

What can be relatively easily set up in Google Ads is not immediately obvious for Facebook Custom Audiences for Unbounce users, as the confirmation page opens in a layer.

Those who use Unbounce typically also have A/B testing activated: Important – depending on which variant is currently being used, the URL of the confirmation page changes each time. The goal is to add all visitors who did not convert to the list to add and to exclude all “buyers” (who have accessed one of the X possible Unbounce A/B test confirmation pages) from the list.

Unbounce confirmation URLs

Each Unbounce A/B testing variant has its own URL.

For the URLs of the Unbounce confirmation pages, a bit of searching in the documentation is required. Basically, all “thank you pages” end with form_confirmation.html and the variant is prefixed, so a-form_confirmation.html etc. If the (custom) domain is, for example, “produkt.domain.de” and there are four variants, then the confirmation pages of the variants are accessible as follows:

produkt.domain.de/a-form_confirmation.html
produkt.domain.de/b-form_confirmation.html
produkt.domain.de/c-form_confirmation.html
produkt.domain.de/d-form_confirmation.html

Create Facebook Custom Audience for Unbounce Visitors

Remove "Converted Visitors" from the Custom Audiences list

After logging in to facebook.com/business, the “Audiences” link can be found on the left side in the submenu. Here, a new “Custom Audience” type “Website Traffic” can be created at the top right. Now select the type “People who visit specific web pages but not others”. In the next step, specify the Unbounce landing page, which based on the example above would be produkt.domain.de. In the next step, enter the confirmation pages of the variants to exclude the corresponding visitors from the list. Facebook Custom Audiences require a list size of at least 100 visitors, meaning you will likely have to wait a bit before the corresponding ads can be run.