Custom Audiences is an option for targeting ads

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.

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.