Retarget subscription funnel drop-outs with Facebook

Retargeting users who drop out of your subscription funnel before completion delivers high value and can result in a positive ROI campaign. By combining two Meta Pixels with Marfeel’s audience targeting, you can reach exactly the users who showed intent but did not convert.

Using the Marfeel Meta Pixel experience you can set up different Meta Pixels and define their audiences via Marfeel’s customizable targeting rules. You can also use Meta Pixels to acquire lookalike audiences from your existing subscribers.

Step-by-step setup

Follow these steps to configure funnel drop-out retargeting:

1. Create two different Meta Pixels
   1. Name the first pixel “Top of the funnel”
   2. Name the second pixel “Subscribers”
2. Create a Marfeel Experience with the following configuration:
   • Settings: Meta Pixel ID for “Top of the funnel”
   • Targeting: URL for your subscription funnel entry point
3. Create a second Marfeel Experience with the following configuration:
   • Settings: Meta Pixel ID for “Subscribers”
   • Targeting: User Type = Subscriber
4. Create an Audience on Meta with the following configuration:
   1. Include users in the “Top of the funnel” pixel
   2. Exclude users in the “Subscribers” pixel
5. Create a Traffic campaign in Facebook using this audience as the target

How do I retarget users who drop out of my subscription funnel on Facebook?

Create two Meta Pixels via Marfeel Experiences: one tracking users who enter your subscription funnel and another tracking confirmed subscribers. Then build a custom Facebook audience that includes users from the first pixel and excludes users from the second. Run a traffic campaign targeting that audience.

How many Meta Pixels do I need to target funnel drop-outs?

You need two Meta Pixels. The first pixel, often called “Top of the funnel,” fires for users who reach your subscription entry point. The second pixel, “Subscribers,” fires for confirmed subscribers. The difference between the two audiences represents your funnel drop-outs.

What targeting settings should each Marfeel Experience use?

The first experience uses URL targeting set to your subscription funnel entry point with the “Top of the funnel” Pixel ID. The second experience uses User Type targeting set to Subscriber with the “Subscribers” Pixel ID.