Create Facebook retargeting campaigns based on segments of participants

Tabata Vossen -

The basics of Facebook retargeting are simple: you re-engage with people who came to your website or to a particular page. Maybe you even offer them a discount to encourage conversions... But how about retargeting segments of participants to your personality test or quiz based on their result?

As an example, one of our customers, a famous natural gas distribution company, ran a retargeting campaign on Facebook and targeted people who had obtained specific profiles in their personality test. This allowed them to focus on the most relevant segments of their participants. Anyone who completed the test and ended up with profile A or B was shown an ad on Facebook with further information on the brand.

Ready to unlock the marketing value of your interactive campaigns? Here’s a handy tutorial to creating Facebook retargeting campaigns based on your Qualifio personality test or quiz.

1. Install the Facebook Pixel in your campaign

  1. Log in to your Facebook Ads Manager
  2. Go to your Pixels tab in Events Manager.
  3. In the upper right corner, click Details
  4. In the upper right corner, click Set up > Manually Install the Code Yourself
  5. Copy the entire pixel code and paste it in Exit > Profiles of the participants > A > Source. (Facebook will first ask you to find your website's header and other stuff - however, you don't have to worry about the location of the pixel code in the case of a Qualifio campaign, so you can ignore this part.)Screenshot_2019-01-08_at_17.58.59.png
  6. Spot the fbq('track', 'PageView’); code line in the code you just pasted
  7. Below this line, add the following code line: fbq('trackCustom', 'QualifioProfile', {profile: 'A'});
  8. Repeat this operation for profile B: paste the entire pixel code in Exit > Profiles of the participants > B, then spot the fbq('track', 'PageView’); code line in the code you just pasted. Below this line, add the following code line: fbq('trackCustom', 'QualifioProfile', {profile: 'B'});
  9. Repeat the setup process for profile C. And so on. 

2. Make sure your pixel’s working correctly

Before getting started, please note that you'll need to use the Chrome web browser, then install the Facebook Pixel Helper extension.

(The Facebook Pixel Helper is a troubleshooting tool that helps you find out if your pixel is working correctly. It's a Chrome plugin you can use to see if there's a Facebook pixel installed on a website, check for errors, and understand the data that's coming from a pixel.)

After you’ve installed the Pixel Helper, participate in your personality test campaign. Once you get to the exit screen with your profile, check the popup to see any pixels found on that page, and whether they've been set up successfully.


If the Pixel Helper finds a pixel and there are no errors, then you're ready to launch your Qualifio campaign!

3. Create your Facebook retargeting campaign

When you’re ready to set up your Facebook retargeting campaign, just follow these steps.

  1. Log in to your Facebook Ads Manager
  2. Start creating a new campaign
  3. When it’s time to select your audience, click Create new and select Custom Audience

  4. Select Website Traffic

  5. You’ll be taken to a screen, as seen below, that allows you to create your custom audience. Just to show you how it looks, we set up a custom audience targeting people who got to the end of our personality test by selecting ‘QualifioProfile’. As you can see below, you can target a date range and refine the audience by URL or Parameter. In this case, let’s say we want to retarget participants who got Profile A as result. We’ll indicate to Facebook that the audience should be limited to people whose ‘profile’ parameter was ‘A’. Alternatively, if you wanted to target participants with profile A and B, you can enter multiple items. Just give a name to your audience, and you’re ready to get started!


4. Going further

You might have multiple campaigns running at the same time and wish to target participants based on what campaign they took part in. Perhaps your audience speaks several languages and your campaigns are always created both in French and Dutch (haaa, Belgium!) Or it might be that you want to retarget users who participated in a quiz based on their score...

The good news is that the technique explained above can be replicated and used for different purposes. Basically, you just need to tell Facebook what data to track :-)

So, instead of

fbq('trackCustom', 'QualifioProfile', {profile: 'A'});

You could write

fbq('trackCustom', 'QualifioCampaign', {title: 'EntertainmentQuiz'})


fbq('trackCustom', 'QualifioLanguage', {lang: 'English'})


fbq('trackCustom', 'QualifioResult', {score: '8'})

or even all of the above at the same time, as in the example shown below:


There are a lot of different possibilities. Just don’t forget to refine your custom Facebook audience based on these parameters. Have fun! ;-)

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