Dynamic remarketing is an advertising campaign that automatically generates a different ad for each site visitor based on the products they viewed on the site. In other words, if a customer visited the site and was interested in a specific product, that same product will appear in Facebook ads instead of generic website ads. It is the best remarketing tool available today for e-commerce sites.
Come learn how to do dynamic remarketing on Facebook
Dynamic implementation of remarketing pixel on the site
First, the remarketing code needs to be added dynamically, meaning that on every page the code will change according to the product ID. If you want to make things easier for yourself and automate the process, you can use the PixelYourSite plugin. This is a free plugin that allows us to automatically implement pixels for Facebook, Google, and Google Analytics. This means that you only need the pixel code, and the plugin will implement it for you on the relevant sites without any intervention on your part. Beyond the automated process that will help you save time and headaches, the plugin is great for e-commerce sites because it provides many options such as sending events to Google Ads, Facebook, and Google Analytics, tracking Google Ads conversions in WooCommerce, creating custom customer events, generating a catalog feed for Facebook and Google, and more.
You can download the plugin itself from the WordPress plugin repository for free. It’s important to note that in order to implement the Google Ads code, you need to purchase the PRO version.
There are 3 types of code:
ViewContent – Viewed product (located on every product page)
AddToCart – Added to cart (works only when clicking Add to Cart)
Purchase – Purchased (located on the thank you page only)
You must also send:
content_type – must be product
content_ids – product ID (here comes the dynamic aspect, the product ID must match the product ID on the site)
Many additional parameters can be added for more advanced campaigns.
Creating a product feed
In the second stage, we will build a product feed that includes all the products we want to run a remarketing campaign for. The feed is an Excel file (or XML) divided into rows.
We will build an Excel file that contains the following parameters:
id – product ID
availability – whether the product is in stock (in stock)
condition – if new, then new
description – product description
image link – link to the product image
link – link to the product
title – product title
price – product price (including ILS )
brand – brand type
Additional information can be sent, such as additional images, etc., but this is the minimum (recommended to save as CSV)
Example:
Adding the catalog to Facebook
In the Business Settings menu under Data Sources, click on Catalogs
Add a new catalog:
Give it a name:
Connect it to the relevant pixel of the account from which advertising will take place and which we implemented on the site:
Click on Add Items:
Then, under the Catalog category, click on Data Sources
Choose your preferred option and follow the instructions; in our example, we will use a data feed:
* An automatic file can be generated from the website
Now we have the catalog ready and connected.
Building a campaign
A campaign can be built via the ad account – we will create a new Catalog Sales campaign and select the catalog we configured:
To create promoted products, meaning product sets so that only people who viewed them will see the ads – click on the plus sign:
For example, price above 50:
And now for the interesting part, under Audience – selecting “Retarget ads to people who interacted with your products on and off Facebook”:
– We have the following options:
– Viewed the product but didn’t purchase (by time)
– Added to cart but didn’t purchase
– Upsell products – dress – scarf
– Cross-sell products – red dress
– Custom combination
Upsell – Showing products to those who viewed a specific category and didn’t purchase
UpSell – Showing products to those who purchased from a specific category
The ad can be built dynamically, with dynamic parameters such as:
– Product name
– Brand
– Description
– Price
– Current price
* A link ad or a carousel ad can be created
Ad examples:
To watch the lecture on dynamic remarketing at the Update/Upgrade conference:
About the author
Or Fialkov is the CEO and owner of Fialkov Digital, a digital marketing and advertising agency. He runs paid campaigns on Google, Facebook, Instagram, YouTube, LinkedIn, and TikTok, and builds websites and landing pages. He also implements AI in businesses, including AI agents, agentic marketing automation, AI reporting systems, GEO (Generative Engine Optimization), and AI video for campaigns.
