Keen on targeting your website visitors on Facebook? Here are 12 levers that have worked really well for us at Sokrati to achieve better CTRs and conversion rates for our clients.

1. Ad Messaging:Does your ad talk about product exclusivity, utility, design, or does it promote an offer or a discount?

Exclusivity based messagingDeal based messaging


There are a number of ways you could compose your ad copy, but it is essential to ensure that your message resonates with your target audience. Getting the ad messaging right can improve your CTRs and conversion rates by upto 5x.

2. Interest based targeting: What pages did the the visitor see on your website?

Pages visited

Persona based on interest Suggested action

Running shoes + Gym shorts

Mr. Fitness

Cross sell all fitness based products like socks, sweat absorbers

Women denims  + Dress + Tank-topsMs. Urban chic

Remarket more women wear, cross sell high-heeled shoes


You will be able to capture the interest of a visitor by tracking her navigation across the different products on your website. Retargeting these visitors with product ads relevant to these interests will improve your CTRs and conversion rates. Interest based targeting can increase your conversion rates from < 1% to a healthy 5%.

3. Intent based targeting: What actions did the visitor take on the website?

Action on the website

Intent Suggested Action

Abandoned cart

Interested in the product- needs further encouragement

Show ads that communicate discounts for example

Completed purchaseComfortable with the website and purchase process

Show ads of more products that could appeal to him


Every action taken by the visitor on your site represents the fulfillment of a particular intent. Based on this intent they have exhibited, show visitors ads that take them to the next logical step. The CTR for this set is low to medium, but the conversion rate is high at approximately 8%!

4. Purchasing-power based targeting: What is the price range of products bought or browsed by the visitor?

Price range

Conclusion Suggested action

Lower than the site median

Does not spend much online

Show ads with discounts and special offers

Higher than the site medianHigh ticket item buyer

Show ads of higher priced products. Discounts not necessary. Concentrate on premium offerings.


Capturing the prices of products bought or browsed will help you gauge the potential purchasing power of that visitor. Showing this visitor ads with products in that price range will help you attain better conversion rates.

5. Engagement based targeting:Does the visitor spend a lot of time on your website? Does she share your website content on social networks? Does she write product reviews on your website?

Level of engagement

What you need to do Suggested action

Below average

Capture her attention to ensure her return to the site

Show ads with the most exclusive offerings of your website

Above averageMake the visitor an evangeliser of new offerings

Shows ads of new products and offerings


A visitor who spend more than 10 minutes on your website is sure to have a good idea about the product range available. She will be immensely interested to know about newer products or newer categories added. Engagement based visitor sets convert at rates as high as 3%.

6. Medium of visit: Did the visitor come to your site organically or through an ad?

Create sets of visitors who come to your website through organic search, by directly typing the URL and through paid advertising channels. These sets will indicate the degree of familiarity a visitor has with your website. Greater the familiarity, greater the chance of the visitor clicking your ad.

7. Search query triggered on the website: What did the visitor search for on your website?

Track all the queries fired by visitors on your site’s internal search bar since it is one of the easiest ways to capture their intent. In case the visitor has searched for, say, a pair of shoes, but hasn’t bought them (or ended up buying something else), you now know that there is a good chance of conversion if you retarget her with shoe ads.

8. Geographic targeting: Are there specific geographic regions that are important markets for your products?

By capturing the location data of your site visitors, you will find some geographic regions that provide greater value to your business than others. For example, if the majority of your buyers are from cities, concentrate your remarketing spend on visitors from cities. You will also notice regional affinity towards a particular product type. Show ads of such products primarily to visitors from those regions. This drives higher conversion rates.

9. Time based targeting: What are the best times of the day to show the ads?

There will always be particular periods of time that will show greater activity on your site. For example, if the afternoon hours of 1pm to 3pm see a peak in the conversion rates, then bid higher by 50% for ads that run during those hours.

10. Device targeting: Which device does the ad convert best on?

Identify the type of device the visitor is using while browsing your site. Is she using a desktop, or a tablet, or a mobile phone to access your site? Retarget such visitors with ads displaying device-related products and offerings to ensure greater conversions. For example, if you are selling iPad sleeves, retarget its ads only to iPad users.

11. Frequency capping: How frequently should the ad be shown to the user?

Have a measured approach towards the number of times your site visitors see your ad on Facebook. Excessive impressions of the same ad can result in fatigue which could decrease the value of your brand’s image. At the same time, low impressions wouldn’t help your business either. Test new visitor sets with a low frequency cap – this keeps the spend in control and gives conclusive results at a lower price. Increase the frequency for the visitors who have higher probability to convert – this will scale up your conversions.

12. Recency: What is the time interval required before you can start remarketing after the user visits your site?

Interest in the same product runs low if the visitor has just made a purchase. Remarket the same product only after its lifespan is estimated to expire. For example, if a visitor has just bought a monthly mobile recharge from your site, you should start remarketing a recharge to the visitor only at the end of 25 days. Meanwhile, you could cross sell mobile value-added services to that visitor.

All of this is only possible if you capture visitor behavior using cookies and then use this information to build your audience sets. To learn more about cookies and tracking pixels, watch this space. Until then, keep retargeting!

If you think we can help you with your marketing efforts do write to us at

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