Facebook Pixel & Retargeting for Law Firms: Complete Setup Guide
Open your analytics dashboard. Look at your traffic numbers for last month.
Now look at how many of those visitors actually contacted you. For most law firms, it's somewhere between 2-5%. That means 95-98% of the people who found your website—people actively searching for a lawyer—left without calling, emailing, or filling out a form.
They're not gone forever. Retargeting brings them back.
What Is the Facebook Pixel and Why Do Law Firms Need It?
The Facebook Pixel is a piece of code you add to your website that tracks visitor behavior and enables you to show those visitors targeted ads on Facebook and Instagram.
Here's why this matters for law firms: Your cost-per-click for cold traffic on Google Ads might be $50-150+ for competitive practice areas. But retargeting ads—showing ads to people who already visited your website—typically cost $1-5 per click. That's 10-50x more efficient.
The reason is simple: these people already know who you are. They've already demonstrated intent by visiting your site. You're not competing for their attention in a sea of options—you're staying top of mind until they're ready to act.
How the Pixel Actually Works
When someone visits your website, the Facebook Pixel fires a small piece of JavaScript that:
- Identifies the visitor (anonymously, using cookies)
- Records which pages they viewed (PI page, family law page, contact page)
- Tracks specific actions (form submissions, button clicks, time on page)
- Sends this data to Facebook for audience building and optimization
This data lets you create "custom audiences"—groups of people who took specific actions on your site—and show them targeted ads.
Step-by-Step Facebook Pixel Installation
Step 1: Create Your Pixel in Meta Business Manager
- Go to business.facebook.com
- Navigate to Events Manager (hamburger menu → Events Manager)
- Click Connect Data Sources → Web
- Select Facebook Pixel and click Connect
- Name your pixel (e.g., "YourFirm Website Pixel")
- Enter your website URL
- Click Create Pixel
Facebook will generate a unique Pixel ID (a 15-16 digit number). You'll need this for installation.
Step 2: Install the Pixel Code
You have three options for installation:
Option A: Direct Code Installation (Most Control)
Add this code to the <head> section of every page on your website:
<!-- Facebook Pixel Code -->
<script>
!function(f,b,e,v,n,t,s)
{if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};
if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';
n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];
s.parentNode.insertBefore(t,s)}(window, document,'script',
'https://connect.facebook.net/en_US/fbevents.js');
fbq('init', 'YOUR_PIXEL_ID_HERE');
fbq('track', 'PageView');
</script>
<noscript><img height="1" width="1" style="display:none"
src="https://www.facebook.com/tr?id=YOUR_PIXEL_ID_HERE&ev=PageView&noscript=1"
/></noscript>
<!-- End Facebook Pixel Code -->
Replace YOUR_PIXEL_ID_HERE with your actual Pixel ID.
Option B: Google Tag Manager (Recommended for Most Firms)
If you use Google Tag Manager:
- Create a new tag → Custom HTML
- Paste the pixel code above
- Set trigger to All Pages
- Publish
Option C: WordPress Plugin
For WordPress sites, use the official Meta Pixel plugin or a tool like PixelYourSite.
Step 3: Verify Installation
Use the Meta Pixel Helper Chrome extension:
- Install the extension
- Visit your website
- Click the extension icon
- Confirm you see a green checkmark with your Pixel ID
If you see errors, check that the code is in the <head> section and that there are no JavaScript conflicts.
Setting Up Event Tracking
Basic PageView tracking tells you someone visited your site. But the real power comes from tracking specific actions.
Essential Events for Law Firms
Contact Form Submission:
// Add to your form submission handler
fbq('track', 'Lead', {
content_name: 'Contact Form',
content_category: 'form_submission'
});
Phone Click:
// Add to phone number links
fbq('track', 'Contact', {
content_name: 'Phone Call Click',
content_category: 'phone'
});
Consultation Request:
fbq('track', 'Schedule', {
content_name: 'Free Consultation',
content_category: 'consultation_request'
});
Page-Specific Tracking (for practice areas):
// On your personal injury page
fbq('trackCustom', 'ViewedPracticeArea', {
practice_area: 'personal_injury'
});
// On your family law page
fbq('trackCustom', 'ViewedPracticeArea', {
practice_area: 'family_law'
});
These custom events let you create audiences of people interested in specific practice areas—and show them relevant ads.
Creating Custom Audiences for Retargeting
With the pixel installed and events tracking, you can now build audiences.
Audience 1: All Website Visitors (Last 30 Days)
- Go to Audiences in Meta Ads Manager
- Click Create Audience → Custom Audience
- Select Website
- Choose "All website visitors"
- Set retention to 30 days
- Name it (e.g., "Website Visitors - Last 30 Days")
Audience 2: Practice Area Visitors
Create separate audiences for each practice area page:
- People who visited
/personal-injury/→ "PI Page Visitors" - People who visited
/family-law/→ "Family Law Page Visitors" - People who visited
/criminal-defense/→ "Criminal Defense Page Visitors"
This enables practice-area-specific retargeting. Someone who viewed your car accident page sees car accident testimonials, not a generic firm ad.
Audience 3: High-Intent Visitors
Create an audience of people who showed strong intent:
- Visited contact page
- Spent 60+ seconds on site
- Viewed 3+ pages
These are your warmest prospects—prioritize them with higher bids.
Audience 4: Converters (Exclude List)
Create an audience of people who already converted:
- Submitted contact form
- Viewed thank-you page
- Clicked phone number
Exclude this audience from retargeting campaigns so you're not wasting budget on people who already contacted you.
The 3-Ad Retargeting Sequence
Here's where most law firms get retargeting wrong: they show the same ad over and over until the prospect either converts or blocks them.
A strategic retargeting sequence moves people through stages:
Ad 1: Trust & Credibility (Days 1-3)
Goal: Remind them who you are and establish credibility
Ad Format: Video or carousel
Message Focus:
- Your firm's experience and results
- What makes you different
- Soft value proposition
Example Headlines:
- "Over $50M Recovered for Injury Victims in [City]"
- "Why 300+ Families Chose Us for Their Divorce"
- "25 Years Defending the Accused in [State]"
CTA: Soft—"Learn More" or "Watch Our Story"
Ad 2: Social Proof (Days 4-7)
Goal: Build trust through client experiences
Ad Format: Video testimonial or carousel of review snippets
Message Focus:
- Client testimonials
- Case results (with appropriate disclaimers)
- Awards and recognition
Example Headlines:
- "Hear What Our Clients Say"
- ""They Fought for Me When I Had No One" - Former Client"
- "See Why We Have 200+ Five-Star Reviews"
CTA: Medium—"Read Our Reviews" or "See Results"
Ad 3: Conversion Push (Days 8-14)
Goal: Drive action
Ad Format: Single image with clear CTA
Message Focus:
- Clear call to action
- Urgency (statute of limitations, court deadlines)
- Risk reversal (free consultation, no fee unless you win)
Example Headlines:
- "Free Case Review—Find Out What Your Case Is Worth"
- "Don't Wait—Deadlines Apply"
- "Talk to a Lawyer Today, No Obligation"
CTA: Strong—"Get Your Free Consultation" or "Call Now"
Setting Up the Sequence in Ads Manager
- Create three separate ad sets within one campaign
- For Ad Set 1: Include "Website Visitors - Last 3 Days"
- For Ad Set 2: Include "Website Visitors - 4-7 Days," exclude "Website Visitors - Last 3 Days"
- For Ad Set 3: Include "Website Visitors - 8-30 Days," exclude "Website Visitors - Last 7 Days"
This ensures people see ads in sequence, not randomly.
Practice-Area Specific Retargeting
The most effective retargeting is contextually relevant. Someone researching divorce lawyers should see family law content, not personal injury testimonials.
Example: Personal Injury Retargeting
Audience: People who visited /personal-injury/, /car-accident/, or /slip-and-fall/
Ad 1 (Trust): Video of attorney explaining the PI process Ad 2 (Proof): Carousel of car accident case results Ad 3 (Conversion): "Injured? Find Out What Your Case Is Worth—Free"
Example: Family Law Retargeting
Audience: People who visited /divorce/, /custody/, or /family-law/
Ad 1 (Trust): Attorney discussing compassionate approach to family matters Ad 2 (Proof): Testimonials from custody and divorce clients Ad 3 (Conversion): "Get Clarity on Your Divorce Options—Free Consultation"
Example: Criminal Defense Retargeting
Audience: People who visited /criminal-defense/, /dui/, or /drug-charges/
Ad 1 (Trust): Former prosecutor turned defense attorney credentials Ad 2 (Proof): Case dismissal results and client reviews Ad 3 (Conversion): "Facing Charges? Get an Aggressive Defense—Call Today"
Privacy Policy Requirements
You must update your privacy policy to disclose remarketing activities. This isn't optional—it's required by Facebook's terms and privacy laws.
Required Disclosures
Your privacy policy should include:
- That you use tracking technologies (cookies, pixels)
- What data is collected (pages visited, actions taken)
- How the data is used (to serve targeted advertising)
- Third parties involved (Meta/Facebook)
- How users can opt out (link to optout.aboutads.info)
Sample Privacy Policy Language
REMARKETING AND ADVERTISING
We use Facebook (Meta) Pixel to collect information about your
activity on our website. This information is used to serve you
targeted advertisements on Facebook and Instagram based on your
prior visits to our site.
You can opt out of Facebook's use of cookies and targeted advertising
by visiting Facebook's ad settings or the Digital Advertising Alliance's
opt-out page at optout.aboutads.info.
Have your attorney review any privacy policy changes before publishing.
Ethical Considerations for Sensitive Practice Areas
Retargeting raises unique ethical considerations for law firms, particularly in sensitive practice areas.
What to Avoid
Criminal Defense: Don't show ads that could imply guilt or be seen by family members who don't know about charges. Keep messaging general ("Legal help when you need it") rather than specific ("Arrested for DUI?").
Family Law: Be sensitive to the fact that ads may appear when a spouse or family member is present. Avoid messaging that could escalate conflict.
Personal Injury: Don't target hospital or medical facility visitors specifically (this crosses ethical lines in most jurisdictions).
Bankruptcy: Keep messaging dignified and non-judgmental. Avoid "In debt?" messaging that could embarrass viewers.
Best Practices
- Keep creative tasteful and professional—no ambulance-chasing vibes
- Use general calls to action rather than case-specific messaging
- Set frequency caps (3-5 impressions per week maximum)
- Exclude converters immediately to avoid awkward repeat targeting
- Review your state bar's advertising rules regarding digital advertising
Measuring Retargeting Success
Key Metrics to Track
| Metric | What It Tells You | Target Range |
|---|---|---|
| Frequency | How often people see your ad | 2-5 per week |
| CTR | Ad relevance | 0.5-2%+ |
| Cost per Click | Traffic efficiency | $1-5 |
| Cost per Lead | Campaign efficiency | $20-100 |
| View-through Conversions | Attribution beyond clicks | Track this! |
View-Through Conversions
This is the metric most firms miss. A "view-through conversion" happens when someone sees your ad, doesn't click it, but later returns to your site directly and converts.
Retargeting works partly by keeping you top-of-mind. Someone might see your ad three times, not click, but when they're finally ready to call a lawyer, they type your firm name into Google.
Track view-through conversions in Ads Manager to understand the full impact of your retargeting.
How to Know It's Working
After 30 days, you should see:
- Increased direct traffic (people typing your URL or firm name)
- Lower cost per lead compared to cold campaigns
- Higher conversion rates from retargeting audiences vs. cold audiences
- More consultations from people who mention seeing your ads
Common Mistakes and How to Avoid Them
Mistake 1: No Frequency Cap
Showing someone your ad 30 times in a week creates annoyance, not conversions. Set frequency caps at 3-5 impressions per person per week.
Mistake 2: Same Ad Forever
Creative fatigue is real. Rotate new creative every 2-4 weeks. Your retargeting audience is small—they'll see the same ads repeatedly if you don't refresh them.
Mistake 3: Not Excluding Converters
Every dollar spent showing ads to people who already contacted you is wasted. Build and exclude your converter audience.
Mistake 4: Ignoring Mobile
70%+ of Facebook traffic is mobile. Ensure your landing pages are mobile-optimized and load in under 3 seconds.
Mistake 5: Sending to Homepage
Create dedicated landing pages for retargeting campaigns that match the ad message and have clear CTAs.
Getting Started This Week
Day 1: Install the pixel and verify it's working
Day 2: Set up basic event tracking (form submissions, phone clicks)
Day 3: Create your first audience (all website visitors, 30 days)
Day 4: Launch a simple retargeting campaign with one ad
Day 5: Monitor results and start planning your 3-ad sequence
Retargeting isn't complicated to set up. The hardest part is starting. Once your pixel is installed and collecting data, you can continuously refine your audiences and creative.
The 97% of visitors leaving your site today? They're your retargeting audience tomorrow.
Related Facebook Ads Guides
Looking for more on Facebook advertising for law firms? Explore our complete series:
-
Strategy & Planning
-
Technical Setup
-
Practice Area Guides
-
Creative & Format
Irfad Imtiaz is Director of Technology at My Legal Academy and Co-Founder & CTO at Ranql. He has personally helped 400+ law firms implement AI and automation systems.
Frequently Asked Questions
What is Facebook Pixel and why do law firms need it?
Facebook Pixel is a piece of code added to your website that tracks visitor behavior and enables you to show those visitors targeted ads on Facebook and Instagram. Law firms need it because 95-98% of website visitors leave without contacting the firm. Retargeting brings them back at a fraction of the cost—typically $1-5 per click compared to $50-150+ for cold Google Ads traffic.
How do I install Facebook Pixel on my law firm website?
Install Facebook Pixel by: 1) Creating your pixel in Meta Business Manager under Events Manager, 2) Adding the pixel code to the <head> section of every page on your website (either directly, via Google Tag Manager, or using a WordPress plugin), 3) Verifying installation with the Meta Pixel Helper Chrome extension. The process takes 15-30 minutes for most law firm websites.
What is the best retargeting sequence for law firm ads?
The most effective law firm retargeting uses a 3-ad sequence: Ad 1 (Days 1-3) focuses on trust and credibility—your experience and results. Ad 2 (Days 4-7) shows social proof—client testimonials and reviews. Ad 3 (Days 8-14) pushes for conversion with a clear call to action like 'Free Consultation.' This moves prospects through the decision journey instead of showing the same ad repeatedly.
How much should I spend on Facebook retargeting for my law firm?
Start with $10-20 per day for retargeting campaigns. Because you're targeting a smaller, warmer audience (people who already visited your site), you don't need large budgets. Most law firms see better ROI from retargeting than cold campaigns because cost-per-click is dramatically lower ($1-5 vs. $50-150+) and conversion rates are higher.
Do I need to update my privacy policy for Facebook retargeting?
Yes, you must update your privacy policy to disclose remarketing activities. Your policy should state that you use tracking technologies, what data is collected, how it's used for targeted advertising, that Meta/Facebook is involved, and how users can opt out. This is required by Facebook's terms and privacy laws. Have your attorney review changes before publishing.
Are there ethical concerns with retargeting for sensitive practice areas?
Yes. For criminal defense, avoid specific messaging like 'Arrested for DUI?' that could be seen by family members. For family law, be sensitive that ads may appear when a spouse is present. For personal injury, don't target hospital visitors specifically. Keep messaging tasteful, use general CTAs, set frequency caps (3-5 per week), and review your state bar's advertising rules.
How do I know if my Facebook retargeting is working?
Track these metrics after 30 days: Frequency (target 2-5 per week), CTR (0.5-2%+), Cost per Click ($1-5), Cost per Lead ($20-100 depending on practice area). Also track view-through conversions—people who saw your ad but converted later without clicking. Signs of success include increased direct traffic, lower cost per lead vs. cold campaigns, and higher conversion rates from retargeting audiences.
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