Face pull

Attach a rope handle to a cable pulley set at or slightly above head height.
Grasp the ends of the rope with an overhand grip and take a step back until your arms are fully extended. Stand with a stable, shoulder-width stance.
Pull the rope directly towards your face, focusing on driving your elbows out wide and high while externally rotating your shoulders.
Squeeze your upper back and rear shoulder muscles at the peak of the movement, then slowly extend your arms back to the starting position with control.

Tips

As you pull, drive your elbows out to the sides and upward so they finish above shoulder height, and simultaneously rotate your hands outward so your palms face forward at the end of the movement.
At the end of each rep, extend your arms back toward the pulley in a controlled manner, keeping the rope path steady rather than letting the weight pull your arms forward abruptly.
Keep your torso upright and still throughout the set so that the pulling motion comes entirely from your arms and shoulders.

Pulling the rope toward the neck or chest instead of the face causes the elbows to drop and reduces the outward, high-elbow path the exercise requires.
Letting the elbows stay low and point backward rather than flaring out to the sides means the shoulders do not externally rotate through the movement.
Leaning the torso backward during the pull shortens the actual range the arms travel and turns the movement into a partial row rather than a face pull.