What is retargeting?
Retargeting is a form of online advertising that shows ads to people who have previously visited your website or app, usually after they leave without converting. It aims to bring them back and complete the purchase or signup.
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How retargeting works
A tag or pixel on your site records visitors into an audience list. The ad platform then shows ads to those people as they browse other sites, apps, or social feeds.
Dynamic retargeting goes further. It shows people the specific products or pages they viewed.
Building useful audiences
Split visitors by what they did. People who viewed a pricing page, started a form, or left a cart signal more intent than those who bounced from a blog post, and deserve different messages and bids.
Exclude people who already converted so you don't pay to show them ads they don't need.
Avoiding overexposure
Retargeting audiences are small, so the same people can see ads often. Use frequency caps and refresh your creative, and limit how long visitors stay in the audience.
Common questions
Is retargeting the same as remarketing?
Often yes. People use the terms interchangeably, though some reserve remarketing for follow-up through email or other channels.
Does retargeting still work with privacy changes?
It can, but changes to cookies and tracking limit how audiences are built on some browsers and devices. First-party data and customer lists help.
Why do retargeting ads follow people around?
The platform recognizes a previous visitor and shows the ad as they use other sites and apps. Frequency caps and shorter audience windows reduce it.
How do I measure retargeting?
Track conversions and return on ad spend, and use holdout tests when you can. Some of these customers might have bought anyway, so check the added value.
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