Quick Definition
Retargeting (also called remarketing) is a form of digital advertising that targets users who have previously interacted with a website, product, content, or other digital property. Retargeting works by tracking user behavior (using pixels, cookies, or other tracking methods) and then serving ads to those users when they visit other websites or platforms. Retargeting is particularly effective because it targets users who have already shown interest, making them more likely to convert. Retargeting is commonly used for website visitors, cart abandoners, content downloaders, and other engaged users.
How It Works
Retargeting works through tracking and ad serving: when users visit a website or interact with digital property, a tracking pixel or cookie is placed on their browser. When those users visit other websites or platforms, the tracking pixel triggers and serves retargeting ads. Advertisers create retargeting campaigns targeting specific audience segments (website visitors, cart abandoners, content downloaders) and set budgets and bids. The platform serves ads to users in those audience segments. Retargeting can be done across multiple platforms (Google, Facebook, LinkedIn, etc.).
Frequently Asked Questions
What is the difference between retargeting and remarketing?
The terms are often used interchangeably. Some platforms distinguish them: Google uses "remarketing" for search and display retargeting, while "retargeting" is more commonly used for social media retargeting. In practice, they refer to the same concept: targeting users who have previously interacted with your brand.
How long can you retarget users?
Retargeting windows are typically limited to 30-90 days due to cookie expiration. Some platforms allow longer windows (up to 540 days for Google Ads), but effectiveness decreases over time. For B2B with longer sales cycles, use multiple touchpoints and extend retargeting windows where possible.
How do privacy changes affect retargeting?
Privacy regulations (GDPR, CCPA) and browser changes (Safari ITP, Firefox ETP, Chrome phasing out third-party cookies) significantly impact retargeting. Solutions include: server-side tracking, conversion APIs, first-party data collection, and platform-specific solutions. Focus on first-party data and consent-based tracking.