Retargeting

Retargeting is a form of digital advertising that shows ads to people who have already interacted with your brand, such as visiting your website, viewing a product, or abandoning a cart. By re-engaging warm audiences who did not convert the first time, it aims to bring them back and move them toward a purchase.

Retargeting works by tagging visitors through a pixel, cookie, or uploaded customer list, then serving them tailored ads across display networks, social platforms, or search. Because these audiences already know the brand, retargeting campaigns often show stronger conversion rates and lower cost per acquisition than cold prospecting, and they pair naturally with segmentation to match the message to where someone stopped.

The terms retargeting and remarketing are often used interchangeably, though remarketing can also refer to email-based re-engagement. A frequent pitfall is over-frequency: showing the same ad too many times wastes budget and annoys users, so capping impressions and excluding people who have already converted is essential.

Last updated: 14 June 2026

Retargeting

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