Retargeting is an online advertising method that shows ads or sends messages to people who’ve already visited your website or app, or engaged with your brand. Retargeting offers an opportunity to convert prospects if they left your site before taking action.​​ 

For example, if a prospective customer abandoned a shopping cart without checking out, you can use retargeting to show an ad for the product they recently viewed on another website they visit. Staying visible to these audiences accelerates your conversion rates and drives to meet your marketing and revenue goals.​​ 

How retargeting works​​ 

Il retargeting funziona tramite più canali di marketing digitale, tra cui ricerche a pagamento, annunci display, email e social.​​ 

For retargeting to work with many of these channels—such as search and display advertising—browser users must enable cookies. Cookies are small files that live on user devices and let you track user behavior and analyze traffic. They tag each user with a unique identifier.​​ 

With conversion tracking in your analytics platform, you’ll see whether users completed a conversion goal like checking out a shopping cart or filling out a form. If they haven’t completed a set conversion goal, use retargeting to show your ads again on the next website or mobile page they visit. Chrome still supports third-party cookies, but other major browsers block them by default, so many brands lean on first-party data like email lists and logged-in audiences.​​ 

Pixel-based retargeting​​ 

A retargeting pixel is a snippet of code on your website or app that tags visitors so you can show them ads later. Google Ads (formerly Google AdWords) now calls remarketing audiences your data segments. You add the Google tag to your site or app, and visitors join segments you can target across Search and Display.​​ 

List-based retargeting​​ 

If you have the email addresses of potential customers, use list-based remarketing to personalize their experience with your brand. Once you have a collection of email addresses, upload these lists into a customer relationship management platform or to custom audiences on social media platforms like Facebook and LinkedIn. Uploaded lists also power retargeting on Facebook through Custom Audiences.​​ 

Retargeting vs. remarketing​​ 

The terms are often used interchangeably. Retargeting usually means showing paid ads to past visitors, while remarketing usually means re-engaging past customers through email. Google Ads historically used “remarketing” for both.​​ 

Benefits of retargeting​​ 

The benefits of retargeting include:​​ 

  • Connect with prospects repeatedly. Built touchpoints across the marketing funnel so your brand stays top-of-mind when they’re ready to buy.​​ 
  • Increase conversion rates. Customers who need time to decide still see your brand when they’re ready to convert.​​ 
  • Personalize marketing. Rather than showing ads to random users, target previous visitors and create a personalized buying experience.​​ 
  • Reach out to prospects on sites they frequent. Retargeting lets brands display ads where users like to spend time, including popular social media platforms.​​ 

Start a free trial of Sprout Social to measure how retargeted audiences engage with your brand—and drive smarter, faster business impact.​​