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Retargeting

Table of Contents

What is retargeting?

Retargeting (or remarketing) serves ads to users who previously interacted with your website or app, aiming to re‑engage them and drive conversion through personalised reminders.

Key points

  • Mechanisms: Pixel‑based (cookies) and list‑based (CRM emails).
  • Platforms: Google Display, Meta, LinkedIn, CTV.
  • Frequency: Limit to 7–10 exposures per user over 30 days.
  • Creative: Dynamic product ads mirror browsed items.
  • Performance: Average CTR is 10× higher than cold traffic (Criteo 2025).

Pro tips

  • Segment audiences by intent stage (view, cart, purchase).
  • Use burn lists to stop ads post‑conversion.
  • Test sequential messaging (demo → testimonial → offer).

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