Retargeting
Retargeting is advertising aimed at people who already visited a site or engaged with a brand, bringing them back to complete an action.
Retargeting (or remarketing) is advertising aimed at people who have already visited a website, used an app, or engaged with a brand, with the goal of bringing them back to complete a purchase or other action.
How it works
Site visitors are added to audiences via pixels or first-party data uploads and then served ads across social, display, and search. Effective retargeting is segmented by intent (cart abandoners get different treatment than blog readers), frequency-capped to avoid fatigue, and excludes recent purchasers. Because these audiences were already likely to convert, retargeting looks extremely efficient in attribution reports while its incremental effect is often far smaller.
Why it matters
Retargeting is a legitimate conversion tool but a common budget trap: it earns credit for demand that prospecting created. Programs that judge it on incremental lift keep it in proportion and fund the top of funnel that actually feeds it. Learn more about our paid media services.
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