Retargeting
Retargeting is a digital advertising strategy that targets users who have previously interacted with a brand, website, application, or digital content but have not yet completed a desired action, such as making a purchase, submitting a form, or signing up for a service. By reconnecting with audiences who have already shown interest, retargeting helps organizations remain visible, encourage return visits, and increase the likelihood of conversion.
Businesses use retargeting across channels such as search engines, social media platforms, display advertising networks, email marketing, and mobile applications. Common retargeting strategies include showing ads based on website visits, product views, abandoned shopping carts, content engagement, previous purchases, or interactions with digital campaigns. Organizations use tools such as tracking pixels, cookies, customer lists, and marketing automation platforms to create targeted audience segments. Performance is measured through metrics such as click-through rates (CTR), conversion rates, cost per acquisition (CPA), return on ad spend (ROAS), customer acquisition cost (CAC), and revenue generated.
By reaching audiences who are already familiar with a brand, retargeting helps organizations improve marketing efficiency, increase conversions, reinforce brand awareness, and maximize the value of existing website traffic and customer interactions. It is a key tactic within digital advertising, performance marketing, conversion rate optimization (CRO), and customer journey strategies.
For example, an online retailer may use retargeting to show ads featuring a product a customer previously viewed but did not purchase, encouraging the customer to return to the website and complete the transaction.
Related Terms: Digital Advertising, Paid Media, Performance Marketing, Conversion Rate Optimization (CRO), Customer Journey, Pay-Per-Click (PPC), Online Advertising, Customer Acquisition Cost (CAC), Return on Ad Spend (ROAS).