What is it and what is it for

Table of contents

What retargeting is and what it is used for

Retargeting, also known as remarketing, is a form of online advertising that can help recover users who have recently visited our website.

In most eCommerce, only 3% of traffic converts to a sale after the first visit.

Remarketing is designed to help companies reach the 97% of users who do not convert immediately and who have already passed through their website.

Why it is important

Retargeting campaigns act as a reminder to users who have visited your website with the aim of making them return to it and complete a specific action or simply to reinforce the brand image in the consumer’s mind.

Retargeting campaigns are usually oriented towards a target or finalist action.

For example:

  • Subscribe to a free version of your application
  • Sign up for a newsletter
  • Make a purchase
  • Fill in a form

It is common for advertisers to activate these campaigns to re-engage visitors after they leave their site without making a purchase.

Where can I activate a retargeting campaign?

Retargeting campaigns can be done with the help of Google Ads, Facebook retargeting, LinkedIn Ads, and other retargeting advertising platforms. Serious marketers today use retargeting as a vital tool to connect with their customers and increase their sales and loyalty.

How remarketing campaigns work

Retargeting is a cookie-based technology that uses a simple Javascript code (called a pixel) to anonymously “track” your audience across the web.

Therefore, a retargeting campaign works with users who have previously visited your website or certain URLs showing some predisposition to purchase by presenting your brand’s display ads through the different portals or applications they visit.

In this way, what we try to achieve is that they return to our page and finish performing the action desired by us.

In conclusion:

Retargeting campaigns can be a very effective tool in the hands of experienced marketers.

However, they can also be a double-edged sword.

Depending on the sector in which we operate, we must adjust the timing and match the campaigns to the buyer journey or place of purchase.

Otherwise, we run the risk of going too fast or too late.

Retargeting is more effective if you segment visitors (for example, people who looked at shoes versus pants) and adapt the ads shown to each group, based on their interests and actions.

Links and recommended reading:

Frequently Asked Questions

Retargeting is one of the online marketing strategies that I work only with users who have recently visited our website to reinforce the brand or drive them to our website.


While retargeting focuses on attracting users or customers who have just visited our website through ads on social media, email or other platforms, remarketing usually focuses on sales or marketing emails sent to re-engage customers.

Facebook retargeting campaigns start by → Creating a list of existing contacts or gathering pixel clusters on your website.→ Upload the list to Facebook’s audience manager.→ Determine your target URL.→ Segment your ads for specific audiences.→ Set your budget.→ Create your ad.→ Track the progress of your campaign.

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