What is Retargeting?
Retargeting is a digital advertising technique that displays targeted ads to users who have already interacted with your website, app, or content. Rather than pursuing new audiences, retargeting focuses on re-engaging people who've shown genuine interest in your brand but haven't yet converted. It keeps your business visible as they continue browsing the internet.
How It Works
Retargeting relies on tracking pixels or cookies placed on your website. When a user visits, the pixel records their behaviour. As they leave and browse other sites within ad networks (like Google Display Network or programmatic platforms), ads promoting your product or service follow them. This creates multiple touchpoints across the customer journey.
There are two main approaches:
Pixel-based retargeting tracks anonymous users and shows them generic ads based on pages visited. It's quick to set up but less personalised.
List-based retargeting (or customer list retargeting) uses your own customer data – email addresses, phone numbers – to target known users across platforms. It's more precise and compliant with UK data protection standards.
Why It Matters
Most website visitors don't convert on their first visit. Research shows users typically need multiple exposures before purchasing. Retargeting addresses this by:
- Improving conversion rates: Users who've already shown interest are significantly more likely to convert than cold audiences
- Reducing cost-per-acquisition: You're targeting warm prospects rather than starting from scratch with each campaign
- Building brand recall: Repeated exposure reinforces brand recognition and trust
- Supporting the customer journey: Different ads can target users at different stages – awareness, consideration, decision
When to Use Retargeting
Retargeting works best for:
- E-commerce: Recovering abandoned shopping carts and promoting viewed products
- High-consideration purchases: Where longer decision cycles justify multiple touchpoints
- Lead generation: Nurturing prospects who've downloaded resources but haven't enquired
- Seasonal campaigns: Keeping top-of-mind during peak shopping periods
UK Compliance Considerations
Under GDPR and UK data protection law, retargeting campaigns must obtain explicit consent before tracking users. Ensure your privacy policy clearly explains data collection, and provide easy opt-out mechanisms. List-based retargeting generally has stronger privacy foundations than pixel-based approaches since users have explicitly provided contact information.
Best Practices
- Use frequency caps to avoid ad fatigue – typically 3-5 impressions per user daily
- Segment audiences by behaviour (product viewers, cart abandoners, past customers) for tailored messaging
- Refresh creative regularly to maintain engagement
- Set appropriate time windows – most conversions occur within 30 days
- Monitor ROAS carefully; retargeting should deliver better returns than standard display campaigns
Retargeting is essential for maximising ROI on website traffic and improving overall campaign efficiency.