Skip to main content
Also known as: remarketing, behavioral retargeting

Retargeting

ConceptualMarketingStrategies

Definition

Retargeting: Retargeting is a digital advertising strategy that shows ads to users who have previously visited your website or engaged with your content. By placing tracking pixels on your site, you can follow visitors across the web and display relevant ads to bring them back. Retargeting typically has higher conversion rates than prospecting because you're reaching warm audiences.

Example Usage

“Our retargeting campaigns convert at 5x the rate of cold traffic, so we allocate 30% of ad budget to bringing back visitors.”

Common Misconceptions

Retargeting is creepy. When done with frequency caps and relevant messaging, users find it helpful.
Everyone who visits should be retargeted. Segment by behavior and exclude converted customers.
Retargeting works forever. Ad fatigue sets in; cap duration at 30-60 days and rotate creative.

Explore More Resources

Browse Tools

Discover 100+ vetted tools for every stage of your startup journey

Explore all tools

Build Your Stack

Take our personalized quiz to get tool recommendations for your startup

Start the checklist

Recommended Reading

Curated books to help you learn, grow, and succeed as a founder

View book recommendations

Listen & Learn

Top podcasts covering startups, product, growth, and entrepreneurship

Discover podcasts

Help us improve this definition

See something that could be clearer or more accurate? Let us know.

Help us improve this page

Found an error or have a suggestion? We'd love to hear from you.