What is Retargeting?
Retargeting is showing ads to people who have already visited your site or engaged with your brand.
Retargeting is showing ads to people who have already visited your site or engaged with your brand. Free strategy call. no long contracts.
- Retargeting
- Retargeting is showing ads to people who have already visited your site or engaged with your brand. Free strategy call. no long contracts.
Why Retargeting matters
Typically the highest-ROAS channel (5-15x). Built from custom audiences, site visitors, cart abandoners, past purchasers. Best retargeting segments: cart abandoners within 7 days, past purchasers 30-60 days post-purchase.
Common mistakes with Retargeting
- 1
Trusting platform attribution. Meta and Google overstate their contribution by 30-60% on most accounts.
- 2
Scaling winning ad sets too fast. 30%/week is the safe ceiling, faster usually breaks the algorithm and learning resets.
- 3
Ignoring creative fatigue. Most ads peak by week 2-3. If frequency exceeds 3, plan refresh.
How to improve Retargeting
Set up a creative testing cadence: 8-12 fresh ad concepts per week, retire any ad with frequency > 3 or CTR drop > 30%.
Use server-side conversions API on Meta and enhanced conversions on Google. Match rates 70%+ unlock algorithm performance.
Build a 4-tier audience structure: cold prospecting, warm engagers, retargeting, post-purchase. Different creative, different targets.
Common questions about Retargeting
What is Retargeting?▾
Why does Retargeting matter for marketing teams?▾
Related terms
Need help applying Retargeting to your business?
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