Retargeting
TargetingDefinition
Retargeting is the practice of serving ads to users who have previously interacted with your website, app, or content. It is the general industry term for what Google calls "remarketing," widely used across Meta, LinkedIn, and other platforms.
Retargeting on Meta uses the Meta Pixel and Conversions API to build audiences of past visitors. You can create audiences based on page views, add-to-cart events, video views, or page engagement. Meta retargeting audiences can also include customer lists via Custom Audiences.
Effective retargeting requires matching creative to funnel stage. Someone who watched 75% of your product video needs a different message than someone who abandoned checkout. Sequential retargeting — showing a progression of messages over time — outperforms showing the same ad repeatedly.
Install tracking pixels (Meta Pixel, LinkedIn Insight Tag) and configure server-side events. Build audience segments by behavior and recency. Create dedicated campaigns with tailored creative for each segment. Set frequency caps to avoid ad fatigue.
Retargeting is consistently the most efficient campaign type because it targets people with demonstrated interest. It reduces the gap between awareness and conversion, recapturing revenue that would otherwise be lost.
Related Terms
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Frequently Asked Questions
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They are the same concept. "Retargeting" is the general industry term; "remarketing" is Google's branding.
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Use Conversions API alongside the Meta Pixel. Build audiences from on-platform engagement. Upload first-party customer data via Custom Audiences.
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Generally 3-7 impressions per user per week. Monitor ad fatigue — if CTR drops and frequency rises, you are overexposing your audience.
Missing revenue from interested visitors?
We build retargeting campaigns that re-engage your warmest audiences with sequenced, relevant messaging.