Why This Matters
Retargeting recovers potential customers who showed interest but didn't convert — typically 97-98% of first-time visitors leave without converting. An effective retargeting funnel keeps your brand top-of-mind, nurtures prospects through their consideration journey, and recovers a significant portion of otherwise lost conversions. Retargeted visitors are 3x more likely to convert than first-time visitors.
Common Strategies
Retargeting strategies include: segmenting audiences by behavior (page visited, time on site, cart abandoned), creating sequential retargeting messages that move prospects through the funnel, frequency capping to avoid over-exposure, using dynamic product ads with personalized recommendations, cross-platform retargeting (web, social, video, email), excluding recent converters, and A/B testing creative and offers.
Key Metrics
Retargeting click-through rate, retargeting conversion rate, cost per retargeted conversion, assisted conversions, frequency, reach, and incremental lift from retargeting.
Tools & Technologies
Ad platforms (Google Ads, Meta Ads, LinkedIn Ads), retargeting pixels, CRM audiences, DMPs, and attribution platforms.