Audiences
Retargeting
Showing ads to people who have already visited a site, used an app or engaged with the brand.
What it is
Also called remarketing. Audiences are built from site visits, cart activity, video views or customer lists.
Why it matters
For lead generation and e-commerceThese people already know the brand, so they convert at higher rates and remind buyers who were interrupted.
In practice
Build audiences by how recent and how deep the visit was, and exclude people who have already converted.
A common mistake
Crediting retargeting with sales that would have happened anyway. Holdout tests often show a smaller effect than the reports.
All terms