Site retargeting

From Wikipedia, the free encyclopedia

Site retargeting is a display advertising technique used by marketers to display advertising to people who have previously visited their website. The marketer includes a pixel within their webpage which sets a cookie in the user's browser.[1] That cookie allows the marketer to target the website visitor with advertising elsewhere on the internet using retargeting.

A related technique used by retailers involves dynamic creative, which allows the marketer to customize the ad displayed to any site visitor, for example displaying a picture of a product the visitor was viewing earlier, but did not purchase.

Site retargeting is now commonly considered a "standard practice" among digital marketers.[2]

Social Media & Site Retargeting[edit]

The ability to "retarget", or sell ads on different websites to visitors of certain webpages, lays at the heart of most social networks business models. LinkedIn,[3] Facebook,[4] Twitter,[5] Pinterest[6] & more all allow and have detailed guides on how to run retargeting ads on their platforms. Google's business model is also built on retargeting - both in their search engine and in their display advertising network.


Another common use of site retargeting has been to deliver personalised content to users. A common idea in marketing is the "buyer persona", where marketers create fictional characters of potential customers and think about the "customer journey" - the process that each fictional customer needs to make until it decides to buy the product.[7] Site retargeting makes it easier to keep track of where each user is on their customer journey - and thus personalize the content that is shown to the user accordingly.[8]


The CTR (clickability) of a retargeting ad is on average 10 times higher than that of a typical media ad.[9][10] While a standard media ad has a CTR of 0.07%, the average clickability of a retargeting ad is 0.7%.[11][12] In addition, retargeting conversion is 70% higher.[13]

A study conducted by Baymard Institute confirms that approximately 70% of online shoppers fill their shopping cart with items but do not complete the checkout.[14] With the help of banners on third-party resources, sellers bring some users back to the site and thus ensure sales.

68% of marketing agencies and 49% of brands have a dedicated budget for retargeting.[15]

See also[edit]


  1. ^ "The Future of Retargeting, Remarketing and Remessaging". Marketing Land. Retrieved 30 July 2012.
  2. ^ Fishman, Jason. "Council Post: What Is Retargeting And Why Is It Important?". Forbes. Retrieved 2021-05-10.
  3. ^ "Website Retargeting for LinkedIn Ads | LinkedIn Marketing Solutions". Retrieved 2021-05-10.
  4. ^ "Retarget an audience with Facebook dynamic ads for products". Facebook Business Help Center. Retrieved 2021-05-10.
  5. ^ "Remarketing on Twitter". Retrieved 2021-05-10.
  6. ^ "Set up audience targeting". Pinterest Help. Retrieved 2021-05-10.
  7. ^ "6 Steps to Add Customer Journey Mapping to Your Marketing Strategy". WordStream. Retrieved 2022-04-01.
  8. ^ "What is Customer Journey Retargeting?". Automat. 2019-10-01. Retrieved 2022-04-01.
  9. ^ "Retargeting Statistics". Retrieved 2023-12-02.
  10. ^ "Retargeted Advertising for Nonprofits: Complete Introduction". Retrieved 2023-12-02.
  11. ^ "What is the Average CTR for Google Ads?". Retrieved 2023-12-02.
  12. ^ "Facebook Ads CTR Benchmarks: How to Optimize Your Ad Performance". Retrieved 2023-12-02.
  13. ^ "17 Most Important Digital Marketing Metrics Every Business Should Track". Retrieved 2023-12-02.
  14. ^ "From Pixel to Purchase: the Power of Retargeting Strategies". Retrieved 2023-12-02.
  15. ^ "40+ Retargeting Statistics That are Hard to Ignore (2023)". Retrieved 2023-12-02.