Funnel & StrategyRetargeting
What is Retargeting? How It Works and Which Audiences to Use
Also known as: remarketing, behavioural retargeting
Short answer
Retargeting shows ads only to people who already interacted with you, such as visiting the website or abandoning a cart. Because the audience already knows you, cost per conversion is usually the lowest of any stage.
The simple way to think about it
Someone walks into your shop, picks up an item, and leaves without buying. Retargeting greets that person again the next day, rather than greeting people who never came in.
The retargeting audiences people use most
| Audience | What it is for |
|---|---|
| Website visitors, 30 days | Keeping the brand in mind |
| Opened the pricing page | A strong interest signal |
| Added to cart, did not pay | Closest to a sale |
| Started a chat then stopped | Needs an answer, not a new ad |
| Watched over 50% of a video | Suits the MoF stage |
Limits worth keeping
- Exclude buyers. Cart ads to people who already paid waste budget and annoy.
- Watch frequency. Retargeting audiences are small, so frequency spikes fast.
- Do not judge everything on retargeting. Its ROAS is high because the audience was already close to buying.
Frequently asked questions
- What is the difference between retargeting and remarketing?
- In practice they mean the same. Google calls it remarketing, Meta calls it retargeting. Both mean advertising to people who already have a history with you.
- Why is my retargeting audience empty?
- Because website or conversation events never reached the ad platform. Retargeting audiences are built from events. With no events arriving, the list never fills.
- How long should the retargeting window be?
- It depends on how long people take to decide. Cheap products need 7 to 14 days. Expensive ones may need 30 to 180. Too long a window means paying for people who have forgotten you.
Related terms
Konektor guides
Your ad numbers are only as accurate as the data behind them
Konektor captures the Click ID and sends conversions that close on WhatsApp, over the phone, or in a shop back to the ad platform.