Definition
Retargeting (Remarketing)
Retargeting, also called remarketing, is showing ads to people who have already visited your website, used your app or engaged with your business, to bring them back to complete an action.
Most visitors leave a website without enquiring or buying. Retargeting uses tracking tags, such as the Meta Pixel or Google tag, or your own customer lists, to show those people relevant ads later, often with a reminder, a review or an offer.
Retargeting should respect privacy rules. In the UK and EU, tracking for advertising generally needs consent, and every platform has its own policies on sensitive categories such as health.
Retargeting in practice
Someone views a sofa on an online store but doesn't buy. Over the next week they see ads showing that sofa with delivery details and customer reviews, and a small share come back and complete the purchase.
Related terms
Common questions about retargeting
Is retargeting the same as remarketing?
The terms are used interchangeably. Google tends to say remarketing; many other platforms say retargeting.
How long should retargeting ads run?
It depends on how long people take to decide. Short windows suit quick purchases; longer ones suit high-value decisions like property or education.
Is retargeting legal?
Yes, when done within privacy laws and platform policies, including getting consent for tracking where the law requires it.
Why am I seeing the same ad too often?
Frequency caps and audience exclusions, such as removing people who already bought, keep retargeting helpful rather than annoying.
Related services
Meta Ads (Facebook & Instagram)
Facebook and Instagram campaigns engineered for creative testing velocity and real ROAS.
Google Ads Management
Search, Shopping, Performance Max, and YouTube campaigns built around profit, not clicks.
Performance Marketing
Google, Meta, and TikTok Ads run as one system toward a single CAC and ROAS target.