What is Retargeting?
Definition
Retargeting, also called remarketing, is advertising shown to people who have already interacted with your business, such as visiting your website, watching a video or joining your email list, to bring them back to finish an action.
Last updated 2026-10-18 · Flowmatix
How retargeting works
There are two common methods. Pixel-based retargeting uses a small piece of tracking code, such as the Meta Pixel or Google tag, to add website visitors to an audience list. List-based retargeting uploads customer email addresses or phone numbers, which the ad platform matches to its users in hashed form.
You then create ads that only those audiences see, often with rules based on behaviour and timing.
Example: a bridal boutique notices that many visitors view gown pages but never book a fitting. It builds three audiences: people who viewed a gown page in the last 14 days, people who started the booking form but did not finish, and past brides (excluded from ads). The first group sees a carousel of the gowns they browsed; the second sees an ad saying weekend fittings are filling up, with a direct link back to the booking form.
Why it matters for your business
Most people do not buy or enquire on their first visit. They compare, get distracted, or wait for payday. Retargeting keeps you visible during that decision window, aimed at people who already know who you are, so it often turns more of the traffic you paid for or earned through SEO into actual customers.
It also lets you tailor the message to where someone is in the journey: a reminder for browsers, reassurance (reviews, guarantees) for people who hesitated at checkout, and a cross-sell for recent buyers.
Common mistakes
- Showing the same ad dozens of times a week. Set frequency caps so persistence does not turn into irritation.
- Forgetting to exclude people who already converted.
- Using one generic audience for everyone instead of segmenting by what they viewed.
- Installing tracking without a clear privacy policy and appropriate consent. Privacy law varies by province and country; this is general information, not legal advice.
- Judging retargeting on last-click sales alone when it often assists conversions credited elsewhere.
Frequently asked questions
Do third-party cookies still matter for retargeting?
Less than they did. Google announced in April 2025 that Chrome would keep its current approach to third-party cookie choice rather than launch a new prompt, but other browsers restrict them and many users decline tracking. First-party data, such as email lists and logged-in customers, is the more durable foundation.
Which platforms offer retargeting?
Google Ads, Meta (Facebook and Instagram), LinkedIn, TikTok and most display networks do. Performance Max campaigns can also use your visitor lists as audience signals.
How large does an audience need to be?
Platforms set minimum sizes before ads can serve, and these vary. Low-traffic sites often combine website visitors with customer lists and video viewers, or pair retargeting with marketing automation emails to reach people directly.
How Flowmatix can help
Our Meta ads and social media work puts this into practice for businesses in Toronto and around the world. Get a personalised quote in about 3 minutes.
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