Remarketing
Advertising
Advertising
Remarketing is advertising to people who previously interacted with your site, app or customer base.
You build lists from behaviour (visited the pricing page, abandoned a cart) or your own customer data, and show those groups a fitting message. Because the audience already knows you, conversion rates are usually higher than cold reach.
Without consent for marketing cookies you can't add a large share of visitors to a list. Expect smaller audiences than your traffic numbers suggest.
In practice
Set a frequency cap and exclude existing customers. Chasing someone for weeks costs money and goodwill.
Related terms
- First-party dataFirst-party data is data you collect yourself from your own customers and visitors: orders, email addresses, on-site behaviour, conversations in your CRM.
- FunnelA funnel is the model describing the path from unknown visitor to customer in steps, with a share dropping off at each step.
- Consent ModeConsent Mode is how Google tags adapt their behaviour to a visitor's cookie choice, with modelled figures for those who decline.