Retargeting

Retargeting

What it is: Retargeting is a form of paid advertising that re-engages users who have previously visited your site but didn’t convert. It includes display, social, video, and search ads triggered by user behavior.

Why it matters for ecommerce merchants: Most visitors don’t convert on the first visit. Retargeting gives you another shot. According to Criteo, website visitors who are retargeted are 43% more likely to convert. It's a high-ROI tactic for increasing conversion without needing new traffic.

Challenges:

• Balancing frequency and creative variety to avoid ad fatigue
• Excluding converters to avoid wasted spend
• Segmenting audiences based on behavior and funnel stage
• Measuring true lift versus assisted conversions