9 Retargeting Best Practices to Maximize Your Conversion Rates

Ever browse an online store, add something to your cart, and then get distracted before checking out? Or maybe you clicked on a product but didn’t buy it, only to see ads for it everywhere afterward.

That’s retargeting—a marketing strategy designed to make sure you don’t forget what caught your eye.

For businesses, retargeting is a smart way to re-engage people who’ve already shown interest but didn’t take the next step. Whether it’s reminding them about the product they were eyeing or giving them an exclusive discount, retargeting keeps your brand visible without being overbearing.

In this guide, we’ll dive into the best practices, tools, and strategies for running retargeting campaigns that actually work. Whether you’re new to retargeting or looking to level up, this is your roadmap to turning “maybe later” into “yes, please!”

What Does Retargeting Mean?

Retargeting is a strategic advertising approach designed to re-engage people who have interacted with your brand but didn’t take the desired next step, like completing a purchase or signing up for a service.

Essentially, it allows you to remind these potential customers about your offerings by showing them relevant ads as they browse other websites, use social media platforms, or watch videos online.

For example, if someone visits your website, checks out a product, and leaves without buying, retargeting ensures they’ll see ads for that product later.

Retargeting aims to stay visible to potential customers so your brand remains in their minds until they’re ready to take the next step. In short, it’s a strategic way to re-engage without overwhelming them.

Types of Retargeting

Retargeting comes in several flavors, each designed to reconnect with your audience in a way that feels relevant and personal. Here are some of the main types of retargeting and how they work.

List-Based Retargeting

Got a solid email list? This one’s for you. List-based retargeting lets you upload customer emails to platforms like Facebook or Google Ads. 

They’ll match those emails to users on their platforms, so you can deliver targeted ads directly to people who’ve already shown interest in your brand.

Pixel-Based Retargeting

This is the classic method. A small tracking pixel on your website collects data about what visitors do while they’re there.

When they leave, you can serve them ads based on their actions—whether they browsed a product, read a blog, or started the checkout process.

Search Retargeting

Search retargeting targets users based on the keywords they’ve been looking up, even if they haven’t visited your website yet. It’s a smart way to get in front of potential customers early in their journey.

When Should You Adopt a Retargeting Campaign?

Retargeting works best when it’s timed right. Knowing when to launch a retargeting campaign can save you money, maximize engagement, and ultimately drive more conversions. Here are the best scenarios to consider:

• Cart abandonment: When visitors add items to their cart but leave without buying them. Retargeting can nudge them to come back and finish what they started.
• Product browsing: If visitors spent time looking at specific products or services, retargeting helps remind them of what caught their attention.
• Lead generation: People who visited your site but didn’t sign up for your email list or free trial are prime candidates for retargeting.
• Event marketing: Retarget those who showed interest in your webinars, promotions, or events but didn’t register.
• Seasonal campaigns: Use retargeting during high-demand seasons to re-engage shoppers who visited but didn’t make a purchase.

When you focus your retargeting strategy on the moments that matter most, you’ll see higher ROI and stronger connections with your target audience. Plus, you'll avoid wasting your ad spend on audiences who are least likely to go further down your sales funnel.

Best Strategies for Retargeting Campaigns

Retargeting thrives when you have the right tools and a clear plan. Success comes from using the best platforms, creating messages that resonate, and timing your efforts perfectly. 

All that said, here’s how to make your campaigns stronger:

1. Build Your Arsenal of Weapons

Having the right tools helps make sure your retargeting campaigns reach the right audience on the right platform at the right time. Here are some top choices:

Capturify

Capturify helps address challenges like cookie depreciation and platform restrictions, including updates from iOS 15, Google, and Meta. It uses advanced Conversion API event tracking to improve your Event Match Quality Score and provides detailed customer insights.

With features like audience segmentation, tracking, and a straightforward interface, Capturify makes managing retargeting campaigns more accessible for businesses of all sizes.

Google Ads

Google Ads offers a wide-reaching display network that lets you retarget customers on platforms like YouTube, Gmail, and third-party websites. Its detailed analytics help you create campaigns that align with user behavior, which makes it easier to reconnect with your audience.

Facebook Ads

Facebook Ads allow you to retarget users on platforms like Facebook, Instagram, and Messenger. Dynamic ads make it simple to show products or services visitors viewed on your site, keeping your brand relevant and encouraging them to return.

Twitter (X) Ads

Twitter (X) Ads make retargeting straightforward by letting you re-engage users who’ve interacted with your tweets or website. It’s a practical way to reconnect with your audience, promote content, and maintain visibility in a conversational space.

2. Create Audience Segments

Not everyone who visits your site is looking for the same thing, so why treat them all the same? Creating audience segments helps you target specific groups with ads that feel more personal and relevant. Let’s break it down:

• Cart abandoners: These are the people who added items to their cart but left before checking out. Maybe they got distracted or wanted to think it over. A little nudge, like a limited-time discount or free shipping offer, might be all they need to come back.
• Existing customers: Loyal customers are gold. Retarget them with special deals, loyalty rewards, or suggestions for products that complement their past purchases. A friendly reminder can keep them coming back.
• Engaged visitors: Think about those who spent a while on your site, maybe exploring multiple pages. They’re clearly interested—give them a gentle push with ads that provide more details or highlight what makes your products or services stand out.
• Lost Customers: Remarketing ads aimed at lost customers should focus on reminding them why they loved your brand in the first place, with incentives like exclusive discounts.

Pro tip: Tools like customer relationship management (CRM) systems can make this process even easier by organizing and analyzing customer data to fine-tune your segments.

3. Use UTM Parameters For Retargeting Ads

UTM parameters might sound technical, but they’re just tags you add to your URLs to track how your ads perform.

Let’s say you’re running a few different ads for the same product. UTM tags can help you track whether Facebook or Google Ads is bringing in the most visitors or if your cart abandonment ad is outshining your product reminder ad copy.

For example, you can set up UTM tags like these:

• utm_source=facebook&utm_medium=ad&utm_campaign=retargeting_cart
• utm_source=google&utm_medium=ad&utm_campaign=retargeting_product_view

With UTM parameters in place, you can stop guessing and start knowing. You’ll see exactly what’s working, what needs changing, and where to focus your budget. It’s a simple step, but it makes a world of difference for your retargeting success.

4. Zero In On Your High-Value Customers

High-value customers are the ones who show clear buying intent or have a history of making purchases. Retargeting these people means you’re putting your energy where it matters most in your sales cycle.

Start by figuring out who these customers are. Maybe they’ve spent a lot of time on your site, checked out your premium products multiple times, or made repeat purchases. These behaviors are big indicators that they’re more likely to take the next step compared to someone who just visited your homepage and left.

Once you’ve identified them, create ads that speak directly to their needs. Show them your best products, offer loyalty perks, or suggest items they’ve already shown interest in. The idea is to make them feel like you’re paying attention—and that you get what they want.

By focusing on your high-value customers, you’re building relationships with the people most likely to support your brand in the long run.

5. Write Remarketing Ads For Different Customers

Remarketing ads should feel like a personal nudge, not just another sales pitch. They work best when they connect with what your audience has already done or shown interest in—think of it as a way to keep the conversation going.

Picture this: someone adds items to their cart but leaves before checking out. Instead of letting them slip away, hit them with a message like, “Don’t leave your favorites behind! Complete your order now and enjoy free shipping today only.” It’s a friendly reminder that makes returning easy.

Now, imagine a visitor who browsed your products but didn’t take the next step. Maybe they just need a little more convincing. A tailored ad could say, “Still thinking about this? It’s one of our best-sellers for a reason. Grab it before it’s gone!”

For paying customers who’ve already bought from you, it’s a chance to keep them coming back. Show them you value them with something like, “Just for you—10% off our new arrivals. Don’t miss out!” It feels more like an invitation than a hard sell.

Good remarketing ads don’t just sell—they remind, excite, and invite people back into your business.

6. Track Your Conversions

Tracking conversions is a must if you want to monitor your retargeting campaign performance. It’s not just numbers. It’s insight into what’s working, what’s not, and where to focus your efforts to get better results.

Tools like Facebook Pixel, Google Analytics, or Conversion APIs make it easy to monitor actions like purchases, sign-ups, and page views. They give you a clear idea of how specific ads are connecting with your audience and whether they’re doing their job.

Let’s say one of your ads gets a lot of clicks but doesn’t lead to conversions. That’s a signal to take a closer look. Maybe the landing page doesn’t match the ad’s promise, or the call-to-action needs more impact.

It’s also great for spotting trends. You might find that cart abandoners respond better than first-time site visitors or that certain platforms are driving more conversions than others. These insights make it easier to refine your strategy and focus on what actually works.

7. Apply Frequency Capping

Nobody enjoys being bombarded with the same ad everywhere they go; it’s a surefire way to turn interest into irritation. Frequency capping helps you avoid this by limiting how often your ads appear to the same person. It’s about staying memorable, not annoying.

Think of it like this: seeing an ad three to five times a week is enough to remind someone of your brand without making them roll their eyes. It strikes the perfect balance between visibility and subtlety. Plus, it saves your ad budget by cutting down on wasted impressions that aren’t likely to convert.

If someone hasn’t clicked on your ad after a few views, it’s a sign to try something new—maybe tweak your messaging, test a different ad creative, or shift focus to another audience segment.

8. Keep Your Messaging Consistent

Consistency is the glue that holds a successful retargeting campaign together. When your ads, landing pages, and overall branding align, it creates a seamless experience for your audience, making it easier for them to trust your brand and take action.

Imagine clicking on an ad that promises “50% off your first order,” only to land on a page that doesn’t mention the discount. Confusing, right? Inconsistencies like this can make potential customers hesitate and cost you conversions.

To avoid this, follow these best practices:

• Match the tone and visuals in your ads and landing pages to ensure a seamless transition
• Highlight the same offer or product in the ad and prominently feature it on the landing page
• Use consistent key phrases across all touchpoints to reinforce your message
• Align retargeting campaigns with your broader branding to maintain familiarity
• Keep your messaging consistent across campaigns to exclude users who aren’t part of the target audience for a specific offer

When your messaging feels clear and connected, it builds trust with your audience and makes their decision-making process much easier.

9. Don't Just Focus on Retargeting

Retargeting is a great tool, but relying on it alone won’t give you the full results you’re aiming for. Think of it as one piece of a bigger strategy: effective, yes, but even more powerful when combined with other approaches that keep your audience engaged at every stage.

For example, email marketing is a fantastic way to stay in touch with potential customers. Whether it’s a friendly follow-up or a well-timed offer, it helps nurture relationships beyond just ads.

At the same time, investing in search engine optimization (SEO) can bring in fresh traffic to fuel your retargeting campaigns. The more people visiting your site, the bigger your retargeting audience becomes.

High-quality content is another must. Blogs, videos, or social media posts that entertain or educate can attract new visitors while building trust with your audience. Speaking of social media, it’s a great space to connect directly, spark conversations, and encourage organic engagement.

Mix in strategies like influencer collaborations or partnerships to expand your reach, and suddenly, your marketing feels more dynamic and interconnected.

Remember: When retargeting is part of a larger game plan, it works better.

Capturify Makes Retargeting Easy

Retargeting can feel overwhelming. Juggling cookie restrictions, evolving ad platforms, and the constant need for precision is no small task.

Capturify steps in to cut through the chaos and give you an easy-to-use solution for tracking visitor behavior, segmenting audiences, and managing campaigns without the hassle.

What makes Capturify stand out is its ability to handle cookie depreciation and improve your Event Match Quality Score, which helps make sure your ads reach the right people at the right time. 

It goes beyond smarter targeting—it’s a way to turn complex challenges into actionable results.

Why let retargeting frustrations slow you down? Capturify lets you perfect your approach and focus on growing your business. Create a free profile today!

FAQs About Retargeting Best Practices

What is the best practice for a retargeting campaign?

The best practice for a retargeting campaign is to create personalized ads that align with the audience’s behavior. Use tools like UTM parameters to track performance, segment your audience based on their interactions, and apply frequency capping to avoid over-targeting. Social media retargeting is especially effective on mobile devices, where users spend a significant portion of their time.

What is a retargeting strategy?

A retargeting strategy involves re-engaging users who interacted with your brand but didn’t take the desired action, such as completing a purchase. It includes tactics like audience segmentation, dynamic ads, and using a retargeting platform like Google Ads or Facebook Ads to deliver tailored messages that encourage users to return.

Which of the following is a best practice for a retargeting campaign?

The best practice for remarketing campaigns includes segmenting your audience to make sure ads are increasing brand awareness, tracking conversions to measure performance, applying split testing to bring customers in, and using frequency capping to avoid ad fatigue.

What is the minimum audience for retargeting?

The minimum audience size for retargeting varies by platform. On Google Ads, you’ll need at least 100 active users in the last 30 days, while Facebook requires a minimum of 1,000 users in your audience list. Always check the platform’s requirements to make sure each new marketing campaign can launch effectively.

What are the best ad formats for retargeting?

The best ad formats for retargeting depend on your audience and platform. Carousel ads work well for showcasing multiple products, while video ads are ideal for creating an emotional connection. Experimenting with different formats can help identify what resonates most with your audience.

What is onsite retargeting?

Onsite retargeting is a strategy used to engage visitors while they’re still browsing your website. Instead of waiting for them to leave and targeting them with ads later, onsite retargeting displays personalized messages, pop-ups, or offers in real time to encourage immediate action.

For example, if a visitor is about to exit your site without completing a purchase, an onsite retargeting tool might show a pop-up offering a discount or free shipping to persuade them to stay and check out. It’s an effective way to reduce bounce rates and increase conversions by addressing customer hesitation right when it happens.

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