Remarketing and retargeting: definitions, differences, and strategies

Raise your hand if you have never felt “chased” by an online ad or promotion seen in passing on a site, which then seems to reappear everywhere. This is no accident, but the result of two distinct and often confused strategies, namely remarketing and retargeting, which rewrite the rules of digital engagement and offer brands a second – and in some cases decisive – chance to win back the attention of their most interested users. In fact, according to various studies, only 2 percent of website visitors convert during their first visit, and 97 percent of visitors to e-commerce sites “browse,” browse out of interest but do not immediately complete the transaction-and often simply leave, forgetting about the brand they had just discovered. The real strength of these techniques lies in their ability to work in a targeted and effective way, repurposing personalized ads or direct messages to those who showed interest but did not complete the desired action, based on documented data and trackable behaviors. In this article, we will delve into what remarketing and retargeting are, and then how these strategies are similar, what differentiates them, and how they can be combined to build a truly effective digital marketing machine, with the goal of retrieving users, but more importantly creating experiences that convince them to return, interact, and ultimately become loyal customers.

What is remarketing

Remarketing is a digital strategy that aims to reconnect with users who have already interacted with a brand, such as by visiting a website, registering for a newsletter, or making a partial purchase, but without completing the desired action, such as a purchase or final registration.

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Unlike other general advertising techniques, remarketing relies primarily on proprietary data that has already been collected by the brand, such as email addresses, registered accounts, or previous purchase history.This information allows highly personalized messages to be created to repurpose relevant offers or content.

Using marketing automation software or CRM, it is possible to send direct communications such as emails, SMS or personalized notifications designed to reactivate users’ interest. For example, in the case of an abandoned shopping cart remarketing can propose an email to remind the user to return to complete their purchase, perhaps adding an exclusive incentive that helps strengthen the relationship with customers already familiar with the brand and increase the likelihood of conversion.

The main goal of remarketing is to create a targeted and relevant contact, leading the user to complete actions they had initially left undone.

Meaning of remarketing: what exactly are we talking about

The term remarketing refers to the action of “reactivating” (re + marketing) the engagement of users who have already had an interaction with a brand through personalized communication strategies, such as email or SMS, remarketing aims to reinforce contact with existing audiences and stimulate a concrete action, such as completing a purchase or exploring an offer. The name emphasizes the desire to reiterate targeted marketing activities on an audience that has already shown interest, enhancing its potential.

Remarketing offers the unique opportunity to turn a “casual” visit or incomplete action into an opportunity for conversion. In fact, as mentioned, it is based precisely on the possibility of remarketing with people who have already demonstrated familiarity with the brand, implementing a series of marketing activities to target users who have already visited the site, interacted with the company’s platform or expressed interest in products or services.

The hallmark of remarketing is its ability to tailor messages based on the actions previously taken by visitors, so as to “reactivate” them: for example, if a user has navigated to a specific product page or added items to the shopping cart without completing the purchase, this technique allows for specific ads or communications to be offered, perhaps suggesting the products viewed or offering incentives such as discounts or free shipping.

The crucial point is that remarketing is precisely based on an already existing, albeit initial, relationship between the user and the brand. For this reason, it is considered a highly effective tool for increasing conversions: the audience is already “warm,” that is, it has shown real interest, even if not yet finalized.

Compared to other forms of promotion, remarketing focuses on building or strengthening a relationship, making it ideal for long-term engagement and retention. Contributing to this is the possibility of personalization, because the entire process relies on accurate data collected during previous user visits or interactions, allowing marketers to propose contextual and relevant messages.

From this perspective, remarketing emerges as a particularly effective strategy for stimulating what we call a “second chance”: the moment when a potential consumer picks up on a purchase or deepens an interaction, thanks to targeted communication that leads them back to the brand. In addition, effectively integrating Jung’s archetype model into the construction of communication for remarketing campaigns allows the brand to deliver messages consistent with its personality, facilitating audience engagement through recognizable values and narratives.

How remarketing works

Remarketing is based on the analysis and reactivation of users who have had a previous interaction with the brand, relying on technologies such as contact databases, CRM software and marketing automation platforms , and operates primarily through the brand’s pre-existing data , such as newsletter membership, account creation, past purchase or other forms of user registration.

Using this information, it is possible to send highly personalized communications, such as promotional emails, notifications, or automated messages, to reintroduce offers or incentivize an abandoned action. For example, it can be used to remind users of products left in a virtual shopping cart, propose exclusive discounts or highlight items related to a previous purchase.

This strategy integrates with automation tools such as HubSpot, Mailchimp or ActiveCampaign, which allow large-scale campaigns to be managed in a sophisticated way, monitoring users’ marketing funnel states and also triggering automatic messages based on specific triggers: for example, an email inviting a full shopping cart could be followed by a second message with an incentive if the user does not yet complete the purchase.

A crucial element of successful remarketing is tailored personalization , which increases engagement through the relevance of the message to the user’s previous behavior. Each subsequent interaction fuels a continuous cycle of improvement: a user who clicks on an email can be analyzed to understand whether he or she performed additional actions, such as visiting new product pages or abandoning the purchase again.

In addition to the use of pre-existing data, respecting user privacy is a central aspect of remarketing campaigns: the data collected must comply with current regulations, such as the GDPR, which requires the user’s explicit consent for the handling and use of their personal information.

What remarketing is for and what benefits it offers

Why do companies devote so much time and energy to remarketing? Because its ability to bring potential customers back to the brand represents a unique opportunity in terms of ROI and retention, turning a simple interest into a real conversion.

In practice, it serves to maximize the results of interactions already generated through promotional strategies, avoiding letting investments made to attract users to the site go to waste.

In short, its main benefits are:

1. Increased conversions: remarketing allows you to re-contact an audience that has already shown interest in your product or service, significantly increasing the likelihood of leading them to complete the desired action. In particular, it is effective when it comes to recovering abandoned shopping carts: statistically, about 70% of visitors abandon an e-commerce before completing the transaction. A remarketing campaign, such as through a timely email with an offer of free shipping or a discount, can significantly increase the purchase completion rate.
2. Improved ROI: Message personalization and targeted targeting ensure more efficient communication, which reduces the cost per acquisition and increases the success rate of campaigns compared to generic advertising strategies. This allows remarketing campaigns to achieve a better return on investment than other more generic advertising strategies.
3. Increase in leads: These techniques also support lead generation activities , i.e., the path aimed at capturing useful contacts to expand the brand’s database. Indeed, through customized campaigns it is possible to transform an occasional visitor into a qualified lead, ready to be involved in further nurturing activities.
4. Customer retention: Remarketing does more than just retrieve users for immediate conversion, because it also promotes upselling and cross-selling actions that create a pathway for customers to return and consider the brand as a frequent choice. Leveraging personalized messages, exclusive offers or targeted promotions, remarketing becomes a lever of brand loyalty and aims to establish a lasting, long-term connection with the consumer, stimulating further purchases and strengthening the bond with the brand.
5. Strategic reminder: Users, often overwhelmed by a huge amount of information, may forget a product or service they had identified. Remarketing helps keep the brand on the user’s “mental list.”

How to remarket: common strategies

Remarketing lends itself to a variety of approaches that can be applied depending on the marketing objective and the stage of the funnel the user is in.

These are some of the most common strategies:

• Abandoned cart retrieval: As mentioned above, this is perhaps the best known strategy. It consists of sending an email or showing an ad to those who have added one or more products to their cart without proceeding to payment. To incentivize conversion, it is common to propose a discount code, timed promotions or a free shipping offer. The key here is timing: sending the reminder within hours of abandonment offers the best results.
• Upselling and cross-selling: Upselling tactics (proposing premium versions of the items sought) and cross-selling (suggesting accessories or complementary products) are practical examples of how you can further optimize the path to purchase. For example, if a user has bought a smartphone, a cross-selling campaign might suggest a cover or earphones.
• Persuasion: remarketing campaigns can be optimized by applying neuromarketing techniques, exploiting cognitive and psychological levers, such as scarcity or urgency, to increase the persuasive effectiveness of messages directed to users.
• Email remarketing and personalized DEM campaigns: based on the history of purchases or interactions on the site, emails can propose strategies such as birthday discounts or exclusive offers for registered customers, which strengthen engagement and incentivize new purchase actions.
• Temporary promotions: creating a sense of urgency with limited-time offers can prompt users to return and finalize their purchase.
• Recovery of inactive users: through targeted campaigns, you can re-contact those who have not visited the site for an extended period, perhaps offering exclusive discounts to reactivate interest.
• Post-sales remarketing : after a conversion, remarketing can be used to further build customer loyalty by offering complementary products or useful information related to the purchase made.

What is retargeting

But let’s move on to the other key concept to keep in mind and exploit appropriately.

Retargeting is a digital advertising strategy aimed at regaining the attention of users who have previously visited a website or interacted with a brand, but without completing relevant actions, such as a purchase or registration. While sharing the goal of re-engaging previous users, retargeting differs from remarketing in its operational focus on advertising channels.

In other words, it primarily uses advertisements, based on tracking tools such as cookies and pixels, to repurpose relevant content to users as they browse other platforms, such as social media or third-party sites. Retargeting is therefore carried out through platforms such as Google Ads or Facebook Ads, showing display, video or dynamic ads to users, instead of using direct communications such as email or SMS.

The main strength of retargeting is not only to bring the focus back to the product or service seen by the user, but also to do so in a consistent and personalized manner, using ads displayed at the most strategic times and contexts to encourage conversion.

Meaning and definition of retargeting: what we are talking about specifically

Retargeting is a set of digital techniques that aim to show targeted ads to users who have already had contact with a brand, but who have not yet completed the desired path.

The term thus derives from the idea of “re-targeting” (re + targeting) a specific group of users who, despite having shown interest, have not then taken the hoped-for action.

It works by installing tracking tools, such as cookies or pixels, that monitor user behavior on a specific digital platform. A typical example might be a visitor who explores some product pages without getting to the checkout stage, only to find himself “raked” by relevant ads while browsing Facebook or Google Display network sites.

Unlike remarketing, which often involves databases of already acquired users (e.g., subscribers to a mailing list), retargeting does not necessarily require personally identifiable data, as it focuses on observable actions on the Web. This is precisely why it is perfectly positioned as a strategy based on targeted advertising, strongly linked to behavioral analysis. It also contributes to brand awareness, keeping the brand in consumers’ minds throughout the decision-making process and overcoming the risk of being forgotten in a highly competitive market.

How retargeting works and what types there are

Watchword, timing: ads should be shown when the potential customer is most likely to conclude the action. This, combined with the high level of precision ensured by identifying the specific needs expressed by the user based on their previous interactions, enables targeted communication that increases both the likelihood of conversion and the positive perception of the brand, because the user receives content that they find truly relevant.

As mentioned, how retargeting works revolves around the ability to track user interactions and turn them into input for targeted advertising campaigns: once user behaviors are stored (such as which pages they visited or how much time they spent exploring a product), a sequence of ads is triggered, which can be static or dynamic.

In fact, the technologies behind retargeting offer different ways of implementation, which allow campaigns to be tailored to business goals and monitored behaviors. The two main types of retargeting-static and dynamic-differ in the degree of personalization of the ads shown to users.

• Static retargeting

Static retargeting involves creating a fixed group of ads and then linking them to specific audience segments, defined from previous actions. These ads are configured in advance and are designed to be shown whenever a user falls into a specific target segment. Thus, the message is generic, without large variables: for example, a brand might set up a campaign to promote a 10 percent discount on all items, reserving it for those who visited the deals page without completing any purchases, without tailoring it to specific individual preferences.

Although this type of retargeting is less flexible than dynamic retargeting, it is a solid starting point for companies that want to keep content simple and uniform, especially in general campaigns (launching discounts on an entire collection, a brand-focused communication, or general offers) where delivering a consistent message to the target group is the primary goal.

However, static retargeting has some limitations: lack of personalization can make ads less effective, especially in the case of users seeking specific answers to their needs.

• Dynamic retargeting

Dynamic retargeting, on the other hand, takes personalization to an advanced level. Using technologies such as artificial intelligence and machine learning, it manages to create personalized shopping experiences that guide users through the marketing funnel, helping to reduce the gap between initial interest and actual conversion. Specifically, it enables the creation of ads that automatically “adapt ” to each user’s specific behaviors and interests, showing them personalized ads that reflect exactly what they searched for or visited. For example, a user who has viewed a pair of shoes on an e-commerce site might see an ad showing those very shoes, perhaps accompanied by additional suggestions of complementary items or special offers.

This adaptability makes dynamic retargeting particularly effective in industries characterized by large product catalogs, such as fashion, electronics or travel, where the decision-making process is often fragmented among different sessions and touchpoints-the “famous” messy middle.

Why retargeting can turn interest into purchase

Retargeting differs from other marketing strategies in its ability to convert latent interest into concrete action, taking users from mere curiosity to completing a purchase or other desired action. This transformation occurs through three main elements: precise targeting, message personalization, and strategic timing.

A first key advantage is the ability to target a “prequalified” audience . Several studies show that users rarely finalize a purchase on the first visit, so it is necessary to hold the consumer’s subsequent attention, turning initial interest into a concrete decision. Those who have interacted with a website are already interested in the products or services, and retargeting remembers this connection, reinforcing the propensity to complete the purchase. Obviously, underlying this must be the construction of a valuable customer experience, where every interaction with the brand is personalized and designed to reflect the user’s expectations, fostering informed and quick purchase decisions.

The second element is personalization: a targeted and relevant message is much more effective than a generic ad. For example, proposing a special offer or personalized content based on user preferences can eliminate barriers to conversion, such as perceived price or uncertainty about product quality. Therefore, an effective strategy often relies on a solid content marketing infrastructure, which provides relevant content for the target audience to use as leverage to reinforce the perceived value of the brand and encourage return to the site.

Finally, the timing factor. We have already mentioned timing-retargeting campaigns get the best results when messages are sent at key moments in the user’s journey, such as shortly after a site visit or during the decision-making phase-but there is also another aspect that should not be underestimated. While it is true that studies show that viewing an ad multiple times increases the likelihood of purchase, as the brand remains in the consumer’s mind, creating a constant visual and mental connection, the opposite effect, annoyance and the feeling of excessive invasiveness, must be avoided. This requires studying the frequency of ads and finding the correct balance to make the brand a mental reference point for the user, even when comparing with competitors.

Put another way, users are more inclined to interact with an ad when the memory of the brand is still fresh-for example, within the first 24-48 hours of the initial interaction-but it is crucial to balance the number of exposures to the message to avoid being overly pushy and reduce the risk of ad fatigue, that is, that fatigue toward an ad that can lead to a negative perception of the brand.

In addition, the timing and relevance of personalized ads support the reduction of “excuses” that often keep customers from proceeding, such as a perceived high price or uncertainty about product quality.

Remarketing and Retargeting: similarities, differences and how to integrate them

And so we have seen what remarketing is and what retargeting is, often perceived as two sides of the same coin. However, although they share many characteristics, including the common goal of regaining the attention of users who have already interacted with the brand, each of these strategies differs in method, tools, and how they are implemented. Delving into similarities and differences not only serves to dispel terminological confusion around these concepts, but also allows practitioners to build integrated and synergistic strategies, capable of making the most of both approaches to achieve concrete results.

How remarketing and retargeting are similar

The most significant meeting point between remarketing and retargeting is the primary intent: both aim to convert users who are already partially engaged in the customer journey and have already shown some interest in the brand, incentivizing them to take the desired action, such as a purchase, registration or deeper interaction with the product or service. Unlike marketing campaigns that seek to attract an entirely new audience, these strategies focus on a specific segment of users who have already crossed one or more touchpoints with the brand.

Another commonality is the use of personalization. Indeed, both strategies leverage data collected during previous interactions to create more relevant and engaging messages. In the case of remarketing, personalization can manifest itself through emails that remind users of products left in their shopping carts or exclusive promotions on their interests; in retargeting, personalization emerges through visual ads that reflect the products or services explored online. In both cases, the goal is to reduce the dispersion of interest and incentivize targeted action, thereby improving the effectiveness of campaigns.

Finally, both remarketing and retargeting offer an important opportunity to optimize return on investment: since they target an already qualified audience, these strategies are more likely to generate conversions than advertising campaigns targeting completely new users. This approach reduces the cost per acquisition and offers a higher probability of success, especially in industries where each site visit represents a valuable opportunity.

The main differences between remarketing and retargeting

Having clarified the elements of contact, we now focus on the aspects that do differ-namely, methods of application, tools used and moments in the journey when they prove most suitable.

The most obvious difference between the two strategies lies in the activation channels: remarketing mainly uses direct tools, such as email, push communications or automated messages, targeting users whose contact data the brand already has. This means that it relies on proprietary databases, built through voluntary newsletter subscriptions, platform registrations or previous purchase interactions. For example, a brand may decide to send a reminder email a few days after a cart abandonment or propose a special offer to retain customers who have not interacted for some time.

Retargeting, on the other hand, relies on display advertising tools such as Google Ads, the Meta Pixel or other advertising platforms to engage users based on behaviors observed online. No contact information is required here: retargeting campaigns rely on tracking cookies and pixels embedded in web pages, which record user actions and allow relevant ads to be shown while browsing on third-party platforms. This makes retargeting particularly useful for intercepting back users who have visited the site but have not completed any meaningful action.

Remarketing and retargeting also differ in exactly when they intervene in the marketing funnel: retargeting is effective when it comes to keeping brand perceptions active and building trust, so it is ideal in the high and middle stages of the funnel-for example, it can be used to bring attention back to a specific product viewed by the user during an online search, thus trying to push it down the pyramid by converting potential interest into more concrete curiosity. Remarketing, on the other hand, is most useful in the later stages, both to finalize a conversion and to solidify the relationship with the user once they have already made a purchase. For example, it can be used to recover an abandoned shopping cart, but also to suggest products related to a recent purchase or to incentivize a new interaction with the brand through a loyalty program.

How to combine remarketing and retargeting for a winning strategy

This distinction does not imply that the two approaches should be used exclusively in isolation; rather, their complementarity becomes the real strength for creating truly high-performing campaigns that succeed in maximizing conversions and optimizing consumer decision time.

1. Create a consistent marketing funnel

An effective way to integrate strategies is to leverage retargeting in the early stages of the funnel, where the goal is to draw attention to the brand or a specific product. For example, a user visiting a site without taking any action can be retargeted with display ads, prompting them to return to the site to explore further. Once the initial exploration stages have passed, remarketing can come into play to close the loop: users who have abandoned the shopping cart or expressed deep interest in a product can receive email reminders or personalized notifications with specific incentives to complete the purchase.

2. Balancing frequency and relevance

Proper integration of remarketing and retargeting requires careful planning of ad frequency and relevance. Users should not be bombarded with identical messages on multiple channels, as this could create frustration and compromise the overall experience. Ideally, retargeting should generate awareness and proactive interest, while remarketing should deliver targeted and personalized experiences built on previous touch points.

3. Continuously monitor and optimize results

Integrating the two strategies also allows you to collect richer and more useful data to refine future marketing campaigns. For example, analyzing which products get the most clicks in remarketing messages can help better calibrate retargeting ads, and vice versa. This continuous optimization process ensures that both approaches have maximum impact, improving overall ROI.

What KPIs to monitor to optimize strategies

Let’s reiterate an “obvious” concept: to ensure real effectiveness, every remarketing or retargeting campaign must be monitored based on accurate and meaningful metrics, which help to assess the success of initiatives and also allow to identify areas for improvement and optimize the investment.

Among the most relevant KPIs is the CTR (Click-Through Rate), which measures the percentage of users who click on an ad compared to those who viewed it. This metric allows us to assess the creative effectiveness and engagement level of ads. However, it is not enough to stop at this data: the Conversion Rate is the real indicator of success, especially for campaigns that aim to bring concrete actions such as purchases, registrations or form fill-outs.

Another key metric is CPA (Cost Per Acquisition), which reveals the actual cost incurred to generate a conversion. Monitoring CPA allows you to understand if campaigns are cost-effective or if targeting and creative need to be revised. Return On Advertising Spend ( ROAS ), which measures return on advertising investment, is also crucial to understanding the overall efficiency of campaigns.

The time spent by a user on the advertised page or the average number of subsequent interactions can provide further insight into the performance of ads, highlighting whether they are generating real interest or just superficial impressions. However, it is important to remember that each industry has its own specifics, and metrics must be contextualized to best reflect specific marketing goals and funnels.

A well-executed strategy does not just collect metrics, but uses them to continually refine campaigns. For example, a low CTR might suggest a need to update copy or ad design, while a negative ROAS might indicate a need to revisit the audience segments to focus on. This continuous cycle of analysis and improvement keeps campaign effectiveness high, even in an increasingly competitive and complex market.

Practical strategies and mistakes to avoid

But let’s move on a bit to practical aspects related to setting up remarketing and retargeting campaigns: basically, best practices help us avoid mistakes that could compromise the user experience or damage brand reputation, without neglecting industry evolutions-in particular, with the introduction of increasingly stringent privacy regulations, it is essential to manage user data with transparency and accuracy.

The effectiveness of a remarketing or retargeting campaign hinges on the ability to identify the details that make the difference, from the quality of the content presented to the platform chosen to reach the right audience.

An optimized landing page is the junction between an effective ad and a successful conversion. When a user clicks on a remarketing or retargeting ad, he or she expects to arrive directly at the promised content.Ensuring that the page is consistent with the ad’s message means minimizing steps and maximizing the likelihood that the user will take the desired action. For example, a campaign aimed at recovering an abandoned shopping cart should take the user exactly to checkout, with a clear display of the items left behind and (if provided) the incentive offered, such as a discount.

It may seem trivial, but personalizing messages is exactly what drives the campaign to success: users respond better to content that reflects their specific interests or previous behavior. In remarketing, this can translate into emails that use the recipient’s name, mention a displayed product, or propose contextual offers; in retargeting, dynamic ads that show related products or updates based on browsing history have significantly higher engagement rates than generic ads.

Not all platforms are equivalent, and choosing the right tool depends on the intended goal. For retargeting, ad networks such as Google Ads or Meta Ads are ideal for intercepting users as they browse the web or social networks. For remarketing, on the other hand, email or push notifications are better suited to communicate directly with an already acquired audience. Several platforms offer advanced features to manage these campaigns optimally: for example, Facebook Ads allows tracking the entire journey of a user thanks to the Pixel, while Google allows remarketing to be integrated directly into Google Analytics to monitor performance.

The most common mistakes in remarketing and retargeting campaigns

Even the most promising strategies can fail if not implemented correctly, and mistakes can severely limit the effectiveness of remarketing and retargeting campaigns, or even have negative consequences on brand image.

We have already mentioned this: in retargeting, one of the most common problems is ad fatigue, which consists of repeatedly showing the same ads to the same users; thus, it reduces the effectiveness of campaigns over time and most importantly annoys users, leading them to actively ignore those ads or even perceive the brand negatively. One solution is to implement frequency capping, which limits the number of times a user sees an ad, and to regularly update ad content to keep it fresh and relevant.

Inaccurate or misconfigured targeting is also harmful because it can waste valuable budget by showing ads to uninterested users or at stages in the journey where the message is ineffective. For example, it is counterproductive to continue showing ads for a product that the user has already purchased. In these cases, using well-defined segments and audience exclusion techniques can optimize resources and focus efforts on those most likely to convert.

Finally, inconsistency between ad and landing page is common-and wrong: sending users to pages unrelated to the ad or misconfigured is one of the main reasons why campaigns do not generate conversions. For example, promoting a 20 percent discount and then leading the user to a generic homepage instead of a specific product page undermines trust and confuses the visitor. Consistency and simplicity are essential to build a seamless experience.

The critical aspects to evaluate: privacy, regulations, and cookies

Broadening the picture of “critical” elements, we cannot but speak briefly to the role of regulations in remarketing and retargeting processes, in light of an increasingly stringent regulatory environment to which we must adapt.

Regulations such as the GDPR (General Data Protection Regulation) in Europe or the CCPA (California Consumer Privacy Act) in the United States have redefined how personal data is collected, managed and used, imposing a new standard of transparency and respect for consumers.

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The focus is on explicit user consent for the use of tracking tools such as cookies and pixels. For example, before implementing campaigns that use this behavioral data, it is necessary to ensure that users have knowingly agreed to the collection of information, through clear mechanisms such as compliant banners that allow the user to accept or reject certain types of cookies in a transparent manner.

Companies also need to ensure that data collection is done ethically and in a way that respects user expectations, by providing a detailed privacy policy that includes, for example, clear information about what data is being collected, how it will be used, and how long it will be kept.

But it is not enough to collect data in a compliant manner: it is equally critical to preserve it against any unauthorized access, and thus to adopt advanced data protection procedures, encryption, and implement robust security systems.

The other key issue relates to the impact of regulations on the very design of campaigns: while Google seems to have shelved plans to remove third-party cookies from Google Chrome, it is still wise to take precautions to avoid relying on tools traditionally dependent on these technologies, which must evolve to ensure the same effectiveness in a scenario that requires more innovative and, at the same time, privacy-friendly approaches.

For example, integrating a contextual rather than user-based segmentation system or implementing a consent management tool is no longer an option, but a strategic necessity. And, of course, advertising platforms themselves are introducing alternative solutions to support personalization and measurement of campaigns. At the same time, it is clear that First-Party Data, i.e., data collected directly from the website or from the company, such as signing up for a newsletter, filling out a form, or data from CRM systems, are gaining in importance. With this information, targeted campaigns can be created without the need to rely on external sources, improving the quality and reliability of the information used. In addition, partnerships with proprietary systems such as the Facebook Pixel or the implementation of internal tools such as Meta’s Custom Audiences present an opportunity to continue to operate accurately even in a world without third-party cookies.

FAQ on remarketing and retargeting: most common doubts explained

Remarketing and retargeting are two of the most discussed (and often misunderstood) strategies in digital marketing and often leave room for questions about their applications, differences, and concrete benefits. In this section we will answer the most frequently asked and useful questions to clarify doubts and provide practical guidance for implementing these techniques in your own digital campaigns.

1. What is remarketing?

Remarketing is a strategy that allows you to re-contact users who have already interacted with a brand-for example, by visiting the website or purchasing a product-with personalized and targeted messages. Typically, it is used to recover abandoned shopping carts, build customer loyalty or incentivize further purchases through email or other direct communications. It is particularly effective because it focuses on an already qualified audience.

2. What is retargeting?

Retargeting is a marketing strategy that uses targeted ads to reach users who have previously visited a site or interacted with a brand but have not completed a desired action (such as a purchase). Using tracking tools such as cookies and pixels, retargeting allows relevant products or services to be remarketed through platforms such as Google Ads or Meta Ads, seeking to reconnect the user with the brand and encourage conversion.

3. What is the difference between remarketing and retargeting?

The main difference lies in the channels and methods used to reach users. Remarketing relies on proprietary databases, such as email or contact lists, to send targeted communications, and is often leveraged through email marketing campaigns. Retargeting, on the other hand, uses advertising tools such as tracking pixels or cookies to monitor users’ online behavior and show them specific ads on third-party platforms, such as Google’s Display network or social media.

4. What is remarketing used for?

Remarketing is useful for reactivating the interest of users who have already had an interaction with a brand, prompting them to complete previously abandoned actions, such as purchasing a product or signing up for a service. It focuses on direct, personalized communications, such as emails, SMS messages or notifications, with the goal of driving users toward a conversion or strengthening their loyalty. This approach is particularly effective in keeping the brand firmly in the minds of consumers.

5. What is retargeting used for?

Retargeting is particularly useful for incentivizing users who have visited a website but have not completed an action (such as a purchase or inquiry). It works by showing targeted ads as they browse other sites or social networks, often with content relevant to the products or services they have previously viewed. The goal is to bring them back to the site and drive them toward a conversion.

6. Who is remarketing useful for?

Remarketing is useful for companies and industries with a medium to long sales cycle or that need to maintain a high level of customer contact. Some examples include:

• e-Commerce: recovering abandoned carts and upselling with customized offers.
• Subscription-based services: such as streaming platforms or digital fitness, to retain users and stimulate renewals.
• Travel and tourism: to stimulate booking of accommodations, flights or vacation packages.
• Online training or courses: to remind users to complete enrollment or suggest additional modules.

In general, remarketing is particularly effective for brands that aim to build a lasting and personalized relationship with their customers.

7. Who needs retargeting?

Retargeting is ideal for industries that aim for quick conversions or operate in competitive markets in which users explore numerous alternatives. It is suitable for:

• e-Commerce: showing personalized ads with products viewed by the user.
• Technology and electronics: to persuade customers who are considering high-value economic products, such as smartphones or laptops.
• Automotive industry: to keep attention on custom car setup or promotions.
• Local or event sectors: to retrieve users who have visited an event page or local business without booking or registering.

Retargeting is particularly useful for any website or business that wants to reduce the dispersion of traffic and advertising budget, focusing on an already interested target audience.

8. How does dynamic retargeting work?

Dynamic retargeting uses technologies such as machine learning to create personalized ads in real time, tailored to each user’s interests and behaviors. For example, if a customer has visited a product page without purchasing, dynamic retargeting will show a targeted ad with the product in question, perhaps including a special offer to incentivize purchase. This is especially effective for e-commerce with extensive catalogs.

9. Is retargeting useful for increasing sales?

Yes, retargeting is one of the most effective techniques for recovering potentially lost sales. For example, it is estimated that more than 70 percent of online shopping carts are abandoned before the transaction is completed. A well-designed retargeting campaign can reintroduce the user to the products left in the cart, increasing their likelihood of purchase. It also helps to keep the brand present in the customer’s mind.

10. How to do remarketing on Google Ads?

To remarket with Google Ads, you need to:

• Install the Google Ads tag on the website, so as to track user behavior.
• Create an audience list based on specific criteria (e.g., users who have visited certain pages or abandoned a shopping cart).
• Set up a remarketing campaign in the Display or Search network, choosing the audience and customizing the ads.

The system allows you to reach more than 90 percent of Internet users with highly targeted ads.

11. What needs to be enabled before activating remarketing in Google Analytics?

Before activating a remarketing campaign through Google Analytics, you need to configure:

• Advanced advertising features, such as collecting demographic and interest data, in Analytics settings.
• A custom audience based on desired criteria (e.g., users who have spent more than one minute on the site, or who have viewed a specific product category).
• The integration of Analytics with the Google Ads account to synchronize data.

12. How to do retargeting on Facebook?

To do retargeting on Facebook, you need to:

• Install the Facebook Pixel on the site to track user visits and actions.
• Create a custom Facebook Ads advertiser, segmenting the audience based on criteria such as pages visited, products viewed or shopping carts not completed.
• Set up dynamic ads, showing them to users directly on their Facebook or Instagram feeds.

This strategy is ideal for maintaining user engagement and driving them toward conversion.

13. How much can retargeting cost?

The cost of retargeting depends on factors such as the industry, the type of offer, and the payment model chosen.

Retargeting campaigns mainly use two models:

• CPC ( cost per click), in which you pay only if the user clicks on the ad; ideal if you want to track direct conversions.
• CPM (cost per thousand impressions): you pay for the number of times the ad is shown, regardless of clicks. This model is useful for brand awareness strategies.

Costs per click generally range between 0.50€ and 3€ per click, but can go up in competitive industries.

14. Do remarketing and retargeting comply with privacy regulations?

Yes, but only if configured correctly. Both approaches use personal or behavioral data, which must be collected and managed in accordance with regulations such as GDPR in Europe or CCPA in the United States. Required:

• Obtain explicit consent for the use of tracking cookies.
• Clearly inform users about the use of their data through a transparent privacy policy .
• Provide the ability to disable personalized ads or revoke previously provided consent.

15. When is it appropriate to use remarketing and retargeting together?

Integrating remarketing and retargeting is recommended to maximize results at each stage of the funnel.

For example, retargeting can be used to redirect users who have visited the site but have not initiated a concrete action. Then, remarketing can step in to incentivize conversion, such as with an email offering an exclusive discount to finalize the purchase.

16. How to prevent remarketing and retargeting from becoming intrusive?

The key is to strike a balance between frequency and relevance of messages. Some tips:

• Enable frequency capping, to limit the number of ads shown to a single user in a given period.
• Renew ad content regularly, avoiding showing the same message over and over again.
• Monitor user feedback, such as bounce rate or social comments, for signs of annoyance or disinterest.