Have you ever felt that some ads follow you around the whole web? Were they ads from a site you visited recently?
This is the result of retargeting. Retargeting is considered one of the most effective digital advertising methods, as it reaches users who have already shown interest in your products or services. By displaying targeted ads across different platforms, you significantly increase the chances of converting visitors into buyers. Retargeting allows you to remind potential customers of products they viewed but did not purchase, making it a powerful tool for maximizing return on ad spend.
Updated 2026. Retargeting relies on tracking visitors, so it requires their consent for advertising cookies. Safari and Firefox already block third-party cookies; Chrome has (for now) not removed them, but more and more visitors do not give consent. So build retargeting increasingly on your own data: customer lists (Customer Match at Google, customer lists at Meta), server-side measurement (Conversions API) and enhanced conversions. Cap the frequency so that the buyer is not followed around the web.
Frequently asked questions
Retargeting (or remarketing) is displaying ads to visitors who have already been on your website but did not make a purchase. Through cookies, a pixel or server-side measurement, we track these visitors and show them targeted ads on Meta networks, Google and elsewhere, but only to visitors who consented to tracking cookies.
It reaches already "warmed-up" visitors - those who already know your brand. Conversion rates in retargeting campaigns are often higher than campaigns targeting a new audience. A buyer who has already viewed a product is closer to purchasing.
Product page visitors (who did not buy), category page visitors, those who added to cart but did not buy (the hottest!), previous buyers for cross-sell and upsell, and visitors to specific blog posts.
It depends on the length of the purchase journey. For impulse purchases (fashion, food) a shorter window is usually enough, for higher-value items (electronics, furniture) a longer one. Set the window by testing and according to the actual length of the purchase journey in your store.
By setting a frequency cap, for example a few impressions per day per person. Rotate the ad content regularly. Exclude existing buyers from acquisition campaigns, but include them in cross-sell campaigns.
My name is Anže, I am a certified Magento solution expert and the maker of several award-winning online stores. I am the architect of all Degriz projects.
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