Retargeting · remarketing
Retargeting (or remarketing) consists of showing ads again to people who have already visited your website without taking action. It is one of the most profitable levers, because it addresses an audience that has already shown interest.
A concrete example
Example
A visitor views a product page without buying: in the following days, they see that product again as an ad on other websites or social feeds, which brings them back to complete the order.
Why it matters
Retargeting often shows the best ROAS in an account, because the audience is warm. Poorly calibrated, it can also wear people out: frequency capping and excluding recent buyers are key.