Retargeting puts your brand back in front of people who already showed intent. The mechanics are straightforward, but the details determine your results.

• Data sources: Site tags and platform pixels collect visit and event data. Platform audiences (e.g., video viewers, social engagers, cart viewers) create additional pools. Server-side tagging and consent mode help preserve measurement while respecting privacy.
• Audience assembly: Build lists from meaningful actions: product viewers, pricing page visits, form starters, checkout abandoners, high-intent content readers. Define windows by recency, such as 1–3 days, 4–14 days, and 15–30 days. Short windows capture hot intent; longer windows support nurture.
• Exclusions: Always exclude recent converters and employees. Suppress subscribers from prospecting sets. Use mutual exclusions between tiers so people see the right message at the right time.
• Cross-platform delivery: People move between devices and channels. Use platform-native retargeting across search, social, and programmatic, and let each platform optimize delivery to its audience definition. Unify caps and messaging with a simple plan per user stage.
• Privacy and durability: Align with consent, regional regulations, and platform policies. Expect signal loss and plan for modeled conversions, aggregated reporting, and broader audience definitions when necessary.

Strong retargeting feels relevant, respects attention, and proves its value quickly. These settings keep you on track.

• Segmentation that maps to intent: Create tiers such as Hot (cart or form abandoners), Warm (pricing and comparison viewers), and Research (top content readers). Tie each tier to a specific conversion and time window.
• Frequency discipline: Start with 1–2 impressions per user per day, with a 7–10 day cap per tier. Increase slightly for Hot audiences and reduce for Research. Monitor ad fatigue via falling CTR and rising CPM.
• Bids and budgets: Allocate budget by expected value: Hot > Warm > Research. Use tCPA or tROAS where available; otherwise, set manual bids based on observed conversion rates and blended CAC targets.
• Attribution and KPIs: Track assisted conversions and view-through impact, not just last-click. Primary KPIs: qualified conversions, cost per qualified action, incremental lift vs. holdout, and ROAS. Secondary: CTR, impression frequency, and reach by tier.
• Lifecycle rules: Remove users from retargeting after they convert or after a defined exposure limit. Re-introduce them later with a cross-sell or loyalty audience if it aligns with your offer.

Creative and placement choices should match where the user is in their journey.

• Messaging by tier:
  • Hot: Address friction directly. Offer social proof, live chat, or a limited incentive. Use dynamic product ads where applicable.
  • Warm: Clarify value, pricing confidence, and key differentiators. Share short testimonials and proof points.
  • Research: Educate. Promote guides, comparison pages, or quick videos that answer common questions.
• Formats: Combine short video, statics, and carousels. On search, use RLSA to adapt bids and copy for prior visitors. In programmatic, test responsive display with feed-driven assets.
• Landing experiences: Keep continuity between ad and page. Pre-fill forms when possible, surface FAQs near CTAs, and ensure performance on mobile. For Hot audiences, drop users into the step they left.
• Testing cadence: Rotate creative every 2–4 weeks per tier. Test one variable at a time: headline, offer, or visual. Use holdout groups quarterly to confirm incremental value.
• Compliance details: Present clear disclosures, honor opt-outs, and refresh consent preferences. Keep creative claims substantiated and avoid sensitive-category targeting.