Retargeting

What is retargeting?

Retargeting (also known as remarketing) is a form of online advertising that targets ads at people who have previously interacted with your online store. When a visitor views a product without making a purchase, you can show them an ad for that exact product when they later scroll through Facebook, Instagram, or other sites.

It’s one of the most effective forms of advertising because you’re reaching people who already know your brand and have shown interest in your products.

How does retargeting work?

1. A visitor lands on your online store and browses products
2. A tracking pixel (Facebook Pixel, Google Ads tag, etc.) records the visit and the products viewed
3. The visitor leaves your store without making a purchase
4. When they subsequently use Facebook, Instagram, YouTube, or other sites, your ads featuring the products they viewed appear
5. The visitor clicks on the ad and returns to your store—hopefully to make a purchase

Types of retargeting

Dynamic product retargeting

The most effective form for online stores. The ads automatically display the specific products the visitor viewed, added to their cart, or similar. Requires a product feed and a properly set up pixel.

Standard retargeting

General ads shown to everyone who has visited your online store, without tailoring the content to individual behavior. Easier to set up, but less effective.

Cart retargeting

Specifically targeted at people who have added products to their cart without completing the purchase. This group has the highest purchase intent and typically converts best.

Existing customer retargeting

Show ads to customers who have already made a purchase, featuring related products, news, or offers. Also known as upselling or cross-selling.

Retargeting platforms

• Meta (Facebook/Instagram): The most widely used retargeting platform for online stores. Dynamic product retargeting via Facebook Pixel and product catalog.
• Google Ads (Remarketing): Show retargeting ads on the Google Display Network, YouTube, and in Gmail. Google calls this “remarketing.”
• TikTok: Retargeting via TikTok Pixel—a growing platform with strong reach among younger audiences.
• Pinterest: Visual retargeting for products in lifestyle and inspiration categories.
• Criteo: Specialized retargeting platform with strong dynamic product optimization.

Retargeting in Shoporama

Shoporama makes retargeting easy with built-in integrations:

• Facebook Pixel + Conversions API: Automatically tracks ViewContent, AddToCart, and Purchase.
• Google Ads tracking: Conversion tracking and remarketing tags.
• TikTok, Pinterest, Snapchat pixels: Built-in support for all major platforms.
• Product feeds: Automatic feeds to Facebook, Google Shopping, and others, used for dynamic retargeting.

Best Practices for Retargeting

• Segment your audiences: Don’t show the same ad to everyone. People who have viewed a product, added it to their cart, and purchased it should be treated differently.
• Set frequency caps: Limit the number of times a person sees the same ad. More than 5–7 impressions per week can become annoying.
• Use time as a factor: Retarget aggressively during the first 3–7 days (when the purchase intent is still high) and then scale back.
• Exclude buyers: Don’t show product ads to people who have already purchased the product. Exclude the “Purchase” audience from your retargeting campaigns.
• Offer an incentive: For cart abandoners, a small discount or free shipping may be enough to close the sale.

Retargeting and Privacy

Retargeting is under pressure from privacy initiatives such as GDPR, ITP (Safari), and Apple’s ATT. To maintain effective retargeting:

• Implement server-side tracking (Conversions API) as a supplement to browser pixels
• Ensure proper cookie consent
• Keep your audiences up to date and remove inactive users