Retargeting means that you show ads to people who have previously visited your website without buying or contacting you. A small code on the site remembers the visitor, and then you can reach that particular person again on social media or on other sites. Because the person already knows you, these ads are usually cheaper and more effective than ads to brand new people.

What is retargeting, simply explained?

Imagine a customer who looks into your store, walks around for a while, and then leaves without buying. With a brick-and-mortar store, you can't do much about it. Online you can. Retargeting is like gently reminding that particular person: "You watched this – welcome back." The reminder takes place in the form of an advertisement that appears wherever the person is anyway, for example in a social feed.

The word remarketing means the same thing in practice. Some ad systems use one word, some the other - think of them as synonyms.

How does it work technically?

It is based on a small piece of code that is placed on your website, often called a pixel or a tag. When someone visits the site, the code adds the person to a list (a target group) of the advertising system, for example Meta (Facebook and Instagram) or Google. Then you can tell the system, "Show this ad to everyone on the list." You never see who the person is - you work with anonymous groups, not with names.

Two important things to know: the code must be properly installed to work, and you must handle tracking consent correctly according to the rules (more on that below).

Why is retargeting so profitable?

For one simple reason: most people don't buy the first time. A common rule of thumb is that a large majority of visitors leave without doing anything – they compare, they get interrupted, or they're not ready yet. You have already paid (in time or money) to get them there. Retargeting allows you to give them a second chance instead of starting from scratch with new, more expensive strangers.

The result is often that retargeting ads cost less per click and more often lead to purchases than ads to completely new target groups - precisely because the recipient already recognizes your company.

Who can I target ads to?

You can segment your visitors smartly instead of treating everyone the same. Some common and effective target groups:

  • All visitors in the last 30 days– a broad and simple start.
  • Those who added something to the cart but did not complete the purchase– often the most profitable group.
  • Those who visited a particular service page- show an ad that deals with that particular service.
  • Previous customers- to sell something complementary or remind to shop again.

The more relevant the connection between what the person was looking at and what the ad says, the better it works.

What should the ad say?

Keep it simple and relevant. Remind them of what the person was interested in and give a little reason to come back now: a clear offer, an answer to a common doubt ("free shipping", "free appointment"), or just a nice reminder of what you offer. Avoid nagging – if the same person sees the same ad too many times it becomes annoying. Most ad systems allow you to set a limit on how often a person sees the ad.

Do I have to think about privacy and GDPR?

Yes, and it is important. Tracking codes collect information about visitors, so your website must have a proper cookie banner asking if the visitor consents to tracking, as well as a clear privacy policy. The pixel should not be activated until the visitor has said yes. This isn't just a formality – it's a legal requirement, and handling it nicely builds confidence. If you are not sure whether your site is doing the right thing, it is worth having someone check it.

How do I get started in a sensible way?

In short: install the tracking code correctly, link it to your cookie management, create one or two clear target groups to start with, and make simple ads that remind the visitor why they were interested. Start small, measure what leads to purchase, and build on what works.

Need help setting it up right?

Retargeting is powerful but easy to get wrong – the wrong pixel installed, poor consent management or nagging ads can cost more than they're worth. At ZORC, we help you set up tracking, audiences and ads correctly and in accordance with the rules, so that you actually monetize the traffic you already have. Get in touch and we'll look together at how you can start reaching back to the visitors who didn't buy - yet.