Jan 6, 2026
Retargeting
RT
Serving ads to people who previously visited your website, used your app, or engaged with your content. Also called remarketing on Google.
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Formula:
Ads to previous visitors/engagers
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Benchmarks
Retargeting: 2-4x higher conversion rates than prospecting. Website visitors perform best at 3-30 days old.
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Why It Matters
Retargeting converts better because people already know you. But it's a shrinking pool—you can't scale retargeting indefinitely. Balance retargeting efficiency with prospecting volume. iOS 14 reduced retargeting audiences by 30-50%.
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