Digital Lexicon Hub

Advertising shown to people who previously visited a website, used an app or engaged with a brand, based on that earlier behavior.

Retargeting is a common way to recover abandoned carts and stalled B2B evaluations from people who already know the brand, but its reported conversions need incrementality checks because many of those buyers would return anyway.

A SaaS company builds a Google Ads data segment of pricing page visitors from the last 30 days, excludes current customers uploaded through Customer Match, caps display frequency at three per week and switches to a demo offer after 14 days.

Retargeting audiences shrink when cookies are blocked or consent is refused, and attribution often credits it for sales that would have happened anyway. Too many impressions cause ad fatigue and privacy complaints, so frequency caps and exclusions matter.

A pixel or tag, such as the Google tag or Meta Pixel, records page visits and events, and the ad platform adds users to audiences by rules such as URL contains /pricing within a set retention window. Audiences can also come from app events, video views or uploaded customer lists. Google Ads now labels remarketing lists as 'your data' segments. Frequency Capping limits repetition, and View-Through Conversion settings change how much credit retargeting receives.