--- title: "What is retargeting and why does it matter?" description: "How do you reach customers who already know you? That’s called re-targeting. In this article, I’ll explain what it means and how to use it." url: "https://www.mickyweis.com/en/retargeting/" source: "https://www.mickyweis.com/en/retargeting/" published: "2023-08-07T07:51:32+00:00" --- ![google analytics 4](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201200%20800'%3E%3C/svg%3E) Jump to section [Toggle](#) ## What does retargeting mean? An essential part of digital marketing is to pay attention to your website traffic and use that information strategically. Consumers who visit your website don’t always convert into customers right away, simply because they need time to consider their purchase and may not buy the first time they see a product. This behavior stems from a new purchasing pattern, especially present online, where consumers feel the need to compare prices, products, and reviews before making a decision. This is a trend that can be addressed through retargeting — targeted advertising to consumers who have visited your website but have not yet converted into customers. ## Pay attention to consumer behavior With retargeting, consumers can be reminded through the right ads that they’ve shown interest in your products or services, increasing the likelihood that they will return. It’s crucial to understand the customer journey for each visitor. Some may have added items to their cart but left the site, in which case an email reminder about their full cart could be effective. Others may have viewed specific products and are more likely to convert if they later see those or similar products in targeted ads. In other words, retargeting allows you to present consumers with the right messages based on where they were in the buying journey on your website. This is part of audience [segmentation](https://www.mickyweis.com/en/personalization-and-segmentation/), and with tools like [Google Analytics](https://www.mickyweis.com/en/alternatives-google-analytics/), you can segment your audiences depending on their behavior on your site. ## Where do consumers encounter retargeting campaigns? Consumers can encounter retargeting ads on social media platforms as well as through Google Ads, using cookies that are automatically stored on their devices when they visit your website. Facebook is especially popular for retargeting ads toward people who have already visited your website. To connect Facebook to your ad network, you should start by installing the so-called [Facebook Pixel](https://www.mickyweis.com/en/facebook-pixel/) on your site. The Pixel is an effective tool that uses behavioral data from your site and matches it with Facebook user activity, helping you reach relevant audiences who have visited your site and shown interest in your products. This way, your retargeting campaigns can quickly reach the right target groups and maintain consumer interest in the products and services you offer. ![Micky Weis](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%2072%2072'%3E%3C/svg%3E) ### Micky Weis Freelance fractional CMO · 17 years in digital marketing · Copenhagen Micky Weis er en af Danmarks mest erfarne digitale marketingeksperter med næsten 17 års erfaring. Han arbejder som fractional CMO og specialiserer sig i SEO, organisk vækst, AI i marketing, affiliate og kommerciel strategi. Han har arbejdet med brands som Hummel, Matas, Tattoodo og Firtal, og driver i dag sin egen praksis, Weisio, fra København. [LinkedIn](https://www.linkedin.com/in/mickyweis/) [Get in touch](https://www.mickyweis.com/en/external-cmo/) ## Got a comment? Commenting requires a login right now. If you have a question about this, send it over and I will reply directly. [Get in touch](https://www.mickyweis.com/en/external-cmo/) [Log in](https://www.mickyweis.com/wp-login.php?redirect_to=https%3A%2F%2Fwww.mickyweis.com%2Fen%2Fretargeting%2F%23kommentarer) ## Read next [![](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20758%20429'%3E%3C/svg%3E)](https://www.mickyweis.com/en/attribution-ai/) Marketing general ## [Attribution in the AI Era: Why traditional marketing metrics are no longer enough](https://www.mickyweis.com/en/attribution-ai/) For years, attribution has played a central role in digital marketing, and it used to be relatively straightforward. A user… 22 Jun 2026 · 11 min [![](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20758%20429'%3E%3C/svg%3E)](https://www.mickyweis.com/en/experiential-marketing/) Marketing general ## [Experiential marketing: Guide to creating meaningful brand moments](https://www.mickyweis.com/en/experiential-marketing/) Traditional marketing channels can still be effective, but many brands experience that classic advertisements do not necessarily generate the same… 16 Mar 2026 · 10 min [![](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20758%20429'%3E%3C/svg%3E)](https://www.mickyweis.com/en/online-reputation-management/) Marketing general ## [Online Reputation Management (ORM): How to protect your brand online](https://www.mickyweis.com/en/online-reputation-management/) Online Reputation Management, often abbreviated ORM, is no longer “nice to have”. It is a discipline that most companies will… 4 Mar 2026 · 9 min Usually replies within 24 hours ## Want me to look at yours? Tell me what you are sitting with. You get an honest answer — including if the answer is that you do not need me. - ✓ **No pitch**You get an answer, not a sales meeting. - ✓ **No lock-in**Month to month, if we go ahead. - ✓ **Straight to me**No account manager in between. [Follow along on LinkedIn](https://www.linkedin.com/in/mickyweis/)