Retargeting

When someone visits your website, a tracking code from Google or Meta can record the visit. Later you can show ads to exactly those people, for example on Facebook, Instagram or YouTube. Google has called it remarketing, and at Meta the tracking code is called the Meta Pixel.

Why a second chance pays

Few people decide on their first visit. They compare, get interrupted and forget. Retargeting is an affordable way to show up again when they are ready. It does need some traffic. In Google Ads, a list must have at least 100 active visitors in the last 30 days before it can be used on Search, YouTube and the Google Display Network.

The tracking codes use cookies and collect data about your visitors. So get consent in order before you switch them on. And set a limit on how long and how often the ads are shown. Someone who sees the same ad for four weeks soon gets tired of it.

What you can do today

Check whether your website already has a Meta Pixel. Meta's free Chrome extension Meta Ads Data Advisor, formerly called Meta Pixel Helper, shows you in seconds. If it is there, check that it only loads after the visitor has said yes in the consent banner. We have written more about that in cookies and consent.