What is Retargeting?

Definition

Retargeting shows ads to users who have already interacted with your brand. Because audience intent is higher than cold prospecting, retargeting typically delivers stronger ROAS.

Why it matters

Understanding Retargeting is foundational to working in paid media. It shapes how teams plan, communicate with stakeholders, and interpret performance.

Best practices

• → Define it in shared documentation so every team uses the same meaning.
• → Tie it to a measurable outcome rather than treating it as an end in itself.
• → Revisit assumptions quarterly — the meaning and benchmarks evolve.

Common mistakes

• → Treating it as a vanity metric instead of a decision input.
• → Copying competitors' targets without context for your funnel.
• → Optimizing it in isolation, hurting downstream conversion.