How Our Retargeting Campaigns Works

Audiences are segmented by what the visitor actually did rather than pooled into one all-visitors list, because a person who viewed one page and a person who abandoned a full cart need different messages and justify different bids. Membership durations are set per segment to match the real buying cycle, and converters are excluded so budget is not spent advertising a product already bought. Frequency caps are applied per user per period, since retargeting is the format where over-delivery most reliably turns interest into irritation. Burn pixels or exclusion audiences remove people who complete the goal. Tags fire only after consent, and audiences are built from first-party data where third-party storage restrictions would otherwise shrink them to nothing. Creative is sequenced so a returning visitor sees a progression rather than the same banner repeatedly. Placement exclusions and brand safety lists are applied before launch. Results are measured against a holdout where volume allows, since retargeting reaches people already likely to return and unmeasured credit will overstate it.