Site retargeting
In short
Site retargeting is a form of online advertising that shows ads to people who have already visited your website. A pixel or cookie marks the visitor, and ad platforms then serve them your ads elsewhere on the web or on social networks.
It targets people who already know you, so it is usually used to move visitors from interest to action. It differs from broader retargeting, which can also use email lists or in-app behavior as the audience.
How site retargeting works
1. Install a pixel
Add the ad platform tag to your site so visits are recorded in an audience.
2. Build audiences
Group visitors by what they did, such as pricing page viewers or blog readers.
3. Match creative to behavior
Show a case study to blog readers and a demo offer to pricing page viewers.
4. Cap and exclude
Limit frequency and exclude converted leads and current customers.
A B2B example
Say a visitor reads a comparison page and leaves. For the next two weeks, they see ads with a customer story and an invitation to book a walkthrough. The ad does not create the need. It keeps your brand in front of someone who was already researching.
Limits in B2B
Site traffic is often small and anonymous, so audiences can be tiny. Many visitors are researchers rather than buyers, and one buying committee may include several people who never visit. Privacy rules and browser changes also limit cookie-based tracking, so check consent requirements for your regions. This is general information, not legal advice.
Common mistakes
- One audience for all visitors: A careers page visitor is not a prospect. Segment by page and intent.
- No exclusions: Showing demo ads to customers wastes budget and annoys them.
- Unlimited frequency: Too many impressions can harm brand perception.
- Generic creative: Ads that ignore what the visitor viewed perform like cold ads.
Site retargeting FAQs
What is site retargeting?
Site retargeting is advertising that targets people who have previously visited your website. A pixel or cookie records the visit, and the visitor then sees your ads on other sites and platforms, encouraging them to return and take action.
How does site retargeting work?
You place a tracking tag on your website, which adds visitors to audiences on ad platforms. You then run campaigns aimed at those audiences, ideally segmented by pages viewed, and exclude people who have already converted.
Is site retargeting effective for B2B?
It can help when traffic is large enough to build audiences and the creative matches what visitors viewed. B2B limits include small audiences, anonymous visitors, and buying committees where not everyone visits the site, so results vary.
What is the difference between site retargeting and retargeting?
Retargeting is the broad practice of re-engaging people who interacted with your brand, using sources like email lists or app activity. Site retargeting is the specific version based on visits to your website.
