Retargeting vs Remarketing: Key Differences & When to Use Each

Most website visitors leave without buying when they visit for the first-time. You’re spending time and money to attract traffic, only to watch potential customers disappear. Worse, competitors might be attracting them with clever follow-ups while you miss the chance.

But what if you could turn abandoned carts and bounced visits into consistent sales? The answer lies in two powerful strategies used by digital marketing agencies: retargeting and remarketing. One uses ads to recapture attention; the other nurtures leads through emails and texts. Used right, they work together to keep your brand front and center. With that said, let’s begin!

Retargeting vs Remarketing: Difference Table

Factor	Retargeting	Remarketing
Primary Channel	Paid ads (Google Ads, Meta, LinkedIn, etc.).	Email, SMS, CRM tools (Mailchimp, Klaviyo, etc.).
Target Audience	Website visitors, app users, or ad engagers.	Past customers, email subscribers, or leads.
Tracking Method	Uses cookies/pixels (e.g., Meta Pixel, Google Tag).	Relies on customer data (emails, phone numbers).
Goal	Re-engage users who didn’t convert (short-term).	Nurture existing customers (long-term loyalty).
Cost Model	Pay-per-click (PPC) or impression-based.	Email/SMS costs (platform subscriptions).
Example	Showing ads to users who abandoned their cart.	Sending a discount email to past buyers.
Platforms	Google Display Network, Meta Ads, AdRoll.	Klaviyo, HubSpot, Mailchimp.

What is Retargeting?

You know when you browse a product online, leave without buying, and suddenly see ads for it everywhere? That’s retargeting in action.

Retargeting is a smart ad strategy that follows people who visited your website or app but didn’t convert. It uses cookies or pixels to track them and shows them relevant ads later on social media platforms, Google, or other websites.

If I take an example, you looked at sneakers on an online store but didn’t buy. Later, you see those exact sneakers in an ad while scrolling Instagram. That’s retargeting doing its job.

Benefits of Retargeting

Let’s be real—getting noticed online is tough. Retargeting is a strategy to turn window-shoppers into buyers. Here’s why it works so well:

• Brings Back Lost Visitors: The fact is 97% of first-time visitors leave without buying. And retargeting is the way to remind them about your product when they’re scrolling through Instagram or checking email.
• Way Cheaper Than Cold Ads: Targeting new people is expensive. On the other hand, retargeting strategy works better with low investment.
• Keeps Your Brand Visible: People don’t always buy the first time. Seeing your ad 3-5 times, that’s when they finally click to purchase the product or services you offer.
• Super Flexible: It can show different ads to different people who abandoned the cart or read a blog.
• Works for Any Goal: Retargeting works for all types of business. It works whether you are selling products or offering services.

If I say simply, retargeting isn’t just another marketing tactic. It’s your best shot at turning “almost customers” into actual buyers.

How Does Retargeting Work?

Ever wonder how those shoes you looked at yesterday keep popping up in your ads today? That’s retargeting doing its job. Let’s understand it in a simple way.

1. You Visit a Website

Maybe you check out a product, add it to your cart, or just browse. Even if you leave, the site remembers you (with permission, via cookies/pixels).

2. The Website “Tags” You

A tiny piece of code (like a digital sticky note) gets added to your browser. This tells ad platforms (Facebook, Google, etc.), “Hey, this person was interested—show them reminders.”

3. Ads Follow You

Later, while scrolling Instagram or reading a blog, you’ll see ads for that exact product or site. It’s not random—it’s retargeting, encouraging you to buy.

4. You Decide to Act (Or Not)

Maybe this time you click and buy. Or maybe you ignore it. Either way, the cycle continues.

This tactic is effective because it only targets people who’ve engaged before. With that, we’ve learned most things about remarketing. Now let’s explore the platforms you can use for retargeting.

Platforms You can Use for Retargeting

To bring the visitor who didn’t get converted to buyers, you need to use various platforms. Here are some platforms you can use to retarget your audience.

Meta Ads (Facebook & Instagram)

Best for: eCommerce, local businesses, apps

Why it Works:

• Shows ads to people who visited your site or engaged with your profile
• Crazy detailed targeting (cart abandoners, video watchers, etc.)
• Works great for visual products (clothes, food, travel)

Google Ads

Best for: Any business with a website

Why it Works:

• Displays your ads on millions of sites (via Google Display Network)
• Shows search ads to people who Googled your products
• Perfect if your customers start with search (like “best running shoes”)

LinkedIn Ads

Best for: B2B companies, services, SaaS

Why it Works:

• Targets professionals who checked out your site
• Great for expensive services (like software or consulting)
• Catches people when they’re planning to purchase

Tip: Start with just one platform (probably Meta Ads or Google Ads). Learn and use them before adding more ways to retarget the audience.

What is Remarketing?

Unlike retargeting (which uses ads), remarketing is all about reconnecting with people who already know you through emails, texts, or even mail. It’s like following up with a friend who showed interest in your business.

Ever get an email saying, “You left something in your cart!”? That’s remarketing doing its job.

Benefits of Remarketing

Remarketing helps you make the most of the potential customers you can attract. Here’s why it’s an excellent way to retain and gain customers easily:

• Brings Back Lost Sales: The person might have abandoned their cart or stopped the service after the free trial. That’s when a simple email or text can change their mind to complete the purchase. This thing happening collectively can increase sales.
• Costs Less Than New Ads: Selling to existing leads is 5x to 7x cheaper than retaining the existing customer. You don’t need to spend on ads; just emails or texts you send, that’s it.
• Works While You Sleep: Set up automated emails once (like a cart-abandonment series). They keep working 24/7, bringing in sales without extra effort.

How Does Remarketing Work?

Imagine you walked into a store, looked at a jacket, then left. A good salesperson would say, “Hey, still thinking about that jacket? It’s on sale now!”

Remarketing works the same way—just digitally. Here’s the simple breakdown:

Step 1: Someone Shows Interest

Let’s say it could be someone buying from you, or signing up for emails, or just browsing your products. That’s how the interest of the customer is counted.

Step 2: You Stay On Their Radar

Now you, from a business side, can:

• Email them (“Forgot something in your cart?”)
• Text them (“Your favorite item is back in stock!”)
• Send special offers (“Here’s 10% off for you”)

Step 3: They (Often) Come Back

This time when the user interacts with our brand, they may finally buy that product or service you offer. Or they grab something else because you took a follow-up.

Tools You can Use for Remarketing

You don’t need fancy software to reconnect with customers—these tools make it easy:

Mailchimp

Best for: Small businesses starting out

Why it’s Great:

• Free plan available
• Pre-made email templates (just plug in your products)
• Automates “we miss you” emails to inactive subscribers

Klaviyo

Best for: eCommerce stores

Why it’s Great:

• Automatically emails customers who abandon carts
• Shows “You might also like” suggestions
• Tracks what each customer buys for personalized follow-ups

HubSpot

Best for: Service businesses and B2B

Why it’s Great:

• Sends follow-up emails after free trials or demos
• Tracks who opens your emails (so you know who’s interested)
• Free CRM included

Tip: Most tools offer free trials. Test one for a month before subscribing to or purchasing the tool.

Key Differences Between Retargeting and Remarketing

While both bring customers back, they work differently. Here’s how they compare across key factors.

Scope of Audience

• Retargeting: Catches anonymous visitors who didn’t buy or sign up. Uses cookies to track website/app activity, targeting people who showed interest but left no contact info.
• Remarketing: Engages known contacts—email subscribers, past buyers, or leads. Works with people who voluntarily shared their info with you.

Verdict: Retargeting = strangers who browsed. Remarketing = known contacts.

Channels Used

• Retargeting: Runs on ad platforms like Facebook, Google, or TikTok. Shows display/video ads across websites and social media.
• Remarketing: Uses owned channels—email, SMS, or even direct mail. No ad space needed; you control the messaging.

Verdict: Retargeting = paid ads. Remarketing = emails/texts you own.

Objective

• Retargeting: Short-term conversions—ideal for cart abandoners or product browsers. Designed to quickly recapture lost interest.
• Remarketing: Long-term relationship building. Nurturs leads, upsells past buyers, or re-engages inactive customers.

Verdict: Retargeting = instant sales. Remarketing = lasting loyalty.

Targeting Methods

• Retargeting: Uses cookies/pixels to track behavior. Shows ads based on pages visited or actions taken (like adding to cart).
• Remarketing: Relies on customer data (emails, purchase history). Segments audiences for personalized messages (e.g., “Your size is back in stock!”).

Verdict: Retargeting = tracks behavior. Remarketing = uses known data.

Timing and Frequency

• Retargeting: Short-lived (ads stop when cookies expire). The risk of ad failure is there.
• Remarketing: Timeless—emails stay in inboxes until opened. Easier to control frequency (e.g., weekly digests).

Verdict: Retargeting = fleeting. Remarketing = persistent.

Retargeting grabs attention now; remarketing builds trust over time. Use both—ads to recapture and emails to retain.

Retargeting vs Remarketing: Which One Should I Use?

Not sure which strategy to use? Here’s something to help you make a clear decision:

Use Retargeting When…

• You want quick sales: Someone left your site without buying? Retarget them with ads before they forget you.
• Your audience is anonymous: They didn’t sign up or buy, but they browsed. Ads can bring them back.
• You’re running promotions: Flash sales or limited-time deals work great in ads (urgency = conversions).

Best for: eCommerce, lead generation, or time-sensitive offers.

Use Remarketing When…

• You have customer emails/numbers: They’ve bought before or subscribed—talk directly to them.
• You’re building loyalty: Upsell past buyers, send thank-you notes, or check in post-purchase.
• You want deeper relationships: Emails and texts feel more personal than ads.

Best for: Subscription services, repeat-purchase businesses, or brands that thrive on community.

Tip: Most businesses need both. Start with one, then add the other as you grow.

FAQs on Retargeting vs Remarketing

Final Thoughts

At the end, both retargeting and remarketing help you reconnect with people who’ve already shown interest in what you offer. Retargeting uses ads to catch visitors who slipped away. Conversely, remarketing keeps the conversation going through emails or other channels.

You can use both strategies for getting the best results. Retargeting grabs quick wins, while remarketing builds lasting relationships. Start with one, test what works, and then layer in the other.

Need expert help? Explore the top digital marketing companies that specialize in retargeting and remarketing.