Learn the definition of remarketing, how it differs from retargeting, and how to leverage this powerful strategy for your digital marketing campaigns.

What Is Remarketing?

Remarketing is a digital marketing process used to target audiences who have interacted with your brand via your website, social media, or other online channels, and have previously converted.

What Is the Difference between Remarketing and Retargeting?

Retargeting is a strategy used to serve ads to prospects who didn’t initially convert or buy. Remarketing is typically a post-purchase strategy to cross-sell or upsell to existing customers. 

Google Ads will often use the two terms interchangeably. When distinguishing the two, remarketing refers to a post-purchase re-engagement strategy that cross-sells or upsells, while retargeting focuses on individuals who have not yet converted.

How Remarketing Works

Remarketing campaigns often focus on captured first-party data, like email lists, to deliver personalized engagement messages through email, SMS, and push notifications. Brands promote related products, recover abandoned carts, and strengthen engagement.

Why Remarketing Is Important

The customer journey is about continuity: It doesn’t end after the first interaction or purchase. Remarketing helps brands maintain a connection with individuals, strengthening long-term relationships.

What Are the Benefits of Remarketing

• Encourage repeat purchases

• Re-engage inactive customers

• Support cross-sells and upsells

• Strengthen customer loyalty

• Increase engagement

• Improve retention

• Extend customer lifetime value

• Deepen the value of brand familiarity

How to Measure Remarketing Success

If the goal of a campaign is engagement, you can track page visits, email opens, or click-through rate. If the goal is conversion, measure sales conversion rate, sign-ups, and cost per acquisition (CPA).