What is Retargeting?
Definition
An advertising technique that shows ads to users who have previously visited your website or engaged with your content. Retargeting keeps your brand visible during the consideration phase and typically achieves higher conversion rates than cold ads.
Related Terms
A model that maps the stages a prospect moves through from initial awareness to purchase. Common frameworks include TOFU (top of funnel), MOFU (middle), and BOFU (bottom), each requiring different content and tactics.
An advertising model where the advertiser pays a fee each time someone clicks their ad. Google Ads and Meta Ads are the two largest PPC platforms, and campaign success is measured by CPC, CTR, and ROAS.
The process of identifying which marketing touchpoints contributed to a conversion. Common models include first-touch, last-touch, linear, and data-driven attribution, each distributing credit differently across the customer journey.