What is retargeting?

Retargeting enables you to remind your customers of the products and services after they leave your website without buying. It allows you to show the visitors relevant ads when they visit other sites. Retargeting is a cookie-based technology to anonymously ‘follow’ your audience all over the Web.

How does it work: you place a small piece of code also called pixel on your website. The code is unnoticeable to your site visitors and won’t affect your site’s performance. Every time a new visitor comes to your site, the code drops an anonymous browser cookie. Later, the cookie will let your retargeting provider know when to serve ads, ensuring that your ads are served only to people who have previously visited your site.

How to collect users?

You can find retargeting section in the campaign settings.

Retargeting types

We have 2 types of pixel based retargeting.

SIMPLE

As the name suggests, this is an easy way to launch a retargeting campaign. This way, you can target users who clicked on your ad.

You can start to collect users even from a running campaign. Just create a new User collection while setting your ad campaign.

The following ad formats are suitable for this type:

  • Push

  • Banner

  • Native

  • Video ads

Start collecting audience for retargeting without implementing code!

ADVANCED

This type allows advertisers to target users who visited the landing page or made a specific action. It can be used with all ad formats since the code is installed on the website.

This option is suitable for more experienced users but gets more opportunities.

Implement this retargeting pixel into the code of your landing page.

Add the code to the page or pages of your website between the body HTML tags (<body></body>).

Another advantage is event retargeting. Adding special parameters you’ll be able to track users registrations, purchases, adding to cart and any conversions you want.

You also can populate the parameters with any value you want, if you have this information you can populate an &age=<value> parameter, and then only target users over or under 40 years old.

💡 For retargeting to be successful you need to have had the pixel set up on your website or landing page for at least 30 days, in order to ensure that the pixel triggers a minimum number of times for the TrafficStars algorithms to be effective.

💡 If a user has cleaned cache and cookies, it is a new user, and it doesn’t matter how he had been marked before through pixel or through the “Collect users” function.

Event based retargeting

This is essential for e-commerce. You can create a campaign targeting all users who added a product to the cart but did not convert. Or you can create a campaign targeting all users who converted and to sell them a different product. The possibilities are endless!

For e-commerce websites you can track:

  • All users who visited your page: &pageview=<value>

  • All users who registered: &lead=<value>

  • All users who added a product to the cart: &addtocart=<value>

  • All users who converted: &conversion=<value>

You can create a campaign targeting all users who added a product to the cart but did not convert. Or you can create a campaign targeting all users who converted and to sell them a different product. The possibilities are endless!

If you populate them with “1” or “0” for “yes” or “no” when creating a campaign, then: select your tracker, add the parameter that the retargeting should take into account, and add ==1 or ==0 in the conditions field.

You also can populate the parameters with any value you want, if you have this information you can populate an &age=<value> parameter, and then only target users over or under 40 years old.

How to set up retargeting for an event based conversion

It's possible to set up our TrafficStars pixel for on-page single events such as buttons.

Here is an example of how you can use pixel on a button:

💡 Since all websites have a different code, it makes sense to entrust this task to developer.

Wrapping Up

First of all, you need to collect a user base by launching a regular ad campaign. This campaign should be constantly active.

Once you've collected audience, you create Retargeting ad campaign.

Do not narrow down your target audience by limiting the number of unique impressions, targeting specific sources etc.

The ideal settings for a retargeting campaign:

  • Targeting for all devices, OS, languages, browsers, etc.;

  • Campaign must be RON (no sites/ad spots selected);

  • Frequency capping should be either "No Capping" or above 4;

  • Recommended CPM.

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