Retargeting shows ads to people who already interacted with your site, app, or customer list. It typically lifts conversion rate at higher CPC/CPM because the audience is warm — but list freshness, frequency caps, and consent (GDPR/CPRA) govern whether you can legally and effectively reach them.
Platform naming: Google “remarketing,” Meta “custom audiences,” TikTok “retargeting.”
Last verified Jun 3, 2026