What is a retargeting pixel?

Retargeting, also known as remarketing, is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website. For most websites, only 2% of web traffic converts on the first visit. Retargeting is a tool designed to help companies reach the 98% of users who don’t convert right away.

How does retargeting work?

Retargeting is a cookie-based technology that uses simple Javascript code to anonymously ‘follow’ your audience all over the internet.

Here’s how it works: you place a small, unobtrusive piece of code in your links (this code is sometimes referred to as a pixel).

The code, or pixel, is unnoticeable to your link visitors and won’t affect your link's performance.

Every time a new person clicks on your link, the code drops an anonymous browser cookie.

Later, when your cookied visitors browse around, the cookie will let your retargeting provider know when to serve ads, ensuring that your ads are served to only to people who have previously visited your site.

Retargeting is so effective because it focuses your advertising spend on people who are already familiar with your brand, because they clicked on your link, and have recently demonstrated interest. That’s why most marketers who use it see a higher ROI than from most other digital channels.

When should I use a retargeting pixel?

Retargeting is a powerful branding and conversion optimization tool, but it works best if it’s part of a larger digital strategy. Retargeting works best in conjunction with inbound and outbound marketing or demand generation. Retargeting can help increase conversions, but it can’t drive people to your site by itself. Your best chance of success is using a shorten link with a retargeting pixel attached and sharing great content on your social platforms that people will be interested in.