Whether you’re a seasoned digital advertiser or just starting out, you’ve likely heard the terms retargeting and remarketing used interchangeably. But are they really the same? While they share a common goal—bringing users back to convert—they operate in different ways. In this guide, we’ll break down the practical differences, debunk the confusion, and help you decide which strategy best fits your goals.
Why people confuse retargeting and remarketing
The terms are often misused across the industry, even by major platforms. Google Ads, for example, tends to use “remarketing” as a catch-all, while Facebook leans into “retargeting” for paid ads. This blending of definitions adds to the confusion. In practice, the difference lies in audience type and channel: anonymous site visitors vs. known contacts; paid media vs. owned channels.
What is retargeting?
Definition: Retargeting is a form of online advertising that targets users who have previously visited your website or engaged with your brand but didn’t convert.
This tactic aims to recapture interest from visitors who showed initial buying signals—like product views, cart additions, or even time spent on key pages—but didn’t convert. It’s often used to nudge users further down the funnel with timely, personalized ads that reflect what they browsed.
Most commonly, retargeting is delivered through display ads and social media platforms like Meta, LinkedIn, and X (formerly Twitter). These ads appear while users browse other websites or scroll their feeds, reminding them of products or pages they previously interacted with.
Here’s an example scenario: Imagine a shopper visits your site, clicks on a pair of sneakers, then leaves without purchasing. A few hours later, they see a retargeting ad for that same pair, perhaps even styled with complementary products, while reading the news or scrolling Instagram.
What is remarketing?
Definition: Remarketing usually refers to re-engagement tactics using owned data sources, such as email addresses. It involves sending targeted messages to previous customers or contacts.
This tactic is most effective for reactivating known contacts. It helps boost loyalty, promote repeat purchases, and win back lapsed customers. Because it leverages owned data, it’s cost-effective and ideal for long-term customer engagement.
Remarketing campaigns often run through email marketing platforms or custom audience uploads to ad platforms like Google Ads and Meta. By using first-party data (e.g., past purchase history or signup details), brands can send personalized messages tailored to the user’s past behavior.
For example, a lapsed subscriber to a SaaS tool gets an automated email campaign highlighting new features and offering a 20% discount to renew.
Retargeting vs. remarketing: A side-by-side comparison
Want the TL;DR version? Here’s how retargeting and remarketing compare across key areas like goals, channels, and audience types so you can choose the right tactic for the job.
| Feature | Retargeting | Remarketing |
|---|---|---|
| Goal | Re-engage anonymous site visitors | Reconnect with known contacts |
| Channel | Paid ads (display, social) | Email, CRM-based ad campaigns |
| Audience source | Website or app visitor behavior | Customer lists or CRM data |
| Personalization | Based on behavior (pages viewed) | Based on user profile/purchase history |
| Example | Ad for abandoned product view | Email with discount on recent purchase |
In short, they’re different tactics, with the same goal. Whether you’re running a smart ad or sending a personalized email, it’s all about re-engaging your audience at the right time with the right message.
When to use retargeting vs. remarketing
Use retargeting when you’re looking to re-engage users who browsed your website or app but left before taking action. It’s ideal for recovering abandoned carts, nudging window shoppers, or guiding top- funnel and mid-funnel users back to your site.
Use remarketing when you want to nurture or re-engage known contacts—like previous buyers, loyalty program members, or email subscribers. It shines in campaigns focused on retention, cross-sell, upsell, or win-back offers.
Together, retargeting and remarketing help brands re-engage users more effectively. Retargeting brings users back with ads, while remarketing builds trust and loyalty through direct communication. Used in tandem, they guide potential customers from interest to conversion more seamlessly.
Examples of combined strategies
Ecommerce cart recovery: Emma browses a skincare site and adds a serum to her cart but doesn’t check out. Later that day, she sees a retargeting ad for the serum plus a matching moisturizer. The next morning, she receives an email reminding her about the serum—this time with a limited-time discount. She completes the purchase.
SaaS free trial conversion: Brian signs up for a project management tool but goes inactive after three days. A retargeting ad appears on LinkedIn, inviting him to watch a demo video. A few days later, a personalized email arrives with case studies and a special upgrade offer. He clicks through and converts.
Common mistakes to avoid
| Don’t | Do |
|---|---|
| Use remarketing and retargeting terms interchangeably in your strategy or reporting | Use clear labels for different re-engagement strategies |
| Retarget cold audiences | Focus retargeting on high-intent site visitors |
| Send generic emails to everyone | Segment your CRM list based on behavior or value |
| Overlap email and ad frequency | Coordinate touchpoints to avoid user fatigue |
Your re-engagement playbook starts here
Retargeting and remarketing are two sides of the same coin, both aimed at getting customers to come back and convert. Retargeting uses ads to reach anonymous visitors; remarketing uses email or CRM lists to re-engage known contacts. When used together strategically, they can create a powerful funnel for acquisition, conversion, and loyalty.
Learn more about retargeting and how it works. And if you’re ready to unlock better re-engagement, discover how Criteo’s industry-leading commerce AI powers smarter retargeting.
