Remarketing Campaigns

The 98% who didn't buy — brought back.

Meta, Google, TikTok, LinkedIn remarketing across display, dynamic product ads, video retargeting, and email list matching. Reach users who already showed intent — at a fraction of the cost of cold acquisition.

User journey funnel · last 30d

Visited10,000

PageView fire

Engaged4,200

Added to cart840

Checkout start280

Purchased96

Retargetable

9,904

Drop rate

99.0%

Pixel · user a7f2

Firing

00:00PageView

/products/merino-runner

Journey · 1/7

Five audiences we build

Not one audience — a stack, each with different messaging.

Tier 1

Cart abandoners (24h)

Highest intent. Dynamic product ads showing the exact item, sometimes with a 5–10% incentive. Typically 8–15× ROAS.

Tier 2

Product viewers (7d)

Saw product, didn't add to cart. Serve social proof or review-focused creative rather than discount. 3–6× ROAS.

Tier 3

Engaged visitors (30d)

Multi-page visits but no specific product interest. Brand-story creative, founder videos, category overviews.

Tier 4

Past purchasers (win-back)

Customers 90+ days since last purchase. Cross-sell, new-release, loyalty-program creative. Email list matched.

Tier 5

Email list retargeting

Upload hashed email lists to match against Meta/Google. Reach subscribers in-feed to complement email campaigns.

Tier 6

Video view audiences

Users who watched 50% or 75% of a video ad. Warmer than cold but less committed than visitors — treat accordingly.

Creative rotation rules

Frequency kills remarketing faster than bad targeting.

Same ad 14 times is how trust erodes. We build creative rotations that feel like a conversation, not a stalker.

Max 3 creatives per audience

More than 3 creates decision paralysis in Meta's algorithm. It picks a "winner" too early and starves the others.

Rotate creative every 10–14 days

Ad fatigue sets in around 7 impressions per user per week. Fresh creative resets the pattern.

Frequency cap 5/week per audience

Hard ceiling. No user should see your retargeting ad more than 5 times in 7 days. Platform caps + audience size modelling.

Exclude recent purchasers for 30d

Nothing erodes trust faster than retargeting someone who just bought. Custom audience exclusion every time.

Sequence creative by funnel stage

Day 1–3: product reminder. Day 4–7: reviews/social proof. Day 8–14: incentive or bundle. Stop day 14 unless buy-cycle supports longer.

Separate mobile vs desktop creative

Aspect ratios, font sizes, video length differ. Don't push a 16:9 desktop edit into a 9:16 Story slot and hope.

Platforms we remarket on

Five channels — each with their own quirks.

Meta (Facebook + Instagram)

Strength

Largest audience, best dynamic product ads

Watch-out

iOS 14 tracking loss mitigated by CAPI + conversion API

Google Display + YouTube

Strength

Largest display inventory, YouTube retargeting powerful

Watch-out

Managed-placements for brand safety, frequency easily out of control

TikTok

Strength

Engaged audience, cheaper CPMs for younger demographics

Watch-out

Retargeting audiences smaller — needs warm-up phase

Strength

B2B-specific, matched-audience upload works for ABM

Watch-out

Expensive CPMs — only worth it for enterprise B2B retargeting

Email list-matched ads

Strength

Server-side match, no cookie/pixel dependency

Watch-out

Match rates typically 40–60% — list hygiene matters

Typical results ranges

Grounded benchmarks, not hype.

5–15×

ROAS on Tier 1 cart abandoners (ecommerce, dynamic ads)

2–4×

Attribution lift measured vs. holdout control groups

€0.40–€1.20

Typical CPM for tight retargeting audiences in Ireland

~25%

Of abandoned carts recoverable with email + retargeting combined

Frequently asked

Remarketing questions.

Roughly 1,500–2,000 monthly unique visitors minimum. Below that, audience sizes are too small for Meta/Google to deliver ads reliably — you'll pay premium CPMs and see little volume.

Compliance is non-negotiable. We only remarket to users who've accepted cookies (via a compliant CMP like OneTrust, Cookiebot, or Klaro). For server-side events, legitimate interest applies where pixel is blocked. We'll review your consent setup in the first week.

Only if frequency is uncapped and creative is stale. Done properly, retargeting feels like helpful reminders. The creative rotation rules in the dark section above are specifically designed to avoid the 'stalker ad' effect.

Yes — via holdout tests. We split your retargetable audience: half see ads, half don't. Compare revenue per user between groups = real incremental lift. We run this quarterly on accounts above €10k/month retargeting spend.

Pixel captures fewer events, but CAPI (Conversion API) running server-side makes up ~70% of the gap. For users who opted out completely, they're still in your retargeting pool if they're logged-in Meta users — platforms use their graph data even if your pixel can't.

Related services

Feeds into remarketing

Meta Ads

Primary retargeting channel

Google Ads

Display + YouTube retargeting

Analytics

Measure real incremental lift

Bring back the 98% who leave.

Share Search Console or GA4 access and we'll model your retargetable audience size, estimate 90-day recovery revenue, and propose an initial audience stack — free diagnostic.