Showing ads to people who previously visited a site, used an app, or engaged with content, identified through a pixel, SDK, or platform engagement. Retargeting reliably reports the best ROAS of any tactic and reliably fails Incrementality tests, because it targets people already on their way to converting. It is worth running at a capped frequency and worth measuring with a Holdout.
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Cite this entry:
Agency Echelon. "Retargeting." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/retargeting/