When I first started learning about digital marketing, one thing that always tripped me up was the terms retargeting and remarketing. I remember sitting in a client meeting, hearing both words used back to back, and thinking: “Aren’t they the same thing?”
If you’ve ever felt the same, don’t worry you’re definitely not alone.
Over time, after working on real projects and running ad campaigns for websites and businesses, I learned the difference. And honestly, once you understand it, it’s super easy to remember.
So let’s break it down nice and simple, no complicated jargon.
First, Let’s Talk About the Common Goal
Before we get into the difference, here’s something important:
Retargeting and Remarketing both have the same goal:
To reconnect with people who already visited your website or interacted with your brand, but didn’t take the action you wanted them to like buying something, signing up, or booking a service.
In other words:
They’ve seen you once, now you want them to come back.
What is Retargeting?
Alright imagine you have an online store. Someone visits your website, looks around, maybe even adds a product to their shopping cart. But then… they leave. No purchase, no email signup, nothing.
This is where retargeting steps in.
Retargeting is a type of online advertising that shows your ads to people who have already visited your website.
These ads “follow” them around the internet as they browse other sites, watch YouTube videos, scroll Instagram, read blogs, or check the news.
You’ve probably experienced this yourself:
You visit a website to check out a new backpack, and suddenly you start seeing ads for that exact backpack everywhere — Facebook, YouTube, random news articles. That’s retargeting in action.
How does Retargeting work?
- When someone visits your website, a tracking code (called a pixel) is placed in their browser.
- That pixel tracks the fact that they visited, but doesn’t collect personal data like names or emails.
- Later, when that person visits other websites that show ads, your ad is served to them.
- It’s like a friendly reminder: “Hey, you were interested in this! Still thinking about it?”
Why use Retargeting?
Because the truth is most people don’t buy on their first visit.
Studies show it often takes 3 to 7 interactions before someone feels ready to make a decision.
Retargeting helps you stay visible during that decision making process. It gives people a little nudge when they’ve almost forgotten about you.
What is Remarketing?
Now let’s switch gears to remarketing.
While retargeting uses ads, remarketing is mostly about email.
Let’s say someone did more than just browse your website. Maybe they created an account, downloaded a free guide, or added a product to their shopping cart and entered their email but didn’t finish the purchase.
With remarketing, you use that email to send them targeted follow-up messages. It could be:
- A reminder that they left items in their cart.
- A special offer or discount.
- A “still interested?” email with helpful product info.
You’ve probably seen this in your own inbox those “Forgot something?” or “Your cart is waiting!” emails. That’s a classic example of remarketing.
How does Remarketing work?
- A customer gives you their email through signup, checkout, or lead generation.
- You track their behavior on your site (using tools like Google Ads, Meta Pixel, or email platforms like Mailchimp).
- If they don’t complete the desired action, you send them automated follow-up emails.
- The goal is to bring them back and complete the purchase, sign up, or interact more.
Why use Remarketing?
Remarketing is great because it’s personal.
You’re not just showing a random ad — you’re sending a message directly to their inbox. You can offer value, add a personal touch, or remind them of the benefit of choosing you.
It works especially well for:
- Abandoned shopping carts.
- Special offers or product launches.
- Nurturing leads who need a little more time before making a decision.
Retargeting vs. Remarketing — The Simple Breakdown
| Retargeting | Remarketing |
|---|---|
| Shows ads on websites, apps, and social media | Sends follow-up emails |
| Uses cookies or pixels to track website visitors | Uses email addresses from your contact list |
| Great for brand reminders | Great for personal follow-ups and direct offers |
| Focuses on ad platforms like Google Ads, Meta Ads, etc. | Focuses on email marketing tools like Mailchimp, Klaviyo, etc. |
| Ideal for catching visitors who didn’t share their contact info | Ideal for nurturing users who already gave you their email |
Do Businesses Need Both?
Short answer? Yes, if possible.
When I help businesses or friends set up their marketing strategy, I usually suggest using both together.
- Retargeting keeps your brand visible across the web, even to people who didn’t leave contact details.
- Remarketing allows you to directly reach people in their inbox who are already familiar with you.
The two strategies complement each other perfectly:
One builds visibility, the other builds trust.
My Thoughts
So next time you hear someone mention retargeting or remarketing, you’ll know:
- Retargeting = ads that follow visitors around the web.
- Remarketing = emails sent to people who’ve shared their contact info.
Both are powerful tools to help turn visitors into real customers. Whether you’re running an online shop, a blog, or a local business website, using these two strategies can make a big difference in growing your audience and increasing sales.
