What Is the Digital Marketing Strategy That Tracks Users Across the Web?

The digital marketing strategy that tracks users across the web is commonly called “retargeting” or “remarketing.” This strategy involves showing ads to users who have previously interacted with a website or app but have not completed a desired action, such as making a purchase or signing up for a newsletter.

How it works

Tracking code: A tracking pixel or code snippet is placed on a website. This code tracks users’ behavior and collects data on their interactions, such as pages viewed and products viewed.

Data collection: The data collected is used to create a detailed profile of users’ interests and behaviors. This information helps segment users based on their activity.

Ad display: When users browse other websites, apps, or social media platforms, they are shown ads that remind them of a product or service they previously viewed.

Personalization: The ads shown are often personalized based on the user’s past behavior, increasing the likelihood of engagement and conversion.

Benefits

Increased conversion rates: Retargeting helps convert potential customers who may have been interested but didn’t initially take any action.

Increased brand recall: By repeatedly showing ads to users who have interacted with the brand, retargeting keeps the brand top of mind.

Cost-effectiveness: Retargeting often results in a higher return on investment (ROI) because it focuses on users who have already shown interest.

Main platforms

Google Ads: Offers display and search retargeting across its network.

Facebook Ads: Offers retargeting options within its platforms, including Facebook and Instagram.

AdRoll: specializes in retargeting and helps manage campaigns across multiple platforms.

Best Practices

Frequency capping: Keep users from getting annoyed with too many ads by setting limits on how often they see your ads.

Segment audiences: Create different retargeting campaigns for different segments based on their interactions.

Ad variety: Use multiple versions of your ads to keep content fresh and engaging.

By leveraging retargeting, businesses can effectively reach users who have shown interest in their products or services, increasing the chances of converting them into customers.