Retargeting List
A retargeting list is a segment of users who have already interacted with a brand and are subsequently shown repeated advertising to bring them back and drive them to conversion.
Simply put:
This is a list of “warm” audience members you are trying to win back.
Who is included in retargeting
The list includes users who:
- Visited a website or landing page
- Viewed specific products or pages
- Added a product to the cart
- Started but didn’t complete registration
- Interacted with an app
- Clicked on ads or emails
Main types of lists
- All site visitors
Basic segment for broad retargeting. - Behavioral segments
- Product page views
- Abandoned cart
- Specific category views
- By funnel stage
- New users
- Interested users
- Almost ready to purchase
- Exclusion lists
- Already made a purchase
- Existing customers (to avoid wasting budget)
Where retargeting lists are used
- Advertising platforms (social media, search ads)
- Display networks
- Programmatic advertising
- Email and push notifications
Why retargeting is needed
- Brings users back to the site
- Increases conversion rates
- Lowers customer acquisition cost (CAC)
- Increases advertising ROI
- “Closes” hesitant customers
Example
A user:
- Visited the site
- Viewed a product
- Left
Later, they see an ad for that exact product — this is retargeting.
Remarketing vs. Retargeting
Often used as synonyms, but sometimes:
- Retargeting — advertising via cookies and pixels
- Remarketing — a broader concept (including email and CRM)
Key takeaway
A retargeting list is an audience of users already familiar with a brand who are shown repeated advertising to increase the likelihood of conversion. This is one of the most effective tools in performance marketing.
