Remarketing List
A remarketing list is an audience segment that includes users who have already interacted with a brand and can be retargeted with advertising.
Simply put:
This is a list of people you show ads to again because they have already shown interest.
Who is included in a remarketing list
Typically, the list includes users who:
- Visited a website or landing page
- Viewed specific pages (e.g., a product)
- Added a product to the cart but didn’t purchase
- Registered but didn’t complete an action
- Interacted with an app
- Opened an email or clicked on an ad
Types of remarketing lists
- General visitor list
Everyone who has been on the site. - Behavioral list
Users with specific actions (product view, cart, etc.). - Funnel-based segments
- New visitors
- Abandoned cart
- Incomplete registration
- Repeat buyers
- Exclusion lists
For example:
- Users who have already purchased
- Current customers (to avoid showing them unnecessary ads)
Where it is used
- Google Ads
- Meta Ads (Facebook/Instagram)
- Programmatic platforms
- Email and push remarketing
- Mobile apps
Why a remarketing list is needed
It helps to:
- Bring back “warm” audiences
- Increase conversion rates
- Lower customer acquisition cost (CAC)
- Increase sales
- “Close” users who didn’t complete an action
Example
A user viewed sneakers → left the site →
A day later, they are shown an ad for those exact sneakers with a discount.
Key takeaway
A remarketing list is a database of users who have already interacted with a brand and are shown repeated advertising to increase the likelihood of conversion.
