# What is Retargeting / Remarketing?

What is Retargeting / Remarketing? Showing ads to visitors who already visited but didn't purchase. Conversion is 2-5x higher compared to a cold audience.

## How it works in practice

97% of visitors don't buy on their first visit. Retargeting is the 'reminder' that brings them back. The highest ROI comes from people who already showed interest.

## Related metrics

- Pixel / Cookie — without a properly installed pixel, there's no retargeting
- Abandoned Cart Email — the email version
- Funnel — retargeting is the bottom of the funnel
- Frequency — too high a frequency causes distancing

## Common misconception

'I showed him the ad 20 times — he'll surely buy.' Beyond 7-8 exposures there's a deterrent effect. A frequency cap is essential.

## How to fix it

Retargeting not converting? (1) Is the pixel installed correctly? (2) Is the audience larger than 1,000? (3) Is the ad different from what they saw before?

## Real-world example

A watch brand: retargeting by stage — viewed: social proof. Added to cart: FOMO. Checkout: 10% discount. ROAS went from 3.1 to 7.4.

## Where to start

Retargeting is the lowest-hanging fruit. $150-300/month. The highest CR among all ad sources.

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Category: Marketing · From the [Jimmy OS KPI Glossary](https://jimmy-os.com/glossary/kpi.md) · Source page: https://jimmy-os.com/glossary/kpi/retargeting-remarketing