What is the Digital Marketing Strategy that Tracks Users Across the Web? (Explained)

Have you ever wondered about the digital marketing strategy that tracks users across the web? It’s called retargeting, and it’s how brands keep showing you ads for products you’ve previously viewed online.

You’ve probably noticed this before—you browse a website looking at a new phone, and suddenly ads for that exact phone start appearing on other sites you visit!

This isn’t random chance; it’s a clever digital marketing technique designed to remind you of products you’ve shown interest in but haven’t purchased yet.

In this post, we’ll explain how retargeting works, why it’s so effective for businesses, and what happens behind the scenes when those familiar ads follow you around the internet.

What is a digital marketing strategy?

A digital marketing strategy is a plan that outlines how a business will use online channels to reach its target audience and achieve its marketing goals.

It includes specific tactics, platforms, and metrics to guide marketing efforts across digital spaces.

Digital marketing strategies help businesses organize their online presence and ensure all digital activities work together effectively.

What are the 4 types of digital marketing?

1. Search Engine Optimization (SEO)

SEO is the process of improving your website to increase its visibility when people search for products or services related to your business.

It involves optimizing your content, structure, and technical elements to rank higher in search engine results pages.

SEO helps you attract more organic (non-paid) traffic to your website by making it more relevant and authoritative to search engines.

2. Pay-Per-Click Advertising (PPC)

PPC is a model of digital advertising where you pay each time someone clicks on your ad. These ads appear at the top of search engine results pages or on websites and social media platforms.

With PPC, you only pay when someone takes action on your ad, making it a cost-effective way to drive targeted traffic to your website right away.

3. Content Marketing

Content marketing involves creating and sharing valuable content to attract and engage a target audience.

This includes blog posts, videos, podcasts, ebooks, and other formats that provide useful information to potential customers.

Content marketing helps build trust with your audience and establish your brand as an authority in your industry.

4. Social Media Marketing

Social media marketing is the use of social platforms to connect with your audience, build your brand, and drive website traffic.

It includes posting organic content, engaging with followers, and running paid advertising campaigns on platforms like Facebook, Instagram, Twitter, and LinkedIn.

Social media marketing helps you reach people where they already spend their time online.

What is the digital marketing strategy that tracks users across the web?

Retargeting (also called remarketing) is the digital marketing strategy that tracks users across the web after they’ve visited your website.

It works by placing a small piece of code (a cookie) on users’ browsers, allowing your ads to follow them as they visit other websites or social media platforms.

Retargeting helps remind potential customers about products they’ve shown interest in, increasing the chances they’ll return to make a purchase.

What is the Digital Marketing Strategy that Tracks Users Across the Web?

What is retargeting in digital marketing?

Retargeting in digital marketing is a strategy that shows ads to people who have previously visited your website but didn’t complete a desired action like making a purchase.

It works by using cookies to identify these visitors as they browse other websites and display relevant ads based on their past interactions with your site.

Retargeting helps businesses stay connected with potential customers who have shown interest, giving them additional opportunities to convert those visitors into buyers.

How retargeting works: a step-by-step breakdown

A small piece of code (pixel) is added to your website.
When a visitor comes to your site, this pixel drops an anonymous cookie in their browser.
The visitor leaves your site without completing a purchase or desired action.
As they browse other websites, the cookie signals to retargeting platforms that this person visited your site.
The retargeting system recognizes this signal and displays your specific ads to that person.
Your ads appear to this visitor across various websites and platforms they visit.
These targeted reminders encourage the visitor to return to your site.
The visitor has increased chances of completing their purchase or taking another desired action.

Tools & platforms used for retargeting

Many popular platforms offer retargeting capabilities for businesses of all sizes. Google Ads (formerly AdWords) provides retargeting through its display network that reaches millions of websites.

Facebook and Instagram use the Facebook Pixel to create custom audiences for retargeting across their platforms. Other common retargeting tools include AdRoll, Criteo, and Perfect Audience, which help businesses reach their previous visitors across multiple sites.

Each platform offers different features and targeting options to help you reconnect with potential customers.

Is Retargeting ethical? Privacy concerns & regulations

Retargeting raises valid privacy concerns as many users don’t realize they’re being tracked across websites.

Regulations like GDPR in Europe and CCPA in California now require websites to disclose their tracking practices and offer opt-out options to visitors.

Ethical retargeting involves being transparent about your data collection, respecting user privacy preferences, and avoiding excessive ad frequency that might annoy potential customers. When done properly, retargeting can be both effective and respectful of user privacy.

Other common methods of tracking in digital marketing

Marketers use several sophisticated tracking methods beyond just retargeting cookies to understand customer behavior online.

Cross-device tracking: Follows users across their computers, phones, and tablets by linking accounts or identifying usage patterns.
Fingerprinting: Creates unique profiles based on device characteristics without using cookies.
Email tracking: Uses invisible pixels to monitor when recipients open messages and which links they click.
Social media tracking: Tracks user interactions even when they’re not actively using the social media apps.
Location-based tracking: Uses GPS and mobile data to track physical movements and store visits.
Session recording: Captures how users interact with a website, including mouse movements and clicks.
Cart abandonment tracking: Specifically identifies users who add items to online shopping carts but don’t complete purchases.

FAQ

What is the difference between retargeting and remarketing?

Retargeting and remarketing are often used interchangeably, but they have slight differences in approach.

Retargeting typically refers to showing ads to people who have visited your website as they browse elsewhere online.

Remarketing usually involves reaching out to previous visitors or customers through email campaigns, though Google uses “remarketing” to describe what most people call retargeting.

How much does retargeting cost?

Retargeting costs vary widely depending on your industry, audience size, and which platforms you use.

Most retargeting campaigns work on a cost-per-click (CPC) basis, ranging from $0.50 to $5 per click, with Google’s display network averaging around $0.50-$1 and Facebook slightly higher.

Many businesses find retargeting delivers a good return on investment because you’re targeting people who already showed interest in your products.