Retargeting
By the AdFlint research team · Last reviewed July 2026
Serving ads to people who already interacted with your brand, most often site visitors, using pixel or engagement data to rebuild that audience on a platform.
Mechanically it means a custom audience or visitor list, filtered by recency and depth of action, shown creative distinct from prospecting. It is the vocabulary used on Meta and across paid social, where Google says remarketing for the same posture. The mistake is judging it on reported ROAS: retargeting largely claims conversions that were already likely, so its measured return flatters it.
Retargeting compared with
The settings this gets confused with, and how to tell them apart.
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