By now you might’ve heard what online retargeting ads is all about. If not, read this post here.

One of the crucial components of retargeting of any kind is the pixel that anonymously tracks a user’s behavior. As marketers, we need to know how far did a user go on a website. We need to know if they reached their CTA page or shopping cart. We need to know if an user successfully completed a transaction and reached the “thank you” page instead of abandoning the cart.

Once we know the specific set of behaviors for these users, we can target them with different versions of ads. For the browsers, we may offer more education and value for free to have them sign up for a trial. For those who abandoned their carts, it’s now a good time to draw them back with special incentives or a money back guarantee. For those who made the purchase, we can either exclude them in future campaigns, or include them in campaigns that promotes referrals or word of mouth.

However, all of this wouldn’t be possible without a pixel on your desired website or specific webpages. Quick recap on how it works: as a business, you place a small, unobtrusive piece of code on your website. The code is unnoticeable to your site visitors and won’t affect your site’s performance. Every time a new visitor comes to your site, the code drops an anonymous browser cookie, which is a unique identifier. Later, when your cookied visitors browse the Web, the cookie will let your retargeting provider know when to serve ads, ensuring that your ads are served to only to people who have previously visited your site.

The longer you have your pixel on your website, the more data and more specific behaviors you can use down the road. Even if you don’t have a retargeting budget for now, I highly, HIGHLY recommend you to setup you pixels on your main domain, your CTA page, and your “thank you” page so that one day when you do run retargeting, you would already have the data you need.

If you have any questions or need help with your retargeting campaign, feel free to reach me at

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