Retargeting vs Remarketing: What’s the Difference?

“Retargeting” and “remarketing” are often used interchangeably — and while they’re closely related, they’re not exactly the same thing.

Both strategies help you reconnect with people who have previously interacted with your brand, but they do it in slightly different ways and on different platforms.

In this article, we’ll break down the key differences between retargeting and remarketing, explain when to use each, and show you how to combine them for maximum impact.

What Is Retargeting?

Retargeting refers to displaying ads to users who’ve already visited your website, viewed a product, or interacted with your app — but didn’t take the desired action.

It’s most commonly done through paid ad platforms like:

• Facebook / Instagram (Meta Ads)

• Google Display Network

• YouTube

• LinkedIn

• TikTok

• Twitter/X

• Pinterest

Example:

Someone visits your product page, then leaves. Later, they see an ad for that product on Instagram or YouTube — that’s retargeting.

What Is Remarketing?

Remarketing traditionally refers to re-engaging past customers or leads via email (and sometimes SMS).

It’s typically used for:

• Re-engaging cold leads

• Upselling or cross-selling to existing customers

• Sending abandoned cart reminders

• Promoting new products or events

While some platforms (like Google) use the term “remarketing” to describe display ads, in modern usage:

Retargeting = Paid ads
Remarketing = Email/SMS follow-ups

Key Differences Between Retargeting and Remarketing

Why Retargeting Works

• People rarely convert the first time — retargeting brings them back

• Keeps your brand top of mind

• Personalizes the ad experience based on behavior

• High ROAS potential due to warm audience

Common Retargeting Tactics:

• Show dynamic product ads to cart abandoners

• Offer discounts to repeat visitors

• Remind users of viewed services

• Retarget video viewers with testimonials or demos

Why Remarketing Works

• Leverages your first-party data (email list, customer CRM)

• Low-cost and high-intent

• Allows for deeper storytelling (more space than an ad)

• Great for nurturing leads over time

Common Remarketing Examples:

• “You left something in your cart…”

• “It’s been 30 days — ready to reorder?”

• “Here’s 10% off your next purchase”

• Product education series after download or signup

When to Use Retargeting

✅ Ideal for:

• Website visitors who didn’t convert

• Product page viewers

• Abandoned carts

• Past buyers of related products

• People who engaged with your ads or videos

Platforms:

• Meta (Facebook/Instagram)

• Google Display Network

• YouTube

• TikTok

• LinkedIn

When to Use Remarketing

✅ Ideal for:

• Email subscribers

• Past customers

• Leads who downloaded content

• Webinar attendees

• Users inactive for 30+ days

Tools:

• Klaviyo

• Mailchimp

• ActiveCampaign

• ConvertKit

• HubSpot

• Omnisend

Best Strategy: Use Both Together

The most effective brands use retargeting and remarketing in harmony.

Example full-funnel strategy:

1. Visitor lands on landing page but doesn’t convert

2. Retarget with Facebook/Google ad (dynamic product, testimonial, or offer)

3. Capture email via lead magnet

4. Remarketing email sent 24 hours later with personalized message

5. Final email or ad with time-sensitive discount

Pro Tips for Combining Both

• Use consistent messaging across email and ads

• Segment your audience (cold vs. warm vs. hot)

• Don’t overwhelm — set frequency caps

• Test different sequences to see what drives the best ROI

• Use retargeting to bring users back to your remarketing funnel (and vice versa)

Final Thoughts: Reach People Where They Are

Retargeting and remarketing are two sides of the same coin — both focused on one goal: turning interest into action.

Use retargeting to recapture lost attention with visual ads. Use remarketing to deepen the relationship and convert with personalized messaging.

Together, they create a full-circle system that keeps your brand in front of the right people, at the right time, with the right message.