If you’ve ever heard marketers use the terms retargeting and remarketing interchangeably, you’re not alone. In practice, many teams blur the line between the two. But when you actually work on campaigns whether in Google Ads, Facebook, or email you’ll see that they serve different purposes. Let’s break it down in a simple and realistic way.
What is Retargeting?
Retargeting is about showing ads to people who have already interacted with your brand online. For example:
- Someone visits your SaaS pricing page but doesn’t sign up.
- A shopper adds items to the cart but doesn’t complete checkout.
With retargeting, you use tracking pixels (like the Facebook Pixel or Google Ads tag) to follow them around the web and show relevant ads. The idea is to bring them back and push them closer to conversion.
In short: Retargeting = Ad-based re-engagement.
What is Remarketing?
Remarketing usually refers to re-engaging past customers or leads using email campaigns. Think about:
- Sending an email reminder about abandoned carts.
- Offering a discount to inactive subscribers.
- Reaching out to past buyers with cross-sell or upsell offers.
While Google uses “remarketing” to mean ad-based campaigns, in most marketing contexts, remarketing leans heavily on email.
In short: Remarketing = Email or message-based re-engagement.
Retargeting vs. Remarketing in Marketing
Both strategies focus on re-engagement. The difference lies in how you reach people, what channel you use, and what stage of the funnel you’re targeting.
1. Method of Engagement
- Retargeting: Uses paid ads to re-engage prospects across platforms like Google Display Network, Facebook, LinkedIn, or Instagram.
- Example: Someone visits your SaaS pricing page but doesn’t sign up. Later, they see your display ad on LinkedIn offering a “Free 14-Day Trial.”
- Remarketing: Uses email campaigns to re-engage prospects or customers who already gave you their contact info.
- Example: A user signed up for your newsletter but didn’t upgrade to a paid plan. You send an email: “Upgrade today and unlock premium features with 20% off.”
2. Target Audience
- Retargeting:
- Broader audience pool.
- Typically anonymous visitors tracked via cookies or pixels.
- Includes people who:
- Visited your website.
- Engaged with your content or ads.
- Looked at specific products/features.
- Remarketing:
- Narrower, known audience (email subscribers, past customers, leads).
- More personalized since you have direct contact info.
- Includes:
- Cart abandoners (eCommerce).
- Free trial users (SaaS).
- Past customers who haven’t repurchased in a while.
3. Goals
- Retargeting Goals:
- Increase brand visibility.
- Bring anonymous visitors back to the website.
- Nudge top-of-funnel and mid-funnel leads to take action.
- Great for awareness and consideration stages of the buyer’s journey.
- Remarketing Goals:
- Deepen relationships with existing leads/customers.
- Drive conversions through personalized offers.
- Encourage upsells, cross-sells, and renewals.
- Best suited for consideration and decision stages.
4. Practical Example
Let’s use your eCommerce example, but we’ll also add a SaaS perspective for clarity:
- Ecommerce Example:
- Retargeting: Show a Facebook ad offering free shipping to someone who left a product in the cart.
- Remarketing: Send an email 1 hour later with a 10% discount code reminding them their cart is waiting.
- Result: The combination boosted conversions by 25% because the ad kept the brand visible, and the email added urgency + value.
- SaaS Example:
- Retargeting: Run LinkedIn ads showing case studies to people who visited your pricing page but didn’t sign up.
- Remarketing: Send a personalized onboarding email to trial users: “Here’s how to get the most out of your free trial.”
- Result: Retargeting keeps your software top-of-mind, while remarketing helps prospects experience real value, leading to more paid sign-ups.
5. Key Differences at a Glance
| Aspect | Retargeting (Ads) | Remarketing (Email) |
|---|---|---|
| Channel | Paid ads (Google, FB, LinkedIn) | Email campaigns |
| Audience Type | Anonymous visitors (cookies, pixels) | Known leads/customers (email list) |
| Stage of Funnel | Awareness + Consideration | Consideration + Decision + Retention |
| Message Style | Broad but targeted (offers, reminders, awareness) | Personalized and relationship-driven |
| Goal | Drive return visits, brand recall | Convert, upsell, and retain customers |
| Example | “See this product again — now with free shipping.” | “Your cart is waiting — here’s 10% off if you check out today.” |
In Short
- Retargeting = Ads for anonymous visitors. Keeps your brand visible and brings people back.
- Remarketing = Emails for known contacts. Builds relationships and nudges toward conversion.
When combined, they create a powerful re-engagement system: ads capture attention → emails close the deal.
Remarketing vs Retargeting in Google Ads
In the broader marketing world:
- Retargeting = Using paid ads to reach people who visited your site/app/content but didn’t convert.
- Remarketing = Using email to re-engage existing leads or customers.
But here’s the twist:
Google Ads uses the word “Remarketing” to describe what’s actually retargeting.
That’s why the confusion exists.
How Google Defines “Remarketing”
In Google Ads, remarketing = showing ads (display, video, search, shopping) to people who interacted with your website, app, or YouTube channel before.
It’s essentially their branding for retargeting.
Examples in Google Ads
- Display Remarketing (Retargeting in practice):
- A visitor checks your SaaS pricing page but leaves.
- Google shows them banner ads across the Display Network (millions of partner websites).
- Message could be: “Still considering? Try our Free 14-Day Trial.”
- YouTube Remarketing:
- Someone watched your YouTube explainer video but didn’t subscribe or visit your site.
- Later, they see a video ad or banner overlay reminding them of your product.
- Search Remarketing (RLSA):
- A user visited your landing page earlier but didn’t convert.
- When they later search for related terms on Google, you show them higher-bid ads since they’re already warm leads.
- Dynamic Remarketing (for eCommerce):
- Someone looked at running shoes on your site.
- They later see a banner ad showing the exact same shoes, plus related suggestions.
Why Google Uses “Remarketing” Instead of “Retargeting”
- Historical reason: When Google introduced this feature around 2010, the industry was still experimenting with naming. Google adopted “remarketing” as the official term.
- Branding consistency: Google bundled email-like and ad-based re-engagement under the same umbrella. Over time, most of the world shifted to calling ads “retargeting,” but Google stuck with “remarketing.”
Key Difference in Google’s World vs Industry Norms
| Term | Industry Norms | Google Ads Usage |
|---|---|---|
| Retargeting | Ad-based re-engagement via pixels, cookies, or audiences. | Called Remarketing |
| Remarketing | Email-based re-engagement with known leads/customers. | Google doesn’t focus on email, but uses the word “Remarketing” for ads |
So, in practice:
- If you’re running Google Ads → “Remarketing campaign” = what most marketers would call a Retargeting campaign.
Practical Tip for Marketers
When you’re reporting or discussing with clients/teams:
- If you’re inside Google Ads: Use their terminology (remarketing).
- If you’re talking strategy in general marketing terms: Clarify that Google’s “remarketing” = industry “retargeting.”
Example script to avoid confusion:
“We’re setting up a Google Remarketing campaign which essentially means retargeting ads that follow your audience across the Display Network.”
Remarketing vs Retargeting in Facebook
Retargeting on Facebook
This is about reaching people who’ve already interacted with your brand in some way, but through Facebook’s tracking tools (Pixel + in-platform engagement).
How it works:
- The Facebook Pixel on your website tracks visits, page views, product views, and cart activity.
- Engagement data comes from Facebook itself — people who watched your videos, liked a post, clicked an ad, or opened a lead form.
- You then build custom audiences based on this behavior and show them relevant ads.
Examples:
- Someone visits your SaaS pricing page but doesn’t book a demo → You retarget them with an ad: “See how companies like yours saved 20% costs with [Your SaaS].”
- Someone watches 50% of your explainer video → You retarget them with an offer ad: “Book your free trial today.”
Remarketing on Facebook
This usually refers to targeting existing leads or customers using uploaded data. Instead of relying on pixel or in-platform activity, you use your CRM or email list.
How it works:
- Upload your customer list (emails, phone numbers, etc.) into Facebook.
- Facebook matches these contacts to their profiles.
- You run ads specifically to this group.
Examples:
- Upload a list of trial users who didn’t upgrade → Show them “Upgrade now and get 20% off your first year.”
- Upload past buyers → Run ads for cross-sells, upsells, or renewal campaigns.
- Upload newsletter subscribers → Run ads about your new product launch.
Key Differences: Facebook Retargeting vs Remarketing
| Factor | Retargeting | Remarketing |
|---|---|---|
| Data Source | Pixel tracking + Facebook engagement | CRM/email list upload |
| Audience | Website visitors, ad/video engagers, social interactions | Past customers, leads, subscribers |
| Goal | Convert warm traffic into leads/customers | Re-engage existing or lapsed customers |
| Example Ad | “Still thinking about us? Book a demo today.” | “Hey [Name], renew your plan with 10% off.” |
Work Insight
B2B companies often run a two-layer approach on Facebook:
- Retargeting Layer: Bring back recent website visitors with demo or free trial ads.
- Remarketing Layer: Upload CRM data (past trial users, inactive leads) and show targeted reactivation ads.
This combination warms up cold leads while re-engaging past ones — creating a continuous cycle of conversions.
Key Differences in Simple Terms
Retargeting = ads that follow people online after they interact with you (visit your site, view a video, click an ad).
Remarketing = re-engagement via owned contacts (emails/phone numbers) — usually through email, but also by uploading lists to ad platforms.
Google Ads quirk = Google calls its ad-based retargeting “remarketing.” Same thing, different label.
How they actually differ (side-by-side)
| Dimension | Retargeting (Ads) | Remarketing (Contacts) |
|---|---|---|
| Channel | Display, YouTube, Facebook/Instagram, LinkedIn, X, programmatic | Email primarily; also “Customer List” ads after uploading CRM data |
| Data Source | Cookies/pixels, app events, platform engagement (video views, page follows) | First-party lists: subscribers, leads, trial users, customers |
| Audience Identity | Often anonymous (you don’t know their email) | Known people (you have their contact info) |
| Personalisation | Moderate (based on pages viewed, events) | High (life-cycle stage, plan, MRR, last action) |
| Speed to Launch | Fast (add pixel, build audiences) | Slower (collect consented emails, clean lists) |
| Best For | Bringing warm visitors back; awareness → consideration | Nudging known leads/customers to act; consideration → decision → retention |
| Core KPIs | CTR, view-throughs, cost/return visit, assisted conversions | Open rate, CTR, reply/upgrade rate, revenue per send |
Google Ads’ terminology (the famous quirk)
In everyday marketing, retargeting = ads and remarketing = email.
Inside Google Ads, the features that show ads to past visitors are branded Remarketing:
- Display “Remarketing” (what most call retargeting): banners to past visitors.
- YouTube “Remarketing”: video ads to viewers/visitors.
- RLSA (Remarketing Lists for Search Ads): change bids/messages on Google Search for past visitors.
- Dynamic Remarketing (ecom): auto-render the exact product someone viewed.
So when you build reports, speak both languages:
- “In Google Ads, we launched Remarketing (i.e., retargeting) to pricing-page visitors.”
When to use which (decision guide)
- No email list yet? Start with retargeting to rescue abandoning visitors and keep your brand visible.
- Have a CRM/ESP? Layer remarketing to personalize by stage (trialists, POCs, churned, upgraders).
- Sales-assisted B2B? Use retargeting for air cover (case-study ads to pricing-page visitors) + remarketing sequences for trials, evaluations, procurement.
- Ecommerce? Pair retargeting (cart/product viewers) with remarketing (abandoned-cart emails, win-backs).
Practical plays you can copy
B2B SaaS
- Retargeting (ads):
- Audience: pricing page + “book demo” abandoners (7–30 days).
- Creative: testimonial short videos, 3-bullet ROI banners.
- CTA: “Book a 15-min demo.”
- Remarketing (email + customer lists):
- Sequence to trial users: Day 0 quick-start, Day 2 value moment, Day 5 case study, Day 9 upgrade incentive.
- Upload trial-but-no-use and stalled POC lists to Meta/LinkedIn for list-based ads that mirror the email message.
Ecommerce
- Retargeting (ads):
- Product viewers → dynamic product ads; cart abandoners → free shipping/urgency.
- Remarketing (email/SMS):
- 1-hour reminder, 24-hour incentive, 72-hour last-chance; win-back at 45–60 days.
Messaging examples
- Retargeting (SaaS, LinkedIn):
“Still comparing CRMs? See how RevOps teams cut follow-up time by 40%. Book a 15-min demo.” - Remarketing (SaaS, email subject):
“Pratham, activate your pipeline scorer in 3 clicks (trial tip inside).” - Retargeting (Ecom, display):
“Your cart’s waiting. Checkout in 2 clicks — free shipping today.” - Remarketing (Ecom, email preheader):
“We saved your size. Extra 10% off ends midnight.”
Measurement that matters
- Retargeting: reach & frequency, CTR, cost per return visit, view-through conversions, last-click vs. assisted conversions, incremental lift tests.
- Remarketing: deliverability, open/unique click, conversion/upgrade rate, revenue per recipient, churn/unsubscribe rate.
Tip: test first screen copy and CTA first; they move the needle most.
Common pitfalls to avoid
- Over-frequency: Cap impressions (e.g., 3–5/day) to prevent ad fatigue.
- Audience overlap: Exclude recent converters so you don’t pester new customers.
- Weak sequencing: Don’t show the same generic ad/email for 30 days; progress the story (pain → proof → offer).
- Consent/compliance:
- Retargeting needs proper cookie consent (GDPR/CCPA).
- Remarketing lists must be consented; hash uploads; honour opt-outs.
A simple test plan
- Retargeting: A/B two creatives — “Outcome” vs “Feature” headline.
- Remarketing email: A/B “Time to value” subject vs “Social proof” subject.
- Landing page: Short vs long (add FAQs + proof).
- Scale the winners; pause the laggards; refresh creatives every 3–4 weeks.
Conclusion
Whether you call it retargeting or remarketing, the end goal is the same: don’t let potential or past customers forget you. The most effective strategy often combines both. Retargeting keeps your brand visible in the short term, while remarketing nurtures leads for the long run.
If you’re running ads but not seeing conversions, you might be missing out on retargeting and remarketing strategies. I can help you set up campaigns that actually bring people back and turn them into paying customers.
Contact me today to build smarter retargeting and remarketing campaigns that drive real results.
