Retargeting converts 2-4x better. Use 3-30 day windows. Balance with prospecting—can't scale forever.
By The Ad Spend
Serving ads to people who previously visited your website, used your app, or engaged with your content. Also called remarketing on Google.
Formula
Ads to previous visitors/engagers
Benchmark range
Retargeting: 2-4x higher conversion rates than prospecting. Website visitors perform best at 3-30 days old.
Why it matters
Retargeting converts better because people already know you. But it's a shrinking pool—you can't scale retargeting indefinitely. Balance retargeting efficiency with prospecting volume. iOS 14 reduced retargeting audiences by 30-50%.
