‘How well do retargeting campaigns work?’, ‘What do retargeting stats say?’ and ‘Which medium should I use for retargeting?’ are a few of the questions marketers come across while working on a retargeting ad campaign.
The latest retargeting stats reveal that 77% of marketers run retargeting campaigns to retrieve lost leads.
The most eye-catching part is retargeting can increase the conversion rates by 150%, and its efficiency rate is 1,046% compared to other marketing strategies.
We have compiled a comprehensive list of retargeting that will help marketers get a closer look at how retargeting works and how they can optimize their efforts.
Retargeting Statistics 2024: Top Picks
- 77% of marketers use retargeting on Facebook and Instagram to regain potential clients as of 2024.
- 20% of the marketers have a dedicated budget for retargeting campaigns.
- 54% of the marketers stated that return on investment is the most effective KPI for retargeting.
- There is a four times increase in ad engagement after running a retargeting campaign.
- Retargeting can reduce cart abandonment rates by at least 6.5%.
- Retargeting ads are ten times more effective than display ads.
- 80% of marketers run a retargeting campaign on Social media to get back their consumers.
- 80% of the retail marketers reported email retargeting as their greatest consumer retention source.
- 55% of marketers cited using email retargeting to boost their sales.
- Mobile app retargeting helps users to boost conversion rates by 38%.
- 86% of marketers have already started using AI to retarget and optimize their conversion funnels.
General Retargeting Statistics for 2024
- As we enter 2024, 20% of the marketers have a dedicated retargeting budget.
At the same time, 50% of the marketers said they plan to invest more in retargeting. This increased interest of marketers towards retargeting is due to the high Returns on investment.
Source: Invesp.
- 70% of marketers use retargeting to increase brand awareness.
A survey by IAB states that brand awareness is the primary objective of B2B and B2C brands using retargeting. The second main objective stated by the brands is social engagement (62%) and driving sales.
Source: IAB.
- Site retargeting is one of the most used retargeting types.
There are four main types of retargeting, and 87.9% of marketers use site retargeting. Search retargeting is the second most used type, followed by email and creative retargeting.
Here are further details about the percentage of marketers that use different types of retargeting techniques:
| Type of retargeting technique | Percentage of marketers using it (Total) | Percentage of Agencies using it | Percentage of Brands using it |
|---|---|---|---|
| Site retargeting | 87.9% | 87.4% | 89.0% |
| Search retargeting | 64.9% | 68.8% | 54.9% |
| email retargeting | 26.1% | 22.5% | 35.2% |
| creative retargeting | 29.8% | 32.9% | 22% |
| Other | 3.1% | 3.0% | 3.3% |
Source: Invesp.
- 56% of the survey respondents said that FBX is one of the retargeting tactics they use.
The percentage of marketers using FBX retargeting tactics increased by 15% compared to the previous survey. In the previous survey, only 41% of the respondents said they used the FBX retargeting strategy.
Source: Invesp.
- Experts recommend allotting 10% to 40% of the prospect budget on retargeting.
Retargeting delivers attractive results but is not that affordable. Hence, marketers recommend spending 60% to 90% of the budget on prospecting and 10% to 40% on retargeting.
Source: Hawk Media
Retargeting benchmarks
- Search retargeting campaigns can help in increasing conversion rates by 150%.
This refers to retargeting users based on their keyword searches.
Source: Thrivemyway.
- The median conversion rate of retargeting campaigns is 3.8%.
It is significantly higher than the conversion rates of the prospecting campaigns (1.5%).
- Use a combination of Key metrics to measure results more effectively.
These key metrics include 1.) lead conversions, 2.) nurturing leads, 3.) view-through conversions, 4.) site visits, 5.) email open rates, and 6.) marketing qualified leads.
Source: Oracle.
- Over 50% of the marketers said that return on investment (ROI) is the most effective KPI for retargeting.
Retargeting Stats revealed that 40% of marketers rely on returns received from advertising spend. In comparison, 36% depend on cost per acquisition.
Here are further details about the KPIs considered the most effective by marketers for retargeting.
| KPI | Percentage of marketers that consider it to be most effective |
|---|---|
| Return on Investment (ROI) | 54% |
| Return on Advertisement Spend (ROAS) | 40% |
| Cost per acquisition (CPA) | 36% |
| Click-through rate (CTR) | 35% |
| Cost per click (CPC) | 29% |
| Click-through conversion (CTC) | 27% |
| Cost per thousand Impressions (CPM) | 25% |
| View-through conversion (VTC) | 16% |
Source: SharpSpring.
- Only 13% of the marketers are unsatisfied with their ability to measure ROI from retargeting.
Not being able to measure the ROI from a retargeting campaign is the job half done.
As ROI is one of the most important KPIs, 60% of the marketers were only moderately satisfied with their ability to measure their ROI from the retargeting campaign. On the other hand, 27% of marketers said that they were extremely satisfied.
Source: SharpSpring.
Retargeting effectiveness
- Retargeting can help to increase ad engagement rates up to 400%.
There is a four times increase in the engagement rate of the retargeted consumers compared to other consumers.
Source: Skai.
- Retargeting ads are ten times more effective than display ads.
The average click-through rate of the display ads is 0.07 percent, and that of the retargeted ad is around 0.7 percent. This leads to better conversion of online visitors.
Source: Meazy.
- Retargeting can reduce cart abandonment by 6.5%.
The average rate of cart abandonment per device is around 77.24% globally. Hence, 27% of the retail industry uses retargeting methods to decrease these rates to regain their customers. This has helped the brands to increase their sales by 20%.
Source: MotoCMS.
- With the help of retargeting methods, the users are more likely to get converted.
With the help of retargeting methods, the conversion rate of the users increases by 43% across all devices. 30% and 121% increase in the conversion rates of users from mobile devices and desktops was recorded.
Source: Criteo.
- Retargeting has an efficiency rate of 514%.
Retargeting is one of the most effective advertising placement strategies compared to audience targeting. As per the survey, retargeting led to an increase in trademark searches by 1,046%.
13.) Retargeting can help marketers to increase web traffic by 700%.
The retargeted consumers are likelier to click on the ad displayed due to the offers they receive or the new discounts provided on the product on the brand. This leads to a 7-time increase in web traffic to the brand’s website.
- The retargeting ads help acquire new consumers and increase the brand revenue by 33% each.
It also increases the web engagement minimum by 16% and improves brand awareness by 12%.
Source: Skai.
Social media retargeting statistics
- 77% of marketers use retargeting for their Facebook and Instagram accounts as an advertising strategy.
Most marketers focus on retargeting for Social media as it has high returns. They retarget the clients that have already shown interest in their business or have purchased products from them.
- 80% of small businesses use retargeting on social media.
In comparison, 73% of enterprises use retargeting on social media. This is because most small businesses use social media as their primary sales medium compared to enterprises that depend primarily on their websites.
- 57% of marketers think social media is the best location for retargeting ads.
This is no surprise, considering that social media platforms are one of the most visited places by internet users.
Source: Connection
- Using retargeting with other channels helps in selling 50% more stuff.
According to the experiment conducted by Connection, they were able to get 31 sales with a regular ad cost of €219.27, and on the other side, they sold 85 products using the Connect retarget that cost just €124.
This displays that retargeting a specific audience may result in more sales than randomly retargeting the clients.
Source: Connection
Facebook retargeting statistics
- Facebook retargeting helps in increasing the site visits by 726% over a time of 4 weeks.
Additionally, they also help increase the branded search by 1046%. This proves that using retargeting on Facebook highly increases the chances of converting visitors into consumers.
Source: Sotrender.
- 44% of Facebook user’s purchases are influenced by the ads they see on Social media.
At the same time, 26% of Facebook users who click on ads proceed to purchase the product.
Source: Sotrender.
- 95% of social media marketers prefer Facebook to advertise on.
This is because Facebook is the fastest-growing social media platform, with more than 3.03 billion monthly active users.
Besides, Facebook tools also play a major role in targeting the correct audience.
- 67% of the retargeters use Facebook exchange for online advertising.
FXN (a retargeting platform that helps advertisers display ads directly to active users) has helped most marketers target the correct audience. Facebook retargeting stats show that FXN retargeting works best, so 7 out of 10 marketers prefer to use it.
How does LinkedIn help in retargeting customers?
- The retargeting ads on LinkedIn can help increase the CTR rate by 30%.
Retargeting on LinkedIn provides extra opportunities to B2B businesses. Here are some effects of using retargeting ads on LinkedIn.
- Increase in click rate by 37% with contact targeting.
- 15% decrease in post-click cost per conversion.
- 32% higher post-click conversion rates.
Source: Ignite Visibility.
- LinkedIn leads to a 37% increase in CTR with the help of contacting targets.
At the same time, it also helps marketers decrease 14% post-click cost-per-conversion (CPC) with the help of website retargeting ads.
Source: Getuplead.
- 35% of the marketers reported that they use retargeting on LinkedIn.
LinkedIn is one of the best platforms for retargeting B2B businesses. It helps the business increase its sales through various LinkedIn advertising tools.
Source: Hubspot.
What role does Twitter play in retargeting?
- Twitter helped increase the Yemeksepeti app installs by 33% with the help of retargeting.
Yemeksepeti used the remarketing technique on Twitter to get the most out of the customers who have already interacted with their Twitter account. To boost their sales, they created a campaign on Twitter promoting the users to download their app, which resulted in the following:
- 33% additional app downloads.
- 67% increase in CTR rate.
- Decrease of 4% in cost per click.
Source: Twitter success stories.
- Almost half of the marketers prefer to use retargeting on Twitter.
Over 44% of marketers run a retargeting campaign on Twitter. This huge share is due to the support of Twitter in retargeting campaigns.
The cherry on top is that Twitter’s in-house tools make it easy for businesses to retarget consumers.
Source: Twitter.
- Twitter helped SiriusXM Canada, an audio entertainment company, increase tweet impressions by 2.15 million.
The company used the promoted trends on Twitter to increase their impressions, resulting in 8.9 million trend impressions and 24.2K engagements.
Source: Twitter success stories.
Paid search retargeting
- 46% of search engine marketing professionals think retargeting is the most underused online technique.
The retailers that use retargeting with display ads will likely have a 70% higher conversion rate. However, very few brands use this technique due to the higher costs.
Source: Invesp.
- The average CPC of retargeting on Google is between $0.66 and $1.23.
According to the retargeting stats, these CTC rates depend on various factors like the landing page experience, user experience, CTR, etc. Besides, the cost per click varies from $1 to $2 for Google search ads and is less than $1 for Google display ads.
Source: Webfx.
How Many marketers use Email retargeting?
- 80% of retail professionals quoted email marketing as their greatest driver of consumer retention.
Consumers prefer more personalized content. Hence, they are more likely to respond to email marketing campaigns that are personalized and customized according to their interests.
The combination of email retargeting and personalization helps marketers boost consumer retention and nurture leads.
Source: EMarketer.
- 55% of Marketers use Email retargeting to boost their sales.
Email retargeting is one of the top methods to retarget abandoned cart consumers. They help reengage your customers, achieve better click-through rates, and drive more sales.
Source: EMarketer.
- Marketers that use email retargeting have 200% conversion rates.
Email retargeting is more effective than email targeting. It helps to decrease the conversion time and increases the conversion rates by two times.
Source: Active Campaign.
- Email retargeting conversion rates help to increase the overall conversion rates by 10%.
This is because email retargeting campaigns target the right person at the right time, leading to increased conversion rates.
Source: AB Tasty.
- The retargeting email campaign of Food Panda became a success just with the help of two words: FREE DELIVERY.
Who dosent love getting a free delivery on the items their taste buds crave for? Food Panda used this simple trick to retarget their customers through email and convince them to try a new restaurant or a dish.
Source: AB Tasty.
B2B retargeting statistics
- B2B retargeting performs better than B2C targeting by 150%.
The B2B retargeting has 147% higher conversion rates than the B2C retargeting. This shows that retargeting is quite more accepted and effective in the B2B market.
Source: Kwanzoo.
- Retargeting helps B2B companies to increase their brand awareness by 71%.
Also, retargeting strategies helped the B2B businesses to improve their customer retention by 59% and sales drive.
Here are further details about the effects of retargeting on B2B businesses.
| B2B parameters | Percentage increase due to retargeting |
|---|---|
| Brand awareness | 71% |
| Customer retention | 59% |
| Social engagement | 58% |
| Sales drive | 55% |
| Lead generation | 39% |
Source: IAB
App retargeting Statistics
App retargeting helps users to remind users of forgotten apps with the help of display apps or other apps.
- App retargeting helps marketers boost conversion rates by 38%.
It also helps increase consumer retention rates by 30%, and the apps notice 62% more frequent visits. At the same time, a 224% increase in product browsing is observed due to app retargeting.
Source: Criteo.
- In North America, food and drinks have the highest retargeting adoption rate.
62% of the food and beverage apps in North America use retargeting to increase customer retention. Shopping rates follow behind with 52% of the retargeting adoption rate.
Here are further details related to the retargeting adoption rates in different industries in North America.
| Industry | Retargeting adoption rate |
|---|---|
| food and beverage apps | 62% |
| Shopping apps | 52% |
| social casino | 33% |
| finance | 24% |
| entertainment apps | 17% |
Source: AppsFlyer.
- 20% to 25% of the users abandon the apps after a single use every year.
Hundreds of apps are available in each category on the Play Store and Apple App Store, making it difficult for the brands to retain their users. That being said, only 31% to 39% of the users use an app more than ten times after downloading it.
Source: Upland.
- eCommerce retailers use the retargeting strategy the most to retain their app users.
27% of the ecommerce apps have adopted the app retargeting strategy. It is followed by the media industry, with the second-highest retargeting adoption rate.
Here are further details about the industries that have the highest app retargeting adoption rate worldwide.
| Industry | Retargeting app adoption rate |
|---|---|
| Retail | 27% |
| Media | 17% |
| Tech | 10% |
| Healthcare | 10% |
| Finance | 9% |
Source: Business of Apps.
- Retargeting strategy for Gaming apps can uplift the average revenue among paying users by 50%.
This is more than double the industry average. Hence, this can be seen as an opportunity for marketers to retain and monetize their apps.
Source: Remerge.
- 17.5% of the apps that run a retargeting campaign notice a 25% conversion rate.
The conversion rate of the apps mostly depends on their niche and target audience. Hence, very few apps notice huge changes in conversion rates after adopting retargeting techniques.
Source: Business of Apps.
Retargeting ads statistics
- 7.37% of the users that come across a retargeting ad respond to the special offers.
8.65% of the users are reminded to revisit the retailer’s website with the help of retargeted ads.
On the other hand, 46.15% of the users ignore the retargeted ads, and 37.82% said that the ads put them off.
Source: Invesp.
- Retargeted consumers are three times more likely to click on your ad than other users.
26% of the retargeted consumers will likely revisit the retailer’s site through the retargeted ad.
Source: Invesp.
- Onsite retargeting ads can convert 2 to 4% of the website visitors into leads and customers.
The customized exit pop-ups play a crucial role in increasing the conversion rates. These pop-ups appear as the consumer is about to leave and provide the customer with some coupon code or discount, leading to additional conversions.
Source: Monster Insights.
- 60% of small businesses and 39% of enterprises use retargeting in search engine advertising.
Large enterprises mostly use video and display ads for retargeting, while small businesses prefer social media ads.
58% of enterprises use video ads for retargeting, while only 27% of small businesses use it. On the other hand, 41% of enterprises use retargeting display ads, and only 27% of small businesses use them.
Source: Sharp Spring.
Retargeting ad software
- The global retargeting software market size is forecasted to reach $8.87 billion by the end of 2029.
In 2021, the global retargeting software market was valued at $2.9 billion. It is expected to grow at a 15% CAGR till 2029. The main drivers of the industry are the increased adoption rate of social media and cloud-based software.
Source: Business research insights.
- 39% of the top one million websites that use retargeting platforms use Facebook Custom Audiences.
This platform allows the brands to serve ads to visitors across all the Meta-owned channels like Instagram, Facebook, etc.
Here are further details about other top remarketing platforms used by the top 1 million sites worldwide.
| Remarketing Platform | Percentage of users |
|---|---|
| Facebook Custom Audiences | 39% |
| Google Remarketing | 31% |
| Bing Universal event tracking | 11% |
| Criteo | 8% |
| Twitter Ads | 5% |
| Other | 6% |
Source: Built with.
- Nearly two-thirds of websites use the Facebook Custom Audience platform.
61% of the websites use Facebook Custom Audience, while just 26% use Google Remarketing.
Here are further details about other technologies used for retargeting by websites worldwide.
| Retargeting Technology | Percentage of websites |
|---|---|
| Facebook Custom Audiences | 61% |
| Google Remarketing | 26% |
| Bing Universal Event Tracking | 4% |
| Criteo | 4% |
| Other | 5% |
Source: Built with.
- 45% of marketers consider access to the target audience as the top retargeting solution feature.
While purchasing a retargeting platform suitable for their needs, 41% of the B2B and 49% of the B2C marketers look for access to their desired consumer base.
At the same time, 48% of B2C marketers look for ease of use, and 42% of the marketers value strong customer service.
On the other hand, 41% of B2B marketers value customizability and 32% look for key considerations.
Source: SharpSpring.
- 47% of marketers say that retargeting platforms must improve their customer service.
At the same time, some marketers said that retargeting platforms must work on refining marketing and sales funnel.
Here are further details about what marketers think retargeting platforms must improve.
| Areas of improvement for retargeting platforms | Percentage of marketers |
|---|---|
| customer service | 47% |
| optimizing ad spend | 42% |
| defining marketing and sales funnels | 38% |
| streamlining the retargeting process | 38% |
| improving revenue attribution | 34% |
| Simplifying testing | 33% |
| Provide a comprehensive view of all efforts | 28% |
| Reducing Ad fraud | 20% |
Source: Sharp Spring.
How Consumers Feel About Retargeting
- 3 out of 4 consumers notice retargeted ads.
Out of those, 18.87% of the consumers reported feeling very concerned after coming across a targeted ad. On the opposite side, 10.05% of those consumers are not at all concerned.
Here are further details about the consumers who notice retargeted ads.
| Concern level | Percentage of consumers |
|---|---|
| Very concerned | 18.87% |
| Somewhat concerned | 34.80% |
| Neither concerned nor unconcerned | 29.41% |
| Somewhat unconcerned | 6.86% |
| Very unconcerned | 10.05% |
Source: Invesp.
- 37% of the consumers said that they clicked on the product shown because they liked the products shown.
At the same time, 28% said that they clicked on the ad as they already intended to visit a website, and 21% clicked on it because they wanted to learn more about the product.
When retargeted ads are personalized, the chances of conversion increase as the products displayed in the ads suit the taste of the consumers.
Source: Skai.
- Retargeting consumers who abandoned their cart can increase the conversion rate up to 26% from 8%.
70% of the consumers abandon their carts at some point during the checkout process. Out of these, only 8% of the consumers return to complete their purchase. But you can boost the percentage of consumers that return to 26% by using retargeting ads.
Source: Ready Cloud.
How is AI used in Retargeting?
- 88% of marketers use AI or are planning to use AI for optimizing their retargeting Campaigns.
AI and machine learning can greatly help optimize and create retargeting campaigns.
Considering their benefits, 86% of marketers have already used AI to optimize their advertising and conversion funnels. At the same time, 82% use AI to optimize for specific KPIs.
Source: Sharp Spring.
- AI-powered retargeting can help in displaying highly relevant and targeted ads.
AI helps in retargeting by Analyzing the range of data points. It analyzes the consumers browsing behavior, demographic information, and purchase history.
Source: Aspiration Marketing.
Retargeting Challenges
- The retargeting Challenges for B2B and B2C marketers differ according to the industry.
38% and 36% of B2B markers cite resources and brand image as their top two retargeting challenges.
At the same time, B2C marketers cited ad fraud (43%) and attribution (37%) as their top two retargeting challenges.
Source: Convince&Convert.
- 34% of marketers said not having an app is the biggest challenge in mobile retargeting.
Other major challenges in mobile retargeting were not having a mobile site and unreliable mobile analytics.
Here are further details about the top challenges faced by marketers during mobile retargeting.
| Challenges in Mobile Retargeting | Percentage of marketers |
|---|---|
| Not having an app | 34% |
| Not having a mobile site | 27% |
| Not liking mobile ad UX | 24% |
| Unreliable mobile analytics | 17% |
| Not believing their customers are mobile | 13% |
Source: Creadits.
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FAQs
Retargeting is also called remarketing. It is an online marketing or advertising technique targeting consumers who have interacted with your brand or shown interest in it through social media or websites.
Retargeting allows marketers to bring back potential clients or consumers who have left your site without converting or meeting a marketing goal. This is done by using cookies and targeting consumers who have abandoned their cart or shown interest in your products.
Retargeting helps reach 98% of the consumers who have left your site without purchasing. Plus, it helps increase conversion rates by 1.5 times and boosts the ROI.
Users who click the retargeting ads are 70% more likely to convert and become consumers. Further, the efficiency rate of retargeted ads is 1,046% compared to other ad strategies.
The average CTR of the retargeted ads is recorded to be 0.7%, while that of the display ads is 0.07%. Hence, the click-through rate for the retargeting ads is ten times more than that of the display ads.
Retargeting can increase conversion rates by up to 150% and ad engagement rates by up to 400%. They also help increase the website’s web traffic by 700% and reduce cart abandonment by 6.5%.
