Introduction
Retargeting platforms are essential tools in digital marketing that help businesses reengage visitors who previously interacted with their website but left without converting. By using behavioral data and tracking technologies, these platforms deliver personalized ads to potential customers as they browse other websites or use social media.
These ad solutions ensure that brands stay top-of-mind, increasing the likelihood of conversions. By delivering relevant messages at just the right time, retargeting helps close the gap between interest and action, nurturing prospects back into the sales funnel.
Retargeting spans across several channels—display ads, email marketing, social media, video, and even direct mail. The best platforms integrate seamlessly across these channels, providing marketers with multiple touchpoints to reengage lost traffic and boost ROI.
Main Takeaways from this Article:
- Retargeting platforms help recover lost leads by displaying personalized ads to previous website visitors.
- 2025’s best retargeting solutions support multichannel strategies: display ads, social media, video, email, and direct mail.
- LeadPost, Google Ads, Meta, and LinkedIn remain top choices, offering powerful targeting and integrations.
- Tools like Criteo, AdRoll, and HubSpot automate and optimize retargeting across the customer journey.
- Retargeting success depends on smart segmentation, personalized messaging, budget control, and testing.
What is Retargeting?
Retargeting is a digital advertising tactic that targets users who previously visited your website but didn’t convert. It works by using cookies or email identifiers to track visitors and serve them personalized ads across different platforms.
Businesses use retargeting to maintain brand awareness, recover lost conversions, and drive returning traffic. It’s a proven strategy for increasing customer engagement by delivering ads tailored to user behavior.
What Are Retargeting Platforms?
Retargeting platforms are advertising tools that help businesses serve ads specifically to users who’ve already interacted with their website, product pages, or content. They use tracking mechanisms like pixels or list uploads to build custom audiences.
These platforms play a critical role in digital marketing strategies by nurturing warm leads and shortening the sales cycle. They let marketers automate the process, optimize ad spend, and serve dynamic ads that reflect user interest.
The biggest benefits include increased brand recall, higher conversion rates, better ROI, and the ability to personalize outreach at scale.
Key Types of Retargeting Campaigns
Retargeting campaigns vary depending on the data source and customer behavior.
- Pixel-based retargeting. This method uses a tracking pixel placed on your website to anonymously follow visitors and serve them ads based on their actions (e.g., viewing a product).
- List-based retargeting. This strategy uses customer data, such as email lists, to show ads to known contacts across digital channels.
- Search retargeting. Targets users based on their previous search queries, even if they haven’t visited your site, helping reach in-market audiences.
- Dynamic retargeting. Displays personalized ads that feature the exact products or services a visitor viewed, ideal for ecommerce businesses.
- Social media retargeting. Uses platforms like Facebook, Instagram, and LinkedIn to retarget users through custom audiences and pixel tracking.
- Video retargeting. Engages users with video content based on previous website visits or video interactions, enhancing brand storytelling.
- Website visitor identification retargeting. Uses tools like LeadPost to identify anonymous visitors by IP or firmographic data and target them with personalized ads—even without a form fill.
- Email retargeting. Triggers personalized emails to users who engaged with your site or abandoned a cart, reminding them to return and convert.
The Top 11 Retargeting Platforms for 2025
Here are the best platforms to reengage your audience and drive conversions in 2025.
1. LeadPost. LeadPost identifies anonymous website visitors and enables brands to target them across channels like display ads, email, social media, and direct mail. Its data enrichment and lead capture tools allow for precise targeting based on firmographic and behavioral insights.
With easy integrations into CRMs and marketing platforms, LeadPost is perfect for B2B and B2C businesses aiming to convert unregistered traffic. It supports custom audience building and omnichannel retargeting—ideal for marketers who want full visibility into their funnel.
2. Google Ads Remarketing. Google’s powerful ecosystem allows you to retarget users across Search, YouTube, Gmail, and the Display Network. The platform supports dynamic remarketing for ecommerce and offers robust audience segmentation tools.
Its integration with Google Analytics helps optimize campaigns using real-time data. Google Ads is best for businesses wanting expansive reach and fine-tuned control over bidding and placement.
3. Meta Retargeting. Meta’s (formerly Facebook) retargeting tools enable advertisers to reach users on Facebook, Instagram, and Messenger. Using the Meta Pixel, businesses can retarget site visitors, video viewers, and app users with tailored ads.
Meta excels at visual storytelling and granular demographic targeting. Its native tools support carousel, video, and lead form ads—making it ideal for both DTC (direct-to-consumer) brands and lead gen campaigns.
4. LinkedIn Matched Audiences. LinkedIn is the top platform for B2B retargeting. Its Matched Audiences feature allows marketers to retarget visitors, upload contact lists, or reach decision-makers who visited your site.
With options to target by job title, company size, and industry, LinkedIn is perfect for ABM (Account-Based Marketing). It’s particularly effective for SaaS, recruitment, and enterprise-level services.
5. AdRoll. AdRoll supports multichannel retargeting across display, social, and email. It offers AI-driven audience segmentation and dynamic ads tailored to user behavior.
It integrates with major ecommerce platforms like Shopify and WooCommerce, making it ideal for DTC brands. AdRoll simplifies campaign management through an intuitive dashboard and automation tools.
6. Criteo. Criteo specializes in AI-powered dynamic retargeting, especially for ecommerce. Its technology uses real-time shopper intent data to deliver highly personalized ads across web and app channels.
Criteo’s Commerce Media Platform optimizes product recommendations and bidding strategies. It’s best for large-scale advertisers focused on sales growth and catalog-based targeting.
7. Mailchimp Retargeting. Mailchimp isn’t just for email—it also supports retargeting via Google, Facebook, and Instagram. Users can create lookalike audiences and retarget contacts with ads that align with email campaigns.
Ideal for small businesses, Mailchimp combines CRM, email, and ad tools into one platform. It’s great for businesses seeking unified messaging across owned and paid channels.
8. HubSpot. HubSpot’s CRM-driven ad targeting helps marketers serve retargeting ads across Google, Facebook, and LinkedIn. Using contact behavior, it enables smarter segmentation and campaign automation.
HubSpot is a strong choice for businesses already using its CRM, as it ties together inbound efforts and paid ads in a single platform, maximizing lead nurturing and conversion opportunities.
9. Instapage. Instapage offers landing page personalization and integrated retargeting features. It uses behavioral data to tailor landing experiences, and its ad-to-page personalization improves conversion rates.
With Google Ads and Facebook integrations, it’s great for retargeting visitors with consistent messaging from ad to post-click experience. Instapage is ideal for marketers focused on conversion rate optimization.
10. Marketing 360. Marketing 360 is an all-in-one marketing platform with retargeting capabilities built into its advertising suite. It enables retargeting via social media, search, and display ads.
Its user-friendly dashboard, CRM integration, and automation tools make it great for SMBs looking for centralized campaign management and clear attribution.
11. OptiMonk. OptiMonk specializes in onsite retargeting through smart popups and personalized messages triggered by user behavior. While it doesn’t serve display ads, it captures abandoning visitors before they leave.
With A/B testing and segmentation options, OptiMonk is perfect for ecommerce and content sites that want to recover conversions without needing external ad platforms.
How to Run Effective Retargeting Ad Campaigns
Here’s how to ensure your retargeting campaigns deliver results:
1. Segment Your Audiences for Better Targeting. Segment audiences based on specific actions like product views, cart abandonment, or time spent on site. Use analytics to refine targeting by interests or purchase intent. The more specific the segments, the more relevant the messaging.
2. Personalize Ad Messaging Based on Customer Journey. Match your messaging to where users are in the buying cycle. First-time visitors may need brand awareness ads, while return visitors may respond better to urgency or promotions. Personalization increases engagement and conversion rates.
3. Optimize Frequency & Budget Allocation. Avoid ad fatigue by limiting how often users see the same ad. Use data to adjust bidding strategies based on audience value, ensuring the best ROI while maintaining relevance.
4. Utilize Multi-Channel Retargeting. Use a combination of social media, display, email, and even direct mail to maintain visibility. LeadPost’s multi-channel tools help target users across platforms, ensuring your brand stays in their consideration set.
5. A/B Test Your Retargeting Ads for Maximum Performance. Test different creatives, messages, and calls-to-action to determine what resonates most. Use campaign analytics to tweak and refine your strategy for continuous improvement.
6. Invest in A Reliable Retargeting Ad Platform. Choose a platform that offers cross-channel targeting, automation, segmentation, and robust analytics. The right software empowers your team to scale and personalize without complexity.
Maximize Your ROI on Retargeting Campaigns with LeadPost
Retargeting platforms are essential to converting lost traffic into paying customers. They help businesses stay connected with potential buyers and improve marketing efficiency.
In 2025, tools like Google Ads, Meta, LinkedIn, and Criteo lead the charge, but LeadPost stands out for its ability to identify and retarget anonymous website visitors across multiple channels—something most platforms can’t do.
Try LeadPost for Free: https://client.leadpost.com/account/register
FAQs
What Is a Retargeting Platform?
A retargeting platform is a marketing tool that helps businesses reengage people who previously visited their website but didn’t convert. It tracks visitor behavior and delivers targeted ads across channels like display, email, and social media.
What Are the Top Retargeting Tools for Businesses?
Top retargeting tools in 2025 include LeadPost, Google Ads, Meta (Facebook), LinkedIn, AdRoll, and Criteo. Each offers unique features like dynamic ads, multichannel support, and CRM integrations to boost conversions.
Does Google Do Retargeting?
Yes, Google offers robust retargeting through Google Ads. Businesses can serve remarketing ads across the Google Display Network, YouTube, Gmail, and Search using visitor behavior data.
How Do Marketing Teams Use Retargeting?
Marketing teams use retargeting to serve personalized ads to previous website visitors. This helps reengage potential customers, increase conversions, and improve overall marketing ROI.