10 Statistics That'll Make You Consider Retargeting [Research]

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By Carol Soriano on September 27, 2017
Carol Soriano
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Retargeting can be a powerful digital marketing tactic, allowing you to track your past website visitors wherever they go across the internet.

While you may be using other effective forms of online marketing such as content marketing, paid search, or social media ads, retargeting is an important complementary strategy to these.

When all other strategies fail to make a customer out of your website visitors, it is retargeting that gives you a second, third, fourth chance to re-engage that prospective customer.

AdRoll said that in general, only 2% of shoppers convert on the first visit to an online store. The goal of retargeting is to bring back the other 98%.

If you’re doing online advertising and still not convinced to implement retargeting, here are ten statistics that will make you reconsider.


25% of online viewers enjoy seeing retargeted ads. [Source]

Online viewers are open to being served retargeted ads. While the majority of them (60%) remain neutral about seeing retargeted ads, 25% enjoy them because they are reminded of products and services they were looking at previously.


Website visitors who are retargeted with display ads are more likely to convert by 70%. [Source]

Prospects or potential customers usually browse numerous websites as part of their research. They consume various content to help them make a decision. Retargeting gives them a little push towards your brand. When a prospect sees a retargeting ad, there’s a 70% chance that they’ll purchase your product over your competitor’s.


Three of five online viewers notice and consider ads showing products they viewed from another page. [Source]

As customers are becoming savvier, they’ve found ways to block out these ads, whether through ad blockers or sheer effort. However, retargeting display ads are a different story, as they remind visitors of products and services they’ve shown an interest to in the past.


The click-through rate (CTR) of a retargeted ad is 10 times higher than the CTR of a typical display ad. [Source

The engagement advertisers can get from retargeting is significantly larger. While the average CTR for display ads is 0.07%, the average for retargeting ads is 0.7%. This means that retargeting campaigns perform 10 times better than regular display banners, and offers better opportunities to convert website visitors, compared to other digital advertising strategies.


91% of marketers who have used retargeting have found it to perform the same as or better than search, email, or other display ads. [Source

Out of 1000 marketers surveyed by the Interactive Advertising Bureau (IAB), 92% found retargeting to perform the same as or better than search, 91% for email, and 92% for other display advertising.

Marketers vouch for the effectiveness of retargeting ads, and numerous case experiences have shown the high probability of conversion.


Compared to other placement strategies, retargeting generated the highest lift in business name searches by 1,046%. [Source

The stat is part of the results of a comScore study analyzing 103 campaigns from 39 different advertisers covering 7 industries. Retargeting was the most effective ad placement strategy compared to audience targeting (514%), contextual targeting (130%), efficiency pricing (100%), premium pricing (300%), or Run-of-Network (RON) (126%).

This empirical evidence validates the effectiveness and efficiency of retargeting ads towards increasing conversion rates and overall profit. However, for marketers to continue benefiting from this powerful strategy, it must be implemented responsibly and consider the privacy and security of consumers.


68% of marketing agencies and 49% of brands have a dedicated budget for retargeting. [Source]

When almost seven in ten agencies and close to one in two brands are allocating budgets for a particular marketing strategy, you just know that it is effective. This is a sign of growth in spending for retargeting as well, considering that in 2013, only 20% marketers had a dedicated retargeting budget.

But, as mobile devices and digital technologies have already become a critical part of people’s day-to-day lives, marketers can no longer ignore the effectivity of retargeting. As such, more businesses and brands are turning to the strategy to increase sales and profit.


35% of marketers turn to search retargeting primarily to increase brand awareness. [Source

According to a survey of 227 marketing professionals, brand revenue (23%) and acquiring new customers (11%) are important goals, but increasing brand awareness at 35% is their number one retargeting objective.


While retail remains at the top of the verticals that use retargeting at 27%, more and more industries are incorporating the strategy.  [Source] 

Retargeting essentially began in retail, which explains why the majority of the verticals that use the tactic still comes from e-commerce websites and retail brands.

However, a study by the IAB has shown that retargeting is no longer just a tool for online shopping sites, as organizations in various industries like media (17%), tech (10%), healthcare (9%), finance (8%), education/government (5%), agencies (4%), and travel (4%) are now using the marketing strategy.


30% of consumers have a positive or very positive reaction to retargeted ads, while only 11% feel negatively about them. [Source

Be at ease, marketers. More consumers feel positively than negatively towards retargeting ads. 30% are positive about retargeting ads, while only 11% feel negatively about them. The rest (59%) had a neutral reaction. Whatever their reaction may be, the chance of them converting into an actual customer is still high.

Furthermore, as consumers become used to this form of personalized marketing, they’ll understand that it will benefit them in the long run. It can help them while shopping around the internet, as it provides suggestions for products or services they may have overlooked in the process.


With these statistics on how effective retargeting can be, it’s clear that the marketing strategy is an excellent way to nurture customer interest, increase brand awareness, drive traffic back to your website, and ultimately, improve conversions.

B2B Guide to Retargeting: How to Bring Quality Leads Back To Your Site

Topics: Paid Advertising

Carol Soriano

About Carol Soriano

Carol is the only girl among the content strategists of Spiralytics. Her varied career included exciting stints as a news researcher, creative TV writer, and web news producer. This lady enjoys reading books, watching indie films, and procrastinating her life away. She does her best content ideas on bus rides to work and in between EverWing games.

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