Lesson objectives
- Explain pixel-based and list-based audiences
- Understand the limits of retargeting
Two main approaches
- Pixel/tag-based: a platform's tracking code records visits so you can advertise to those visitors later.
- List-based: you upload customer or subscriber lists (where permitted) and the platform matches them to its users.
Limits to expect
Browser privacy features, consent choices and platform policies mean retargeting audiences are often smaller than your visitor numbers. Treat retargeting as a helpful layer, not a guarantee that everyone will see your follow-up.
Action steps
- Check which pixels are installed on your site
- Confirm your privacy policy covers them
Checklist
- Pixels installed intentionally
- Consent handled
- Privacy policy updated