What is the digital marketing strategy that tracks users across the web?

The digital marketing strategy that tracks users across the web is called retargeting, also known as remarketing. It is a form of online advertising that involves displaying targeted ads to users who have previously visited your website or interacted with your brand online. This is done by tracking users' online behavior using cookies or other tracking technologies.

How Retargeting Works

Retargeting works by placing a small piece of code, called a cookie, on a user's computer or mobile device when they visit your website. This cookie allows advertisers to track the user's online activity, such as the websites they visit and the products they view. Advertisers can then use this information to display targeted ads to the user on other websites that they visit.

Benefits of Retargeting

Retargeting can be a very effective way to reach your target audience and increase conversions. Here are some of the benefits of retargeting:

• Increased brand awareness: Retargeting can help you stay top-of-mind with potential customers by reminding them of your brand.

• Improved conversion rates: Retargeting can help you increase conversion rates by targeting users who are most likely to be interested in your products or services.

• Lower advertising costs: Retargeting can be a cost-effective way to reach your target audience because you are only paying for ads that are seen by people who are already interested in your brand.

Examples of Retargeting

Here are some examples of how retargeting is used:

• An e-commerce store might retarget users who have abandoned their shopping carts.

• A travel website might retarget users who have searched for flights to a particular destination.

• A software company might retarget users who have downloaded a white paper from their website.

How to Get Started with Retargeting

If you are interested in using retargeting to reach your target audience, there are a few things you need to do:

• Set up a retargeting account: There are several different retargeting platforms available, such as Google Ads, AdRoll, and Criteo.

• Install a retargeting pixel: Once you have set up a retargeting account, you will need to install a retargeting pixel on your website. This pixel will track users' online behavior and allow you to target them with ads.

Create targeted ad campaigns: Once you have installed a retargeting pixel, you can start creating targeted ad campaigns. These campaigns will be shown to users who have previously visited your website or interacted with your brand online.