Remarketing 101

Contributor, April 5, 2017

What is Remarketing?

Remarketing is a type of digital advertising which allows marketers to present an advertisement to web users whom have previously engaged with either the desktop or mobile version of their website.

How Can I Begin Remarketing My Website Visitors?

In order to conduct a remarketing campaign, a website owner/marketer is required to build a list of users/visitors who have previously visited their website.  This user list is constructed by inserting a remarketing pixel across all of the pages of a website (or just specific ones of your choosing) in order to identify the visitors that can be targeted at a later opportunity.

Technically, this remarketing pixel is a small piece of HTML code which is placed across the website to monitor activities. The pixel also has the capability to collect and record information about sales transactions which can be useful to analyze advertising and sales performance via digital marketing.

By doing this, visitors can be re-engaged across the internet by targeting the relevant pixel(s)/audience through a remarketing campaign.

Remarketing has many benefits including:

  • Presenting a diversity of varying and creating calls-to-action messages which can to motivate a return visit to your website (flash sales, discounts, added benefits)
  • Acting as a reminder to purchase an item they previously showed interest in
  • Serving as a call-to-action to spur a return visit to complete a transaction for goods or services
  • Presenting potentially interested users with a relevant and appealing offer

How to Implement Pixels

The easiest way marketers is by using a platform called Google Tag Manager (GTM).  In case you are unaware, GTM is a tag creation platform which allows to create and launch pixels in addition to the ability to track many different metrics across Google Analytics and Google AdWords.

Once your website has been configured to pass information to the pixel, these pixels can be fired in numerous ways, but most commonly they are triggered by passing through shopping cart sales transactions and website visits.  All of the aforementioned actions can be tracked in order to gain a wider scope of the sales funnel and to reach users that have taken a specific action on the website.

If you are interested in learning how to use Google Tag Manager (GTM) to implement a pixel, click here –

To view the entire funnel, you can use the following query string variables from the pixel’s unique code:

Quantity (qty=) – Control how DBM marks conversions when they occur.

Order ID (ord+) – Specify the unique identifiers which translate the individual transactions that have occurred, e.g., Purchase ID

Cost (cost=) – Pass the total amount of revenue generated from an individual transaction to DBM.

Once the aforementioned string variables have been transferred through to DBM, users can access the information in the General report and in the Order ID report, and it can be used for further smart purchase based retargeting.



Remarketing is an incredibly effective method for engaging visitors of your website. The ability to retarget website users whom have showed intent to purchase items, interest to convert on your landing pages or simply represent the right demographics or metrics for a potential long-term visitor to your site, is a highly powerful tool in a marketer’s arsenal to motivate a return visit.  Never before has it been so easy to use remarketing for branding and sales purposes.

If you have any questions about remarketing or would like to discuss how we can assist you and your company to begin using remarketing within your digital advertising, please feel free to contact us and we would be more than happy to assist you in meeting your digital goals.