What is remarketing?

What is remarketing?

Target audiences, who are the people who have visited your website before, using remarketing lists with Universal Event Tracking.

When people look for products and services online, they rarely convert on their first visit. Instead, people visit a site, then check out competitors, compare prices... and sometimes just get distracted (in no particular order). About 96% of visitors leave websites without converting.

For a first time visitor, an average website has a bounce rate of over 60% and a shopping cart abandonment rate of over 70%. That's where remarketing comes in. With remarketing, advertisers are able to:

  • Appeal to all or a subset of visitors who did not convert
  • Exclude, upsell, or cross-sell to existing customers
  • Drive higher ROI (return on investment)

Remarketing lets you improve your return on investment by optimizing your campaigns for specific audiences, which are the people who have visited your website before.


For remarketing to work, Microsoft Advertising needs to be able to collect data from your website. This requires Universal Event Tracking (UET).

First you create a remarketing list to define the audience based on actions people take on your website, and then you create an association between the remarketing list and an ad group or campaign. There are two types of associations:

  • If you want to show your ads to people in the audience, you create a targeting association, and then optimize the ad group or campaign by adjusting bids, targeting ads, or broadening keywords.
  • If you're trying to prevent ads from displaying to certain audiences, you create an exclude association.

People will be added to the remarketing list as long as they meet your remarketing list definition. This is true regardless of whether or not they clicked on the ad or how they landed on your website (for example, from a search engine or a bookmarked site).

Next steps


Remarketing is just one of our audience targeting options.

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