What Is a Remarketing List?

A remarketing list is a collection of data about users who have interacted with a website or mobile application but did not complete a purchase or specific action. This list is used to target these users with specific ads tailored to their interactions with the site, in an effort to bring them back and convert them into customers. Remarketing lists are crucial tools in digital marketing campaigns, allowing for highly targeted and personalized advertising efforts based on past user behavior.

Creating and Managing Remarketing Lists

1. Data Collection

The first step in creating a remarketing list is data collection. This involves tracking visitors’ activities on a website using cookies or similar technologies. The data collected can include pages visited, items added to a shopping cart, time spent on the site, and more. This information helps in segmenting users based on their level of engagement or interest.

2. Segmentation

Effective remarketing lists are often segmented based on specific behaviors or interactions. For example, one list might include users who abandoned their shopping carts, while another might target those who viewed product details but did not make a purchase. Segmenting lists allows marketers to tailor their messaging and offers more precisely.

3. Integration with Advertising Platforms

Once created, remarketing lists are typically integrated with advertising platforms such as Google Ads or Facebook Ads. These platforms use the lists to serve targeted ads to past visitors across various online locations, from search results to social media feeds and beyond.

Benefits of Using Remarketing Lists

  1. Increased Conversion Rates: By targeting individuals who have already shown interest in your products or services, remarketing lists can significantly increase the chances of conversions.
  2. Cost-Effectiveness: Remarketing allows for more efficient use of advertising budgets, as it focuses on users who are more likely to purchase rather than targeting new and unengaged audiences.
  3. Personalized Marketing: Remarketing lists enable personalized marketing strategies that are more likely to resonate with users, based on their previous interactions with the brand.


Remarketing lists are powerful tools in the arsenal of digital marketers, enabling them to re-engage with potential customers who have previously shown interest in their offerings. By carefully creating and managing these lists, and integrating them with robust digital advertising strategies, businesses can maximize their advertising efforts, boost conversion rates, and ultimately enhance their ROI. The strategic use of remarketing lists can be a game-changer in achieving marketing success in the competitive digital landscape.