What is the Digital Marketing Strategy That Tracks Users Across the Web?

You know that creepy feeling when you look at a pair of shoes online, and then suddenly those exact same shoes start following you everywhere?

You see them on Facebook. On YouTube. On random websites you visit.

It’s like the internet is reading your mind.

But here’s the thing: It’s not magic. It’s not mind-reading.

It’s a specific digital marketing strategy that over 77% of companies use to increase their sales.

Today, I’m going to show you exactly what this strategy is, how it works, and why it’s so incredibly effective.

Let’s dive in.

The Strategy: Retargeting (Also Known as Remarketing)

The digital marketing strategy that tracks users across the web is called retargeting.

Some people call it “remarketing” (especially Google), but it’s the same thing.

Here’s the simple definition:

Retargeting is a digital advertising strategy that shows ads to people who have already visited your website or interacted with your brand online.

Think of it like this: You meet someone at a party, but you don’t get their phone number. Retargeting is like having that person’s contact info automatically, so you can follow up with them later.

But instead of calling them, you show them relevant ads on other websites they visit.

Pretty clever, right?

How Retargeting Actually Works

Most people think retargeting is complicated. It’s not.

Here’s exactly how it works in three simple steps:

Step 1: Someone Visits Your Website

A potential customer lands on your website. Maybe they found you through Google, social media, or a friend’s recommendation.

They browse around, maybe look at your products or services, but they don’t buy anything.

This happens to 97% of website visitors, by the way.

Step 2: You Track Them (Legally)

When they visit your website, a tiny piece of code (called a “pixel” or “tracking pixel”) gets placed on their browser.

This pixel is invisible to the user. They can’t see it or feel it.

But it creates a digital “fingerprint” that identifies this person as someone who visited your website.

Step 3: You Show Them Ads Everywhere

Now, when this person visits other websites, social media platforms, or even YouTube, your ads appear.

It’s like having a digital billboard that follows them around the internet.

The Technical Stuff (Don’t Worry, It’s Simple)

The tracking happens through something called “cookies” – small data files stored in the user’s browser.

Here’s what gets tracked:

• Which pages they visited on your site
• How long they stayed
• What products they looked at
• Whether they added items to their cart

Platforms that make this possible include:

• Google Ads (through their Display Network)
• Facebook/Meta Pixel (for Facebook and Instagram ads)
• LinkedIn Insight Tag (for LinkedIn ads)
• Twitter Pixel (for Twitter ads)
• YouTube retargeting (through Google Ads)

The basic flow looks like this: Visit Website → Get Tracked → See Ads Elsewhere → (Hopefully) Come Back and Buy

Types of Retargeting: Not All Tracking is the Same

There are actually three main types of retargeting. Each one works differently:

Pixel-Based Retargeting (The Most Common)

This is what I described above. A pixel tracks website visitors and shows them ads later.

How it works: JavaScript code on your website drops a cookie in the visitor’s browser.

Best for: E-commerce stores, service businesses, anyone with a website.

Example: Someone visits your online store, looks at running shoes, leaves without buying. Later, they see ads for those exact running shoes on Facebook.

List-Based Retargeting (Super Targeted)

This uses customer data you already have, like email addresses or phone numbers.

How it works: You upload a list of customer emails to advertising platforms. The platforms match those emails to user accounts and show ads to those specific people.

Best for: Existing customers, email subscribers, past buyers.

Example: You upload your email list to Facebook. Your subscribers start seeing your ads in their Facebook feed, even if they haven’t visited your website recently.

Dynamic Retargeting (The Personalized Version)

This shows specific products or services that users viewed on your website.

How it works: The tracking pixel remembers exactly which products someone looked at and creates personalized ads featuring those products.

Best for: E-commerce with large product catalogs.

Example: Someone browses 5 different laptops on your electronics store. Later, they see an ad featuring those exact 5 laptops with current prices and availability.

Why Retargeting Works So Well (The Psychology Behind It)

Retargeting isn’t just effective by accident. It’s based on solid psychology.

Here’s why it works:

The Rule of 7

Marketing research shows that people need to see your brand 7 times before they make a purchase decision.

Retargeting ensures you get those 7 touchpoints without being pushy.

Warm Audiences Convert Better

Someone who has already visited your website is 70% more likely to convert than a complete stranger.

They already know who you are. They’ve shown interest in what you sell.

Retargeting targets these “warm” prospects instead of cold audiences who have never heard of you.

Higher ROI Than Cold Advertising

Here are some eye-opening statistics:

• Retargeted customers are 3x more likely to click on your ads
• Retargeting can increase conversion rates by up to 150%
• The average click-through rate for retargeted ads is 10x higher than regular display ads
• Retargeting campaigns typically have 5-10x better ROI than cold advertising

Brand Recall and Trust

When people see your brand repeatedly across different websites, it builds familiarity and trust.

This is called the “mere exposure effect” in psychology. The more people see something, the more they tend to like it.

Common Platforms That Use Retargeting

Almost every major advertising platform offers retargeting. Here are the big players:

Google Ads (The Biggest Network)

Google’s retargeting reaches over 90% of internet users worldwide through:

• Display Network: Ads on millions of websites
• YouTube: Video ads to people who visited your site
• Search Ads: Show ads when past visitors search for related terms
• Gmail: Ads in Gmail inboxes

Best for: Reaching the widest audience possible.

Facebook & Instagram (Meta Pixel)

Meta’s retargeting is incredibly sophisticated:

• Tracks visitors across Facebook, Instagram, and WhatsApp
• Creates “lookalike audiences” based on your website visitors
• Offers detailed demographic and interest targeting
• Integrates with Instagram Shopping and Facebook Shops

Best for: B2C businesses, visual products, social commerce.

Cross-Platform Solutions

These tools manage retargeting across multiple platforms:

AdRoll: Manages campaigns across Google, Facebook, Instagram, and email.

Criteo: Specializes in dynamic retargeting for e-commerce.

Perfect Audience: Cross-platform retargeting with advanced analytics.

Best for: Businesses that want unified retargeting across all platforms.

LinkedIn Ads (B2B Retargeting)

LinkedIn’s retargeting is perfect for B2B companies:

• Target by job title, company size, industry
• Reach decision-makers who visited your website
• Integrate with LinkedIn Sales Navigator

Best for: B2B services, professional software, business consulting.

Is Retargeting Ethical? (The Privacy Question)

Let’s address the elephant in the room: Is retargeting creepy or unethical?

The answer is: It depends on how you do it.

The Privacy Concerns

Some people feel uncomfortable being tracked across the internet. And they have valid concerns:

• They didn’t explicitly consent to being followed
• They don’t understand what data is being collected
• They worry about how their data is being used

Legal Requirements (GDPR and Privacy Laws)

If you’re doing retargeting, you need to follow privacy laws:

GDPR (Europe): Requires explicit consent before placing tracking cookies.

CCPA (California): Gives users the right to opt out of data selling.

Cookie Laws: Many countries require cookie consent notices.

How to Do Retargeting Ethically

Be Transparent: Tell users you’re using tracking pixels in your privacy policy.

Offer Opt-Outs: Give users a way to stop being retargeted.

Respect Frequency: Don’t bombard people with too many ads.

Provide Value: Make your retargeting ads helpful, not annoying.

Use Consent Tools: Implement proper cookie consent banners.

The bottom line: Retargeting is legal and ethical when done transparently and with user consent.

Other Strategies That Track Users (Beyond Retargeting)

Retargeting isn’t the only way businesses track users online. Here are other common strategies:

Cross-Device Tracking

This connects user behavior across multiple devices (phone, tablet, laptop).

How it works: Uses login data, device fingerprinting, and probabilistic matching to identify the same user across devices.

Example: You browse products on your phone during lunch, then see ads for those products on your laptop at home.

Conversion Tracking via UTM Parameters

UTM parameters are tags added to URLs that help track where traffic comes from.

How it works: Special codes in links track user journeys from email, social media, ads, etc.

Example: You click a link in an email, and the business knows exactly which email campaign brought you to their website.

CRM-Based Personalization

This uses customer relationship management data to personalize experiences.

How it works: Combines website behavior with purchase history, email interactions, and customer service data.

Example: A returning customer sees different content and offers based on their previous purchases and support interactions.

Frequently Asked Questions

What is the strategy called that tracks users after visiting a site?

The strategy is called retargeting (also known as remarketing). It uses tracking pixels and cookies to identify website visitors and show them targeted ads on other websites and platforms they visit later.

What’s the difference between retargeting and remarketing?

There’s no practical difference. “Retargeting” is the general industry term, while “remarketing” is what Google calls their version of the same strategy. Both refer to showing ads to people who have already interacted with your brand.

Is retargeting legal under GDPR?

Yes, retargeting is legal under GDPR, but only with proper user consent. You must clearly explain your tracking practices, get explicit consent before placing cookies, and provide easy opt-out options. Many websites now use cookie consent banners to comply with GDPR requirements.

How do companies follow me with ads?

Companies use tracking pixels (invisible code) placed on their websites that create cookies in your browser. These cookies identify you as a previous visitor when you browse other websites, triggering relevant ads to appear. The process is automated through advertising platforms like Google Ads and Facebook.

Conclusion: Retargeting is the Answer

So, what is the digital marketing strategy that tracks users across the web?

It’s retargeting.

Retargeting allows businesses to stay connected with potential customers who have shown interest but haven’t made a purchase yet.

Here’s what we covered:

Retargeting works by placing tracking pixels on websites that create cookies in visitors’ browsers. These cookies enable businesses to show targeted ads to previous visitors across various platforms and websites.

There are three main types: pixel-based retargeting (tracks website visitors), list-based retargeting (uses customer data), and dynamic retargeting (shows specific products viewed).

The strategy is highly effective because it targets warm audiences who already know your brand, resulting in higher conversion rates and better ROI than cold advertising.

Major platforms like Google Ads, Facebook, LinkedIn, and cross-platform solutions like AdRoll make retargeting accessible to businesses of all sizes.

When done ethically with proper consent and transparency, retargeting is a legal and powerful way to reconnect with potential customers.