Remarketing: definition, methods, best practices and alternatives « cookieless »

Why (re)talk about remarketing in 2025 – 2026?

You invest time and budget in deploying the best strategies to attract visitors to your website… And then the majority leave without converting. Remarketing (or retargeting) serves precisely to re-engage those who have already shown an interest in your brand (visit, analytical action, email opening, opt-in, etc.) in order to obtain a return, registration, sale or re-purchase.

In 2025, this is a pivotal lever in the digital mix: it maximizes the ROI of acquisition efforts, adapts to the “post-cookies” context, and increasingly relies on first-party/zero-party data, AI and opt-in channels.

Definition: remarketing vs. retargeting (simple clarification)

Retargeting

/ advertising retargeting /

Definition

Delivery of targeted ads to anonymous visitors, often via cookies or equivalents, to bring them back after a visit without conversion.

Audience

Anonymous visitors

Typical channel

Dynamic display banners

Example

Show the viewed product on other sites.

VS

Remarketing

/ audience reactivation /

Definition

All actions aimed at reactivating an already engaged audience: customers, identified leads or recent visitors.

Audience

Customers, leads, known visitors

Typical channels

Email, SMS, Web Push, CRM, social, display

Data base

First-party data, lists and consents.

The two terms are often mixed up, especially because Google Ads uses “remarketing” for its audience lists.

Shared intent

Re-engage someone already exposed to the brand to increase the probability of conversion.

In practice, the two terms are often confused (Google Ads uses « Remarketing » for its audience lists). Remember the common intention: to remarket to a person already exposed to the brand, in order to increase the probability of conversion.

Typical objectives (and how to measure them)

Visual performance summary by remarketing channel

Web Push Opt-in network

CTR

> 4 %

Conversion

> 10 %

ROI impact

Reach x3, reduced CPA

Email retargeting Opt-in base

CTR

15 – 25 %

Conversion

3 – 8 %

ROI impact

Very low cost/lead on an opt-in base

Display Remarketing Google

CTR

0,7 – 1,2 %

Conversion

2 – 5 %

ROI impact

+50 to +100% vs cold campaign

Social Retargeting Meta

CTR

1 – 3 %

Conversion

2 – 6 %

ROI impact

Strong in e-commerce (DPA)

RLSA Search

CTR

N/A

Conversion

+30 – 50 % vs standard Search

ROI impact

Optimized bids

• Convert first purchase / first contact. KPIs: conversion rate, CPA/ROAS, conversion time, share of assisted conversions.
• Reactivate dormant customers / increase purchase frequency. KPI: re-purchase rate, CLV, RFM, incremental revenue.
• Generate registrations (demo, trial, event, newsletter). KPI: registration rate, cost per qualified lead, post-registration activation rate.
• Educate/nurture in a long cycle (B2B, automotive, education). KPI: stage progression (MQL→SQL), content engagement, cycle time, influenced pipeline.

Steps to a successful remarketing campaign

The steps of a successful remarketing campaign

1. 01

   Scoping

   Set a clear direction

   Define one SMART objective per campaign, then connect it to measurable KPIs.

   • Conversion, CTR, CPA/ROAS, repeat purchase.
   • View-through if the journey justifies it.
2. 02

   Segmentation

   Segment your audiences

   Create useful lists that are precise enough to adapt the message without making the campaign unreadable.

   • 30-day visitors, cart abandoners, category readers.
   • 90-day inactive customers, leads who downloaded a guide.
3. 03

   Orchestration

   Choose the right channels

   Select the mix based on segment value, intent and activation cost.

   • Display/YouTube, Social, Email/SMS, Web Push.
   • Marketing automation, CRM onboarding, Customer Match.
4. 04

   Data

   Set up tracking & compliance

   Secure measurement before launch, with clear consent governance.

   • Tags/pixels, push script, UTM.
   • Consent Mode, hashing, preference page, fresh data.
5. 05

   Creation

   Create contextualized messages

   Align the offer, visual and CTA with each audience’s real behavior.

   • Dynamic creatives, social proof, segmented offers.
   • Clear CTAs, frequency capping, native formats by channel.
6. 06

   Management

   Launch, analyze, optimize continuously

   Evolve the campaign based on business signals instead of freezing the initial plan.

   • A/B iterations: hooks, images, timing, offers.
   • Bid adjustments, budgets, exclusion of converters.

How can you measure the effectiveness of your remarketing campaigns?

Measuring incremental impact is key. Here are the KPIs to monitor based on your objective:

Objective	Main KPI	Secondary KPIs	Measurement tool
E-commerce conversion	ROAS / CPA	Recovered cart rate, incremental revenue	GA4, Google Ads, Meta Ads
Lead generation	Cost per qualified lead	Signup rate, conversion delay	CRM + UTM tracking
Retention / repeat purchase	CLV, repeat purchase rate	RFM, purchase frequency	CRM + segments comportementaux
Recall awareness	View-through conversions	Brand search uplift, memorization	GA4 + control group test
Drive-to-store	Incremental in-store visits	Scanned coupon/QR, offline revenue	Offline attribution (GCLID, QR)

Adrena’tips: Avoid limiting yourself to “last-click” metrics. Use a multi-touch attribution model (data-driven in GA4) to measure the actual contribution of each remarketing channel in the conversion funnel.

Remarketing channels: strengths, limitations and use cases

Comparison of remarketing channels

Ads

Display/YouTube

Google Ads

Strengths

Massive reach, visual/video formats, RLSA

Weaknesses

Post-cookie constraints, perceived pressure if poorly paced

Best use cases

Abandoned cart, product follow-up, recall awareness

∞

Meta

Facebook / Instagram

Strengths

Engaging formats: stories, carousel, social signals

Weaknesses

Variable CPMs, depends on pixel and creative quality

Best use cases

E-commerce DPA, content follow-up, newsletter signup

in

LinkedIn Ads

B2B & ABM

Strengths

B2B targeting: role, industry, account, nurturing

Weaknesses

High CPCs, smaller audiences

Best use cases

SaaS demo, white paper, ABM

Email/SMS/Automation

Relationship marketing

Strengths

Direct relationship, rich personalization, low unit costs

Weaknesses

Requires opt-in, possible saturation

Best use cases

Abandoned cart, customer reactivation, nurturing

Web Push

Browser

Strengths

Native browser opt-in, real time, adblock bypass, cookieless

Weaknesses

Requires opt-in, short messages

Best use cases

Stock/price alerts, new content, targeted offers

CRM onboarding

Customer Match

Strengths

Large-scale first-party data activation

Weaknesses

Variable match rate, GDPR requirements

Best use cases

Dormant customer reactivation, VIP campaigns

Operational zooms

A. Google Ads (Display & RLSA)

1. Tagging (Google Tag/GA4) and audiences(all 30-day visitors, shopping cart abandonment, etc.).
2. Display campaigns targeting your lists; RLSA to adjust bids/search ads with existing visitors.
3. Responsive creatives (multiple assets) + capping (e.g. 5 impressions/user/7 days).
4. Optimization: placements, bids, extensions to YouTube if audience is large.

B. Web Push (browser)

1. Choose platform
2. Collect opt-in (native browser window): up to ~15% opt-in rate, often much higher than email
3. Segment by behavior(page views, categories, shopping cart…).
4. Scenarios: abandoned cart trigger, stock/price alert, new content, J-X promo.
5. Measures: high CTR and read rates.
6. Key benefits: not blocked by adblockers, 100% brand safety (system notification), RGPD compliant with native opt-in.

C. CRM onboarding & Email/SMS

• Onboarding: upload encrypted lists (hashed emails), match rate 30-70% depending on platforms; target inactive 90 days, VIP, upsell.
• Email/SMS: workflows for abandonment, reactivation, post-purchase (cross-sell), event notifications. Benchmark retention: email retargeting remains a mainstay.

Best practices (2025)

1. Segment more finely (value, intent, recency, frequency, monetary).
2. Personalize (creative, offer, timing) according to context (product seen, category read, industry).
3. Control pressure (capping/inclusion days) to avoid irritation.
4. Renew creative (avoid banner blindness).
5. Test/iterate (A/B bidding CPC vs CPA, offer %, free shipping, message “social proof”…).
6. Track the right KPIs (CTR, conversions, CPA/ROAS, view-through where relevant, site return rate).
7. Experience first: useful, non-intrusive, exclude converts or switch to cross-sell.
8. Compliance by design (explicit consents, Consent Mode, unsubscribe links, preferences page).

Real-World Examples of Remarketing Strategies by Industry

Remarketing is not a one-size-fits-all approach: it adapts to the challenges, buying cycles, and behaviors specific to each industry. Here are some operational scenarios by industry.

Sector	Trigger	Recommended channel	Sample message	Target KPI
E-commerce / Fashion	Cart abandonment or viewed product page	Web Push + Email + Dynamic Display	“Your selection is waiting — 10% off for 24h”	Recovered cart rate, ROAS
Travel / Tourism	Destination search without booking	Display Remarketing + Web Push	“Last seats Paris-Lisbon at -30%”	Incremental booking, CPA
Banking / Insurance	Unfinished online simulation	Email + Web Push + RLSA	“Your simulation is ready — An advisor is available”	Qualified leads, appointments booked
B2B / SaaS	Pricing page visit or white paper download	LinkedIn Ads + Email automation	“14-day free trial — No credit card”	MQL → SQL, activation rate
Retail	Viewed category or unclicked promotion	Web Push + Display local	“Flash promo this weekend in your store”	Drive-to-store visits, incremental revenue
Media / Publishers	Reader inactive for 14 days	Web Push + Email	“3 articles you missed this week”	Return rate, page views

Example of Web Push Remarketing by Industry

Examples of Web Push notifications for acquiring new prospects

Google Chrome … ×

VM

Your selection is waiting — 10% off for 24h

Complete your cart before tonight and enjoy your discount.

velora-mode.example/panier

Claim 10% off View selection

E-commerce / Fashion

Frequent errors & quick fixes

Problem	Impact	Recommended fix
Unclear objective	Impossible optimization, diluted budget	1 SMART objective / campaign + prioritized KPIs
Audience too broad/old	Low relevance, high CPA	Precise segments + recency ≤ 15–30 days (depending on cycle)
Overexposure	Irritation, lower CTR, negative image	Capping (e.g. 3/day), limited inclusion window
Forgetting to exclude converters	Budget waste, customer frustration	Exclusion lists + cross-sell scenarios
Generic creatives	Low perceived relevance	DCO, social proof, clear benefits by segment
No iteration	Eroding performance	A/B creatives/offers/channels every 2–4 weeks
Neglected compliance	Legal risk, loss of trust	Explicit opt-ins, CMP, consent logs, Consent Mode

Trends 2025: « cookieless », AI and omnichannel

1) After third-party cookies, first-party/zero-party resilience

• Safari/Firefox already block third-party cookies; Chrome is gradually phasing them out.
• Response: first-party data, loyalty programs, zero-party (declarative preferences), CDP to unify & activate in real time.
• Contextual targeting (boosted by AI) + alternative IDs (Customer Match, UID 2.0, Topics API) depending on your legal framework and resources.

2) AI & machine learning everywhere

• Predictive segmentation and scoring, DCO (dynamic creative), intelligent auctions.
• Typical gains reported by 2025 benchmarks: +CTR and +post-click conversions with AI.
• Ethics/transparency: don’t over-customize to the point of being perceived as intrusive.

3) Omnichannel & unified customer journey

• Synchronize email / push / social / display / search / offline.
• Automatically stop pressure when a conversion occurs elsewhere.
• Cross-device via logged ecosystems (Google/Meta/LinkedIn).
• Phygital: drive-to-store & online↔offline attribution.

4) Privacy = competitive advantage

• Explicit consent, UI without dark patterns, clear preferences, compliant partners (IAB TCF, Consent Mode).
• Reference: reinforced obligations.

Tools & platforms (2025 toolbox)

• Google Ads (Display, YouTube, RLSA, Customer Match).
• Meta Ads (Facebook/Instagram, DPA, Stories).
• LinkedIn Ads (B2B, ABM, Lead Gen Forms).
• Criteo, AdRoll (programmatic retargeting).
• Email/SMS & automation: HubSpot, Klaviyo, Mailchimp, Sendinblue, SFMC.
• Web Push: Adrenalead (collection, segmentation, campaigns, audience network).
• Analytics & attribution: GA4, attribution models, Mixpanel/Amplitude, Data connectors.

Web Push by Adrenalead (powerful alternative & RGPD compliant)

Totally decoupled from browsing and free from any delivery medium, the notification is sent by the browser and appears directly on your audience’s screen. The subscriber doesn’t need to be on your site; they simply need to be connected to the Internet (Wi-Fi/4G). Ephemeral, it disappears after a few seconds: a low-intrusive format that subscribers appreciate. Retargeting your audience has never been so easy!

The problems that remarketing fixes
by Web Push Notification

Common problem	What Web Push brings
Third-party cookies blocked or disappearing	Native browser identifier, without third-party cookies
Adblockers that block banners	System notification — not blocked by extensions
Emails ignored or filtered as spam	Immediate on-screen display, click rate up to 2× higher
Uncontrolled marketing pressure	Controlled frequency, one-click unsubscribe
Ad fraud	Direct user ↔ brand link, without opaque intermediary
GDPR non-compliance	Explicit browser consent (choice-first format)

Adrenalead’s Web Push audience remarketing offer:

1. An Internet user visits your site.
2. He is recognized if he is part of the opt-in subscriber base of Adrenalead’s advertising network.
3. They receive a notification presenting your offer.
4. Each click redirects to the URL of your choice. Bonus: access to qualified audience segments (e.g. clickers from your campaign, visitors to your site who have subscribed to the network).

Why it’s a “new ROI Eldorado”? Adrenalead combines collection/sending technology with exclusive audience extension (network of over 60 million opt-ins). Results seen with e-retailers: reach x3 (up to +200% reach) vs. traditional methods, average CTR >4%, conversion rate >10%-with brand image preservation and compliance. → In plain English: 3× more chance of converting a qualified lead, with no third-party cookies, and a respectful, measurable experience.

Smarter, more responsible remarketing… and better performance

Remarketing in 2025 is no longer the simple banner that “follows everywhere”: it’s an omnichannel, data-driven, privacy-friendly orchestration boosted by AI. The end of third-party cookies is forcing a salutary mutation: first-party/zero-party data, contextual targeting, alternative IDs, opt-in channels. In this evolution, Web Push Notification – in particular the Adrenalead offering – is emerging as a performance gas pedal: real-time, RGPD-ready, brand safety, high engagement, independent of cookies and adblockers.

It’s up to you: apply the objective → segment → channel → message → measurement → iteration method, activate relevant scenarios, and pilot your budgets based on incremental results. You’ll be better able to turn your almost convinced “” visitors into customers – and your customers into followers.

Frequently asked questions about remarketing

Remarketing vs retargeting: what’s the difference?

• Retargeting: primarily re-engages anonymous visitors via display/social channels, often historically cookie-based.
• Remarketing: covers all re-engagement channels, including email/SMS, Web Push, Customer Match, and more, relying more heavily on first-party data.

How can you make your first remarketing campaign successful?

• Set one clear objective.
• Segment your audiences.
• Choose 1–2 relevant channels, such as Google Display + Web Push.
• Set up tags/UTMs/Consent Mode.
• Create segment-specific messages and cap the frequency.
• Track CTR / Conv. / CPA and iterate weekly.

Which remarketing tools should you prioritize?

• Reach: Google Ads/YouTube, Meta.
• B2B: LinkedIn Ads.
• First-party activation: Customer Match & CRM onboarding.
• Real-time direct opt-in: Web Push, such as Adrenalead.
• Retention: Email/SMS + automation.
• Measurement: GA4 + attribution.

How can you use data to improve performance?

• Behavioral segments, such as pages, events, and recency; CRM segments, such as RFM, inactive users, and VIPs; and zero-party data, such as preferences.
• Use UTMs everywhere, and track ROAS/CPA + view-through when relevant.
• Identify the optimal frequency before saturation.
• Test competing offers, such as discount vs shipping.
• Activate AI for DCO/Smart Bidding.

Does remarketing really increase conversions?

Yes, because it targets audiences that have already shown interest. 2025 benchmarks: up to +150% conversions compared with cold campaigns, higher CTR than standard banners, and lower cart abandonment. The impact depends on execution quality, including segmentation, creative, pressure, and channel mix.

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