The End of the Wild West
Five years ago, you could track a user across the internet with pinpoint precision. You could see exactly what they looked at and follow them with ads for weeks.
Those days are gone. iOS updates, GDPR, CCPA, and the death of third-party cookies have changed the game. For high-risk industries, the scrutiny is even higher. Platforms often restrict retargeting audiences for sensitive categories. So how do you bring people back?
1. First-Party Data is King
If you can't rely on the pixel, you have to rely on your own data. This means prioritizing lead capture above all else.
Don't just ask for a sale on the first visit. Ask for an email or a phone number. Offer a discount, a guide, or entry into a giveaway. Once you have that contact info, you have "first-party data." You can upload this list to ad platforms (hashed for privacy) to create a custom audience. This is far more durable than pixel-based retargeting.
2. Contextual Retargeting
Instead of tracking the person, track the content.
If a user watches 50% of your video on Facebook, you can retarget them. This is "on-platform" data. The ad platform knows what the user did on their app, so privacy restrictions don't apply in the same way.
Build video funnels.
- Top of Funnel: A broad educational video.
- Middle of Funnel: Retarget viewers of Video 1 with a product demo.
- Bottom of Funnel: Retarget viewers of Video 2 with a direct offer.
3. The "Soft" Retargeting Approach
Aggressive retargeting ("You forgot this in your cart!") can feel creepy and can sometimes trigger policy flags if the product is sensitive.
Try a softer approach. Show them a new angle. If they looked at a product but didn't buy, show them a review of that product. Show them a lifestyle image. Remind them of the brand values. The goal is to stay top-of-mind, not to stalk them.
4. Diversify Your Channels
Don't rely on just one platform for retargeting. If someone visits your site, you should try to reach them via email (if you captured it), Meta, and Google Display.
But be careful with Google Display. It has very strict policies for "personalized advertising" in sensitive categories. Often, you cannot use standard remarketing lists for things like health or certain financial products. In these cases, focus on "similar audiences" or broad targeting with excellent creative, rather than direct user tracking.
Conclusion
Retargeting isn't dead, it just requires more finesse. By moving away from creepy tracking and toward first-party data and on-platform engagement, you can build a retention loop that is both effective and compliant.