Retargeted audiences help your brand stay connected with your past website visitors.

When you create a Retargeted audience, you’ll choose a data-collection period, and add a unique Pixel Script Code–also known as a retargeting tag–to your website’s header. Once that retargeting tag is installed, the Retargeted audience will capture any unique users who visit your website. You can target the Retargeted audience to help increase engagement by bringing past visitors back to your website, or block it to ensure that every dollar of your upper-funnel awareness campaigns goes toward driving new interest for your brand.

Refer to Create or manage a Retargeted audience for more information on how to create a Retargeted audience and obtain a Pixel Script Code.

All advertisers are eligible to create and target Retargeted audiences. The following conditions must also be met before an advertiser or campaign becomes eligible for Retargeted audience targeting:

*Audience type: Campaigns typically support targeting multiple audience types. Healthcare advertisers should note that a single campaign, however, can never target both NPI-based and non-NPI-based audiences. For example, a campaign can’t target a Retargeted audience consisting of your website’s past visitors if it’s already targeting an HCP Geofarmed audience.

** Audience creation date: While you can target or block a Retargeted audience that you created more than one year ago, we recommend creating a new one to ensure it includes the latest Reach data.

You can review a Retargeted audience’s status on the Retargeted Audience page of the Audiences app. Refer to Review a Retargeted audience for more information on how to access this page.

The data collection period will add users to the Retargeted audience during a set timeframe. For example, if you select “30 Days” on June 30th, we’ll add users who visit your website between July 1st and July 30th. If you run a campaign with this audience on August 30th, it’ll still contain users from the July 1st-30th timeframe. In other words, the Retargeted audience’s data collection period represents a snapshot of data over a fixed set of dates.

Refer to Create or manage a Retargeted audience for step-by-step instructions on choosing a data collection period.

In campaign reporting, Reach represents the number of unique individuals who were exposed to your ad. In Retargeted audiences, however, this metric represents the total targetable audience that you can potentially reach by targeting that particular audience. These are the users who visited your campaign’s website during the data collection period you chose and where a Pixel Script Code was installed.

Depending on a Retargeted audience’s Reach, you may need to target additional audiences to a campaign to help ensure that it has enough data to pace appropriately. Note that the actual addressable audience will also become smaller as you apply additional targeting rules and other settings to your campaign.

We recommend applying forecasting and reporting methods to determine whether a Retargeted campaign is expected to spend its budget in full. Refer to Other campaign targeting considerations to leverage your preferred tools in the Campaigns, Planner, Reports, and Insights app and right-size your Retargeted campaign strategy.

When you create a Retargeted audience, we’ll provide a unique Pixel Script Code–also known as a retargeting tag. You’ll need to integrate this code into your website’s header to begin capturing users for the audience. If another user will integrate the tag on your behalf, you can send the Pixel Script Code and step-by-step instructions to them directly from the IQM platform.

Refer to Create or manage a Retargeted audience for more information on how to complete this process.