The digital marketing strategy that tracks users across the web is known as retargeting or remarketing. This technique allows marketers to display targeted ads to users who have previously visited their website or interacted with their online content, but did not complete a desired action (such as making a purchase or filling out a form).
How It Works:
Retargeting relies on tracking cookies or pixels placed on a user’s browser. These small pieces of code allow marketers to track users’ behavior as they navigate other websites or social media platforms. When a user visits a website, the pixel or cookie tracks their visit and stores data like the pages they viewed, the time spent on the site, and the actions they took (e.g., adding items to a shopping cart).
Later, when the user visits other websites or social media platforms, they will see ads related to the product or service they previously interacted with. This increases the chances of conversion, as the user is reminded of their prior interest and is nudged to complete the action they initially abandoned.
Platforms That Use Retargeting:

• Google Ads: Displays ads on Google search results or across its Display Network.
• Facebook & Instagram: Shows ads on social media platforms based on previous interactions with the brand.
• AdRoll, Criteo, and other platforms: Provide specialized remarketing tools that target users across different sites and networks.

Retargeting is highly effective in improving conversion rates and ROI, as it focuses on users already familiar with the brand or product.