Retargeting

Retargeting, also called remarketing, directs advertising towards people who previously interacted with a business, such as visitors to a product page. Google's audience documentation describes segments based on earlier website or customer interactions.[1] This differs from a lookalike audience, which seeks other people with similar characteristics.

For a store, decide which past action remains relevant and how long membership should last. Exclude completed purchasers where appropriate and limit needless repetition. A previous website click does not automatically authorise every advertising purpose. Attributed returning revenue also does not establish that all those purchases were caused by retargeting.