Retargeting is not a single strategy. It is a collection of specialized techniques designed to re-engage users based on how, where, and why they interacted with your brand.

Different user behaviors require different retargeting approaches. A visitor who read a blog post should not see the same ads as someone who abandoned a cart.

Modern platforms such as Google Ads, Meta Platforms, Inc., and YouTube support multiple forms of retargeting to match each stage of the customer journey.

In 2026, successful advertisers combine several retargeting types into a unified, privacy-compliant system.

This article explains the five main types of retargeting, how each works, and when to use them.

Overview of the Main Types of Retargeting

The most widely used retargeting types are:

1. Website retargeting

2. App retargeting

3. Search retargeting

4. CRM / customer list retargeting

5. Dynamic retargeting

Each serves a different strategic purpose.

1. Website Retargeting

What Is Website Retargeting?

Website retargeting shows ads to people who have previously visited your website.

It is the most common form of retargeting.

Tracking is done through:

• Pixels

• Cookies

• First-party identifiers

How Website Retargeting Works

1. User visits your site

2. Pixel records activity

3. User joins an audience

4. Ads appear on other sites and apps

This reconnects lost visitors.

Common Website Retargeting Audiences

• All visitors

• Product viewers

• Pricing page visitors

• Blog readers

• Cart abandoners

Each group has different intent.

Best Use Cases

Website retargeting works best for:

• E-commerce stores

• Service businesses

• SaaS platforms

• Content websites

It covers most industries.

Advantages

• Easy to set up

• Large audience pools

• High flexibility

• Works across platforms

Limitations

• Cookie restrictions

• Smaller audiences

• Privacy consent issues

2. App Retargeting

What Is App Retargeting?

App retargeting targets users who have installed and used your mobile app.

It focuses on in-app behavior.

How App Retargeting Works

Tracking relies on:

• SDKs

• Mobile device IDs

• App events

Examples of tracked actions:

• App opens

• Purchases

• Level completions

• Feature usage

Common App Retargeting Audiences

• Inactive users

• Non-paying users

• Trial users

• High-value users

• Churn-risk users

Best Use Cases

App retargeting is ideal for:

• Gaming apps

• Fintech apps

• Fitness apps

• Streaming apps

• Productivity tools

Advantages

• Precise behavioral data

• Strong personalization

• High engagement potential

Limitations

• Technical setup

• Platform restrictions

• Dependency on SDKs

3. Search Retargeting

What Is Search Retargeting?

Search retargeting targets users based on previous search behavior.

It allows advertisers to modify bids and ads for past visitors when they search again.

This is often called RLSA (Remarketing Lists for Search Ads).

How Search Retargeting Works

1. User visits your site

2. Joins retargeting list

3. Later searches related keywords

4. You show tailored ads

It connects browsing and intent.

Common Search Retargeting Audiences

• Past visitors

• Lead form starters

• Trial users

• Past buyers

Best Use Cases

Search retargeting works best for:

• High-consideration products

• B2B services

• SaaS subscriptions

• Financial services

Advantages

• High purchase intent

• Strong conversion rates

• Keyword-level control

Limitations

• Requires search volume

• Limited scale

• Higher CPCs

4. CRM / Customer List Retargeting

What Is CRM Retargeting?

CRM retargeting uses first-party customer data to target known users.

Advertisers upload customer lists to ad platforms.

These lists include:

• Email addresses

• Phone numbers

• Customer IDs

How CRM Retargeting Works

1. Upload hashed data

2. Platform matches users

3. Matched users join audience

4. Ads are delivered

Matching is privacy-protected.

Common CRM Retargeting Audiences

• Past customers

• Subscribers

• Trial users

• Leads

• Loyalty members

Best Use Cases

CRM retargeting is ideal for:

• Subscription services

• Membership programs

• SaaS companies

• Financial institutions

Advantages

• Highly accurate targeting

• Strong personalization

• Privacy-friendly

• Works without cookies

Limitations

• Requires clean data

• Matching rates vary

• Ongoing maintenance

5. Dynamic Retargeting

What Is Dynamic Retargeting?

Dynamic retargeting automatically shows users the exact products or services they viewed.

Ads are personalized in real time.

How Dynamic Retargeting Works

1. User views product

2. Product ID is tracked

3. Platform matches catalog

4. Personalized ad is generated

5. Ad displays with price and image

Everything is automated.

Common Dynamic Retargeting Formats

• Product carousels

• Personalized banners

• Collection ads

• Video product ads

Best Use Cases

Dynamic retargeting is ideal for:

• Online retailers

• Travel platforms

• Real estate portals

• Marketplaces

Advantages

• High relevance

• Strong conversion rates

• Automated scaling

• Lower manual work

Limitations

• Technical complexity

• Feed management

• Setup costs

Comparison of Retargeting Types

Each type serves different goals.

Additional Retargeting Variations

Beyond the main five, modern marketers also use:

Engagement Retargeting

Targets:

• Video viewers

• Social engagers

• Email openers

Cross-Device Retargeting

Targets users across devices.

Sequential Retargeting

Delivers ads in stages.

Geo-Retargeting

Targets users by location history.

Predictive Retargeting

Uses AI to identify likely converters.

How to Combine Retargeting Types

The most effective strategies blend multiple types.

Example funnel:

1. Website retargeting → Re-engage visitors

2. Search retargeting → Capture intent

3. Dynamic retargeting → Drive purchase

4. CRM retargeting → Build loyalty

5. App retargeting → Increase retention

This creates full coverage.

Choosing the Right Retargeting Mix

Ask yourself:

• Do I have high website traffic? → Website

• Do I run an app? → App

• Do users research heavily? → Search

• Do I have customer data? → CRM

• Do I sell many products? → Dynamic

Your resources determine priority.

Industry-Based Recommendations

E-Commerce

Primary: Dynamic + Website
Secondary: CRM

SaaS

Primary: Search + Website
Secondary: CRM

Mobile Apps

Primary: App
Secondary: Website

B2B Services

Primary: Search + CRM
Secondary: Website

Marketplaces

Primary: Dynamic
Secondary: Website

Common Mistakes with Retargeting Types

• Using only website retargeting

• Ignoring CRM data

• Avoiding dynamic ads

• Poor segmentation

• No sequencing strategy

Diversification improves results.

Privacy Considerations by Type

Compliance must be managed.

Future of Retargeting Types

By 2028, expect growth in:

• AI-driven hybrid retargeting

• Consent-based personalization

• On-device processing

• Zero-party targeting

• Unified identity systems

Traditional silos will disappear.

Best Practices

• Start simple

• Add complexity gradually

• Maintain clean data

• Test combinations

• Monitor overlaps

• Optimize continuously

• Respect privacy

Balanced systems perform best.

Conclusion

Retargeting is not a one-size-fits-all tactic. Website, app, search, CRM, and dynamic retargeting each play a unique role in guiding users through the buying journey.

In 2026, the most successful advertisers use multiple retargeting types together, supported by strong first-party data and intelligent automation. By matching the right retargeting method to each audience segment, businesses maximize relevance, improve conversions, and build long-term customer relationships.

Understanding these different types is the foundation of advanced, profitable digital marketing.