How Google describes it
On 9 October 2026 we read Google Ads Help, in the page called "About your data segments". Google Ads uses the word remarketing for this. The page says remarketing is now called "your data". Google says you can use your data to re-engage people who have interacted with your brand or services on mobile or desktop.
The page names these places where past visitors can see your ads.
- The Google Display Network: websites and apps that show Google ads.
- Google Search: follow-up searches after people leave your site.
- YouTube: for people who interacted with your videos or channel.
- Customer Match: people who gave you their contact details and are signed in to Google.
Other platforms have their own versions. Names and options change, so read the help page of the platform you use.
A made-up example in rupees
Say an online shoe shop spends ₹20,000 on ads and brings 1,000 visitors. This is a made-up example. 30 buy. The other 970 leave. The shop now spends ₹5,000 on retargeting ads to those visitors. 8 of them buy later, each order worth ₹1,500.
- Sales from retargeting: 8 × ₹1,500 = ₹12,000.
- Spend: ₹5,000.
- ROAS (return on ad spend): ₹12,000 ÷ ₹5,000 = 2.4.
Look at this number with care. Some of those 8 may have come back on their own. To know for sure, keep one group of visitors out of the retargeting and compare.
Rules depend on the platform and the country
We do not state laws here, because rules on ad tracking and consent depend on the platform and the country. Check the platform's policy and take legal advice for your case. These are the Google points we read on 9 October 2026.
- The Google Ads Help page says you may disable the collection of your data for users who do not wish to see personalised ads.
- Google's personalised advertising policy names sensitive categories, such as alcohol, gambling, health, religious beliefs and negative financial status. It says audiences you build yourself cannot be used when you promote in those categories.
- The same policy says users under 18 are not eligible for personalised advertising of any kind.
Common mistakes
- Showing ads to people who already bought, as if they had not.
- Showing the same ad too many times. Set a limit. See reach and frequency.
- Keeping people on the list for months with no end date.
- Using a list that is too small to run properly.
- Counting every retargeted sale as new. Some would have come back on their own.
- Starting without a clear ask in the ad, such as a call, a visit or a discount.
Retargeting needs a steady stream of new visitors to work on. To plan both, see our performance marketing work.
Related terms
- Lookalike audience: new people who are similar to your existing customers.
- ROAS (return on ad spend): the sales you get for each rupee of ad spend.
- Attribution: deciding which source gets credit for a sale.
Sources
- Google Ads Help, "About your data segments" (support.google.com/google-ads/answer/2453998), read 9 October 2026.
- Google Advertising Policies Help, "Personalized advertising" (support.google.com/adspolicy/answer/143465), read 9 October 2026.
