What retargeting is
Most first-time visitors to your website do not convert on that visit. They may be early in their research, comparing options, or simply not ready to buy. Retargeting keeps your brand visible to those visitors as they continue browsing across the web — so when they are ready to act, your brand is top of mind.
Retargeting works by placing a small piece of code — called a tracking pixel — on your website. When a visitor arrives, the pixel records that visit using anonymized identifiers. Your advertising platform can then serve that visitor ads across publisher inventory for a defined period after their visit.
How the Topple pixel works
Install the Pixel
Place the Topple tracking pixel on every page of your website. The pixel is a small JavaScript snippet that loads with your page and records visitor activity.
Build Your Audience
As visitors arrive, the pixel builds an anonymized audience of people who have engaged with your site. You can segment this audience — all visitors, product page viewers, cart abandoners — to create more targeted campaigns.
Launch Your Campaign
Create a retargeting campaign in the Topple platform targeting your pixel audience. Your ads will serve to those visitors across Topple’s premium publisher network.
Measure Results
Topple’s conversion tracking connects ad clicks and views to actual purchases and conversions on your site, with a 90-day attribution window.
Types of retargeting on Topple
Reaches all visitors who landed on your website, regardless of what they viewed. The broadest retargeting audience — useful for brand visibility and keeping your name in front of interested consumers throughout their consideration process.
Targets visitors who added items to their cart but did not complete a purchase. This audience has demonstrated the clearest purchase intent, making it one of the highest-ROAS retargeting segments for e-commerce advertisers.
Measuring retargeting performance
Retargeting performance is measured the same way as any campaign on Topple — through conversion tracking, which connects ad clicks and views to actual conversions on your website. Key metrics include clicks, conversions, revenue attributed, and return on ad spend (ROAS).
For a full explanation of how to measure advertising performance:
Retargeting as part of a broader media strategy
Retargeting works best alongside prospecting campaigns. Prospecting reaches new audiences who have never encountered your brand. Retargeting recaptures the warm audiences those prospecting campaigns generate — the visitors who showed interest but haven’t yet converted.
The two campaign types are complementary: prospecting fills the top of your funnel with new interested visitors; retargeting converts more of them into customers.
