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Retargeting Guide

Launch Your First
Retargeting
Campaign.

A practical walkthrough for setting up and running your first retargeting campaign on Topple.

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Identify the audience you want to bring back

Retargeting re-engages people who have already visited your site or interacted with your brand — and did not convert on their first visit. Before setting up a campaign, decide which segment of visitors you are trying to bring back.

Site Visitors

Anyone who visited your website during a defined lookback window. The broadest retargeting audience — useful for brand reinforcement and driving return visits.

Product Viewers

Visitors who viewed specific product pages. These are higher-intent than general visitors — they engaged with specific offerings.

Active Shoppers

Visitors who added items to a cart or began a checkout process but did not complete a purchase. The highest-intent retargeting segment.

Cart Abandoners

Visitors who specifically abandoned a cart with items in it. This is the most direct signal of purchase intent and typically the highest-converting retargeting audience.

Install your tracking pixel

Retargeting requires the Topple pixel to be installed on your website. The pixel captures visitor data and conversion events, building the audience pools your retargeting campaign will run against.

If you have already run a prospecting campaign with the pixel installed, you may already have an audience built. If the pixel is new, you will need to allow time for your site traffic to populate an audience pool before a retargeting campaign can deliver meaningfully.

Install the pixel before any prospecting campaigns run — not after. Retroactive audience data is not available for traffic that occurred before the pixel was active.

Create retargeting-specific creative

Retargeting creative should not be identical to your prospecting creative. The audience has already seen your brand — the creative should reflect that and move them forward rather than starting over from awareness.

For general visitors

Reinforce the brand and the value proposition. Remind them why they came, and give them a reason to return.

For product viewers

Reference the specific interest they showed. If they viewed a product category, speak directly to it.

For cart abandoners

Be direct. They had clear intent. A compelling offer or a simple reminder can be enough to bring them back to complete the purchase.

Launch, monitor conversions, and optimize

Once your retargeting campaign is live, the Topple dashboard shows delivery, clicks, and conversion events. Because retargeting audiences are smaller than prospecting audiences, campaign volume will be lower — this is expected.

Focus on conversion rate rather than impression volume. The audience you are reaching has already shown interest — a high conversion rate on a smaller audience is the goal of a retargeting campaign, not broad reach.

Questions

Questions,
answered.

How many visitors do I need before I can run retargeting?
The audience needs to be large enough for the campaign to deliver. Very low-traffic sites may take longer to build a retargeting audience of meaningful size. There’s no universal minimum, but a campaign running against a very small audience will have limited delivery. Running a prospecting campaign first to drive site traffic is the most effective way to build a retargeting pool quickly.
Can I retarget cart abandoners specifically?
Yes — with the Topple pixel installed and cart events configured, you can define a retargeting audience of visitors who added items to a cart without completing a purchase. This requires the pixel to be set up to capture cart events, not just page views.
How long should I run a retargeting campaign?
Retargeting campaigns should run as long as you have active site traffic feeding the audience pool. A retargeting campaign running against a static, fixed audience will exhaust that audience over time — especially if frequency caps are set appropriately. Continuous site traffic from prospecting campaigns keeps the retargeting pool fresh.
What is a lookback window in retargeting?
A lookback window defines how far back in time a visitor’s session counts toward your retargeting audience. A 30-day lookback window includes anyone who visited your site in the past 30 days. Longer windows create larger audiences; shorter windows create smaller, more recent audiences. The right window depends on your sales cycle — a considered-purchase product may warrant a longer window than a fast-moving consumer product.
Bring Them Back

Reach visitors
who already
know you.

Launch a retargeting campaign on Topple and re-engage high-intent visitors — the people who have already shown interest in your brand and are most likely to convert.

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