Remarketing and audiences that respect consent
Reaching people who visited your store again works, but only with their consent. We explain how to do it properly.
Updated: 26/09/2026
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Remarketing means showing ads to people who have already visited your store. It works because it targets people who have already shown interest. But it depends on cookies and pixels that require consent.
Consent first
- Advertising pixels (Google Ads, Meta, TikTok…) must not load until the user accepts.
- With Google products, Consent Mode v2 passes the user’s decision to their tags. Without it, Google limits audience and measurement features for European traffic.
- The cookie notice must let users accept, reject and configure with the same effort.
Your own audiences
Your customers and subscribers, with their consent, are the most valuable audience. You can use it for email campaigns and, with the appropriate legal basis, to build audiences on advertising platforms.
Segments that work
- Viewed a product and did not buy.
- Added to cart and did not buy.
- Bought a replenishable product a while ago.
- High-value customers, for new arrivals.
Frequency: a product chasing the user all over the internet for a month creates rejection. Cap the frequency and duration, and exclude people who have already bought.
Less dependence on cookies
Email, SEO, content and a good shopping experience do not depend on third-party cookies. They are the foundation; remarketing is a complement.
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