/ Marketing
What is retargeting and is it worth it?
Showing ads to people who already visited your site. Cheap, high-converting, and worth it once you have traffic.
/ 01
The short version
Most visitors don't convert first time. Retargeting is how you get a second chance.
/ 02
What actually matters
- • Needs a pixel installed and enough traffic to build an audience.
- • Cheapest ad spend you'll do per conversion.
- • Cap frequency — people get annoyed fast.
- • Exclude people who already bought or enquired.
- • Works best with a specific offer, not generic brand ads.
/ 03
The bit most people get wrong
Retargeting takes credit for conversions that would have happened anyway. Judge it on incremental lift, not raw attributed sales.
/ 04
What to do next
Install the Meta and Google pixels now, even if you're not advertising yet — you're building the audience for later.
/ 05
Where RIOT fits in
We're a small Colchester studio helping UK SMBs get retargeting right without agency waste or freelancer flake. If you've read this far and you want a second opinion on your specific setup, book a 20-minute call and we'll tell you honestly whether it's worth doing anything at all.
We work with clients across Essex, Suffolk, London and the wider UK — and remotely with brands abroad. No lock-in, no monthly retainer minimums, no pretending your problem is bigger than it is.
/ FAQs
Common questions
How much traffic do I need?
Around 1,000 monthly visitors to make it viable.
Is it GDPR compliant?
With proper cookie consent, yes.
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