How to Retarget the Wrong Wayâ€‹ I am not ashamed to say that when I first started retargeting, I fell into the same traps as most people do. I just started putting pixels on my websites and hoped for the best! There were a few sales, but nowhere near enough to cover the cost of the ads. This made me think, I needed to dig deeper if I was going to increase my ROI. I had targeted that traffic, but not correctly. â€‹ How to Retarget the Right Way â€‹ After summarizing the information, I realized I wasted as much as 78% of the ad budget. Retargeting works by placing a "cookie" on the visitor's computer. A cookie is a piece of code that anonymously tracks the person's activity, monitoring the pages they visit, and retargeting them based on this activity. This means I can show them ads with my products based on where they have landed on my site. Unfortunately this is all the information I get - that they have landed on my site. If you are familiar with Google Analytics you will know what "bounce rate" means. The bounce rate reflects the number of people who landed on your site, and then leave before viewing any other pages indicating that they didn't find what they were looking for. It's common for sites to have between 60-80% bounce rates. This site I'm talking about had a bounce rate of 78%. How does this affect retargeting you're wondering? Well, think about it like this; if 78% of the visitors to a page retargeted by the cookie are leaving before viewing or clicking more pages on the site then they are not finding the content they were looking for. This means that 78% of my ad spend is not being targeted correctly, and potentially wasted. â€‹ How Does This Affect Retargeting? â€‹ Well, my retargeting is off if 78% of the visitors I have attached a cookie tag to are leaving the site. Meaning I'm wasting a large part of my ad budget on people that are more than likely not interested at all. If you don't retarget all those people who bounced, then you won't be wasting as much of your ad spend. Those people aren't interested anyway, so it's only a good thing to exclude them. The solution is to wait around 45 seconds before tagging them with a cookie, by "hiding" the cookie. This allows a long enough time for those who are going to bounce to leave. Meaning only the interested visitors are targeted and tagged with a cookie. We instantly saw our ads become profitable. VERY profitable! It works! For every $1.00 some are spending on retargeting, they're making over $6. One of my own sites has increased to just under $5 made per $1 spent.