Retargeting (remarketing) is the strategy of showing ads to users who visited your site but didn't buy. It's more effective than search ads or SEO — you're advertising to an already-interested audience. Statistics: retargeting CTR is about 10x higher than regular banners and conversion 3-7x better.
How it works
Technically — through tracking codes called "pixels" or "tags." This is a small JS snippet in your site's HTML that drops a cookie on the visitor. Later, when the user is on Facebook, Instagram, or Google, the ad platform reads that cookie and serves your ad. Facebook Pixel — for Facebook and Instagram; Google Ads Tag — for Google Display Network and YouTube; Yandex Metrika — for the Yandex network.
Retargeting strategies
Page-based segmentation: home-page visitors get a generic offer; product-page visitors see that product; cart abandoners see "Don't forget your cart." Time-based: 24 hours — sharp discount, 7 days — gentle reminder, 30 days — new product.
Frequency cap — no more than 3-5 impressions per day or the brand reads as spam. Exclude converters — it irritates them. A/B test creatives and copy.
Main ad platforms
Meta Ads (Facebook+Instagram) — most effective in Uzbekistan, minimum $5/day. Google Ads — huge reach via Display Network, but effectiveness lower than Facebook locally. Yandex Direct — comparable to Facebook in the local market.
TikTok Ads — 18-30 audience, Uzbek market not yet mature. Telegram Ads — from €2, mostly B2B or large brands.
Setup steps
1. Place the Pixel/Tag in your site's <head>. Verify with Pixel Helper / Tag Assistant. 2. Build a Custom Audience by parameters ("visitors in the last 30 days"). 3. Create the campaign — objective, budget, creative, audience.
Sayt.uz practice
Sayt.uz runs Meta Ads and Yandex (Google added but lower performance). As of January 2026: monthly retargeting budget 8-12M sum, ROI 4.2x — every sum spent returns 4.2 sums in sales. Best campaign — "Don't forget your hosting" (cart abandoners, 24-hour 20% off) — 8.7% conversion. Clients run 89 active retargeting campaigns, average 2-4M sum/month.