O remarketing pode parecer um labirinto, mas não tem de ser. Está a gerir várias campanhas e a pressão para converter potenciais clientes é real. É aqui que entra o software de remarketing, ajudando-o a chegar àqueles que demonstraram interesse, mas ainda não se comprometeram.
Na minha experiência, as ferramentas certas podem fazer toda a diferença para aumentar as taxas de conversão e manter o seu público envolvido. Testei e analisei várias soluções para lhe apresentar uma perspetiva imparcial sobre as melhores opções disponíveis.
Encontrará informações sobre funcionalidades, facilidade de utilização e os aspetos que distinguem cada ferramenta. Quer faça parte de uma equipa pequena ou de uma grande empresa, há aqui algo para si. Vamos analisar as principais opções e encontrar a solução perfeita para as suas necessidades.
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Our team has been testing and reviewing software since 2012. As marketing leaders ourselves, we know how difficult—and important—it is to choose the right software.
For this guide, we evaluated tools using hands-on testing and independent research, scoring tools using our selection criteria.
Our reviews reflect our human editorial judgment, not a sales pitch.
Expert reviewers:
Gui DrusinaCreative Director- Shriya GhateSenior Marketing Lead
Amanda JacquesMarketing Ops Leader
Tabela comparativa de software de remarketing
Esta tabela comparativa resume os detalhes de preços das minhas principais escolhas de software de remarketing.
| Tool | Best For | Trial Info | Price | ||
|---|---|---|---|---|---|
| 1 | Best for reaching younger audiences | Free plan available | Free To Use | Website | |
| 2 | Best for AI-powered retargeting | 7-day free trial | From $45/month | Website | |
| 3 | Best for landing-page retargeting | 14-day free trial + demo available | From $99/month | Website | |
| 4 | Best for customized campaigns | Free trial available | Pricing upon request | Website | |
| 5 | Best for in-app retargeting | 7-day free trial | From $32.50/month (billed annually) | Website | |
| 6 | Best for dynamic retargeting templates | Free demo available | Pricing upon request | Website | |
| 7 | Best for personalized video retargeting | Free demo available | Pricing upon request | Website | |
| 8 | Best for on-site retargeting | Free plan available | From $39/month | Website | |
| 9 | Best for lookalike-audience retargeting | 14-day free trial | From $29/month (billed annually) | Website | |
| 10 | Best for contextual retargeting | Free trial is available for some of their plans | From $500 per month, per user | Website |
Melhor software de remarketing
Abaixo encontrará os meus resumos detalhados do melhor software de remarketing que integrou a minha seleção. As minhas análises apresentam uma visão detalhada das principais funcionalidades, vantagens e desvantagens, integrações e casos de utilização ideais de cada ferramenta, para o ajudar a encontrar a melhor opção para si.
Snapchat's Ads Manager interface lets you create and manage advertising campaigns for retargeting. Snapchat is a multimedia messaging app that enables users to share photos, videos, and messages that disappear after being viewed. Beyond personal use, it offers businesses a platform to reach and engage with a younger audience through various advertising tools.
Why I Picked Snapchat: Snapchat's retargeting capabilities are particularly compelling with its Snap Audience Match (SAM) feature. This allows you to upload your customer data and match it with Snapchat users, creating custom audiences for targeted ad campaigns. By focusing on individuals who have already shown interest in your brand, SAM enhances the efficiency of your marketing efforts, increasing the likelihood of conversions.
Snapchat Features and Integrations
Standout features include the Ad Engagement Audiences feature, which enables you to retarget users who have previously engaged with your ads on the platform. Additionally, Snap Pixel is a piece of code you can install on your website to track user actions and build audiences based on site behavior. This tool provides full-funnel visibility, allowing you to create dynamic audiences for each step of the customer journey.
Integrations include Apple Maps, Bookatable, DoorDash, FourSquare, Games in Snapchat, Google Maps, Goop, Grubhub, Google Sheets, HubSpot, Gmail, and WhatsApp Notifications.
Pros and Cons
Pros:
- Easy to market a small business to a large audience
- Offers innovative ad formats like AR lenses
- Effective in reaching a younger demographic
Cons:
- Ads can be intrusive and interrupt the user experience
- Limited reach among older audiences
Learn more about Snapchat:
MadgicX uses automation to streamline your retargeting campaign. MadgicX is a multi-capability advertising platform that brings together a mix of crucial features: automation, ad strategy, audience creation, and bid testing.
Why I Picked MadgicX: I chose MadgicX, particularly for its AI-powered software machine learning interface that maximizes the effectiveness of your retargeting campaigns.
MadgicX Features and Integrations
Standout features include not only content management, but also customer targeting, social media monitoring, and campaign management. I prefer MadgicX for combining the functionalities of several different tools into one platform.
Integrations include the main platforms: Facebook Meta for Business, Google Analytics, Google Ads, and Shopify, all of which support comparison between your ad platforms, accounts, campaigns, channels, and businesses.
Pros and Cons
Pros:
- Metric-driven campaign direction
- 24/7 ad auditing
- AI-automated ad optimization
Cons:
- Not specialized for retargeting
- Limited integrations
Learn more about Madgicx:
Best for landing-page retargeting- 14-day free trial + demo available
- From $99/month
Visit WebsiteCustomer Rating:4.4/5
With Instapage, you can build landing pages powered to catch attention to retarget visitors. Instapage is a retargeting software specializing in landing page optimization, as well as retargeting ads for those landing pages.
Why I Picked Instapage: I found Instapage valuable because it enables you to improve your landing page performance by improving the personalization of your retargeting ads.
Instapage Features and Integrations
Standout features include A/B testing to experiment with the best landing page and retargeting practices. To build campaigns, you can use Admap visualization to see the finished result of the ads on landing pages before publishing. Instapage also allows you to personalize messaging based on your target audience segments, all on a secure, collaborative cloud-based platform.
Integrations include over 120 marketing tools such as Hubspot, Marketo, Zapier apps, email marketing apps (Mailchimp, GetResponse, Mailerlite), CRMs (Salesforce, ActiveCampaign), ecommerce (Shopify, Stripe), and more. It’s important to note that some apps are simply compatible, while others have in-app integrations, and others still connect via Zapier.
Pros and Cons
Pros:
- Seamless multichannel ad syncing
- Audience personalization
- Many integrations overall
Cons:
- Limited ecommerce integrations
- Pricier than other options
Learn more about Instapage:
Best for customized campaigns- Free trial available
- Pricing upon request
Visit WebsiteCustomer Rating:4.4/5
Marketing 360 is easy to use, with a clear navigation system, but it can take time to get the hang of. Marketing 360 is a full-circle marketing automation company that provides you with the ability to build websites, accept payments, manage leads and customers, check social media and reviews, and run ad campaigns.
Why I Picked Marketing 360: While most retargeting software’s main aim is automation, Marketing 360 has the additional benefit of a personal ad specialist, which is why I found it valuable. With it, you can get expert help in creating custom advertising retargeting campaigns.
Marketing 360 Features and Integrations
Standout features include its ability to drive super-targeted retargeting ads across multiple channels at once, like Instagram, Youtube, and Facebook. I appreciate Marketing 360’s ability to help you compare results from all your channels in a single place. If you like, you can even get the help of a personal Ad Specialist to do all the brunt work.
Integrations include several apps and tools they have partnered with, from the top ecommence platforms like WooCommerce, Magento, and Shopify, to ad services like Google, Bing, and Facebook. You can also integrate with Yext Listing and Top Rated Local to keep your brand information in one place, and propel your marketing efforts on Marketing 360.
Pros and Cons
Pros:
- User-friendly interface
- Segmentation of email list
- Visually appealing ads
Cons:
- Steep learning curve
- Lack of transparency with pricing
Learn more about Marketing 360:
Best for in-app retargeting- 7-day free trial
- From $32.50/month (billed annually)
Visit WebsiteCustomer Rating:4.6/5
Nurture your customers from beginning to end with Froged’s in-app retargeting prowess. Froged is a customer experience optimization software aimed to boost engagement. It focuses on keeping your in-app visitors’ attention on you.
Why I Picked Froged: From my experience, I realized the importance of customer retention, which is Froged’s main goal. It keeps tabs on all visitors to your site. The software gathers these analytics and helps you optimize your site for specific audience segments.
Froged Features and Integrations
Standout features include audience segmentation, conversion tracking, and behavioral targeting, which create a more accurate campaign for audiences across mobile apps. Froged also targets audiences by geographical location, so it can retarget audiences in-app on the go.
Integrations include API integration with Whatsapp, Zapier, Segment, Slack, Jira, Twilio, Google Meet, and Facebook Messenger. Most of these apps allow for quick, synchronous communication, for app-based audience retargeting.
Pros and Cons
Pros:
- Chat with live users
- Dynamic tagging
- Neat user interface
Cons:
- Limited integration offerings
- Mobile application is lacking
Learn more about Froged:
Best for dynamic retargeting templates- Free demo available
- Pricing upon request
Visit WebsiteCustomer Rating:3.9/5
Adroll offers analytics to improve your retargeting campaign, but the dashboard can be unintuitive at first. AdRoll is a multi-functional system that centralizes advertising campaigns for ecommerce businesses. Not only does it cover data-driven multichannel ads, the tool offers multiple dynamic retargeting ad templates.
Why I Picked AdRoll: I find AdRoll to be the most comprehensive offering of retargeting templates. It simplifies the ad generation process, especially for data-driven retargeting campaigns. What I like most is that AdRoll uses those audience insights to create informed retargeting ads.
AdRoll Features and Integrations
Standout features include ready-made templates and machine learning software, which allows for quick, accurate ads. Another feature that was helpful to me personally is AdRoll's Cross-Channel Performance Dashboard, where you can manage ads and optimize all your channels from one place.
Integrations AdRoll offers several native integrations to platforms like Shopify, WooCommerce, Wix, and BigCommerce. Integrating with your e-commerce storefront imports your products into the system to create dynamic ads for those products. You can also distribute retargeting ads across Google, Yahoo!, and other search engines, alongside social media sides like Instagram and Facebook, and over 500 other platforms.
Pros and Cons
Pros:
- Comprehensive analytics and KPI measures
- Offers diverse ad formats
- Straightforward setup
Cons:
- The system takes a long time to upload the leads list from CRM
- The user interface can be slightly confusing
Learn more about AdRoll:
Best for personalized video retargeting- Free demo available
- Pricing upon request
Visit WebsiteCustomer Rating:3.7/5
The Criteo AI Engine personalizes your ads, video or otherwise, to the visitor’s buyer journey. Criteo is focused on growing ecommerce businesses with automated display ad software. It helps re-engage visitors and shoppers by tracking their movement with AI, especially with targeted video ads.
Why I Picked Criteo: From my experience, the more automated a software is, the better. That’s why I think Criteo is a good choice for making on-demand, personalized video ads.
Criteo Features and Integrations
Standout features include machine-learning optimization, which in my opinion, is one of the best ways to inform video retargeting campaigns. It uses historical data to predict audience engagement for better ad bids. Criteo's relationships with thousands of online publishers help you display video ads on a wide scale.
Integrations that Criteo offers are limited compared to other tools. It does connect with apps like Salesforce and Oracle, to track account activity, but otherwise, its integrations are not the highlight of this software.
Pros and Cons
Pros:
- Predictive analytics
- Detailed performance reporting
- Easy user implementation
Cons:
- Limited mobile friendliness
- Too general and lacking customizability
Learn more about Criteo:
With OptiMonk’s multi-step campaign feature, you can retarget visitors straight from your website. OptiMonk is a tool for optimizing your website for conversion with personalized display ads.
Why I Picked OptiMonk: Because of its approach to onsite retargeting popup ads, OptiMonk helps you focus on your site visitors. I especially enjoy that it provides a variety of themes and prebuilt templates for quick ad creation.
OptiMonk Features and Integrations
Standout features include ad themes for quick customization alongside readymade messages. While OptiMonk doesn't offer a full scope of design options, it does have a drag-and-drop editor that has saved me so much time in the past.
Integrations include email marketing software (i.e., MailChimp, Klaviyo) to improve lead segmentation and CMS and ecommerce platforms so you can sync lead data and personalized product recommendations. You can also connect to any app via webhooks for real-time updates.
Pros and Cons
Pros:
- Good value for the price
- Segmentation of email list
- Visually appealing ads
Cons:
- Offering is too basic to apply for any context
- Lacks flexible customization
Learn more about OptiMonk:
Best for lookalike-audience retargeting- 14-day free trial
- From $29/month (billed annually)
The Justuno platform gives you the reigns over setting up targeting ads for newcomers similar to your target audience. Justuno is an onsite conversion optimization platform for personalized messaging aimed at converting. I personally like it for its ability to hone in on lookalike audiences, or visitors who have shown clear intent via other platforms.
Why I Picked Justuno: Because of its ability to use omnichannel data to retarget potential customers who have engaged with your brand elsewhere. That information can then inform your website endeavors to nurture leads and drive targeted messaging.
Justuno Features and Integrations
Standout features include a variety of creative ad customization options such as popups, SMS captures, product recommendations, banners, and more.
Integrations include various CRM platforms and Google Analytics to consolidate visitor and lead analytics in one place. What I really like about Justuno is that for many of the integrations, there’s no set-up. As long as you’ve input Justuno’s and the other app’s javascript embed code on your site, Justuno auto-detects the other app’s data.
Pros and Cons
Pros:
- Built for ecommerce and SaaS brands
- Analytic driven
- Personalized experience
Cons:
- Difficult to transfer leads to email marketing platforms
- Lacks website visitor tracking
Learn more about Justuno:
Best for contextual retargeting- Free trial is available for some of their plans
- From $500 per month, per user
With ReTargeter, its easier to display relevant display ads on websites that make sense. ReTargeter is a remarketing software that has the unique ability to provide contextual targeting, which differentiates it from the rest of the software on this list.
Why I Picked ReTargeter: I’ve found ReTargeter to be unique because it prioritizes context. It hones in on search intent and uses relevant keywords to catch leads at the right time.
ReTargeter Features and Integrations
Standout features that I found useful were its ability to pull real-time lead data, and its audience segmentation feature. You can personalize your ads to your audience while remaining relevant to whatever website your audience is visiting.
Integrations aren’t quite as comprehensive as other software, but ReTargeter is unique in that if offers direct integrations with Native, Video, Mobile, and Audio supply partners for diverse ad creation.
Pros and Cons
Pros:
- Specialized for retargeting ads
- Omnichannel ad campaigns
- Audience segmentation
Cons:
- Lacks integrations with other marketing tools
- Limited ad customization
Learn more about ReTargeter:
Outras opções de software de remarketing
Eis algumas opções adicionais de software de remarketing que não chegaram à minha seleção, mas que vale a pena conhecer:
- 11RetargetingBest for Google Ads retargeting
- 12PixelMeBest for Amazon retargeting
- 13Mailchimp Best for multi-channel retargeting
- 14OutbrainBest for recommendation-based retargeting
- 15Genius MonkeyBest for programmatic ad retargeting
- 16Bant.ioBest for B2B retargeting
- 17FoundryBest for intent-driven ad retargeting
- 18MeteoraBest for location-based retargeting
- 19ScalifyBest for ready-to-use retargeting audience templates
- 20SharpSpring AdsBest for cross-device retargeting
How I Evaluate Retargeting Software
I split every tool into two layers: baseline must-haves like pixel tracking, audience segmentation, and dynamic ads—and differentiators that separate a great retargeting platform from a passable one.
Core Functionality (Table Stakes For This List)
When I'm selecting tools for my list, I rank each one on a scale from 0 (does not offer the functionality) to 5 (excels in this area) for each core functionality listed below. Then, I calculate the tool's total score into a percentage. Each tool needs to achieve a minimum total score of 65% to be considered for inclusion.
- Pixel & Event Tracking: I check whether the pixel captures granular on-site events—like product views, add-to-carts, and form submissions—not just raw pageviews.
- Audience Segmentation Rules: Strong tools let you build segments by recency, URL patterns, and product categories, so I evaluate how flexible the rule builder is.
- Multi-Channel Ad Delivery: I look for reach across display, social, and video at minimum, since most retargeting strategies span Google, Meta, and at least one additional network.
- Dynamic Creative Ads: Product feed integration matters here. I evaluate whether the platform auto-populates ads with the exact items a visitor browsed or abandoned in-cart.
- Frequency & Bid Controls: Ad fatigue kills retargeting performance fast, so I check for per-audience frequency caps, bid automation, and budget pacing options.
- Conversion Attribution Reporting: I look for both click-through and view-through conversion tracking, along with clear ROAS and CPA reporting tied to retargeting spend.
Once I have a list of tools that meet the criteria, I consider what sets each platform apart.
Differentiating Factors (What Sets Vendors Apart)
Here's how I compare and contrast different vendors:
Standout Features
Cookieless retargeting support is a major differentiator I evaluate. Platforms that offer first-party data activation and server-side tracking alternatives hold up much better as browser privacy restrictions tighten. Incrementality testing also matters—built-in holdout groups and lift studies help you prove whether retargeting drove a sale or just claimed credit for one. I also look at cross-device identity resolution, which is especially valuable for brands whose customers browse on mobile but convert on desktop.
Beyond Features
I pay close attention to the integration ecosystem—especially native connectors to ecommerce platforms like Shopify or Magento for product feed sync and analytics tools like GA4 for closed-loop reporting. Pricing structure matters too, since some platforms require significant minimum ad spend that prices out smaller teams. Data privacy compliance is another factor I evaluate, particularly GDPR and CCPA readiness and support for consent frameworks like IAB TCF v2.2, which directly affects how large your retargetable audience pool actually is.
Como escolher software de remarketing
É fácil ficar atolado em listas extensas de funcionalidades e estruturas de preços complexas. Para o ajudar a manter-se concentrado enquanto percorre o seu processo específico de seleção de software, eis uma lista de fatores a ter em conta:
| Fator | O que considerar |
|---|---|
| FatorEscalabilidade | O que considerarO software consegue crescer com a sua empresa? Verifique se suporta volumes crescentes de dados e de utilizadores sem problemas. |
| FatorIntegrações | O que considerarFunciona com as ferramentas que já utiliza, como plataformas de CRM ou de correio eletrónico? Procure um fluxo de dados contínuo e uma redução da introdução manual de dados. |
| FatorPersonalização | O que considerarPode adaptá-lo aos seus fluxos de trabalho específicos? Verifique se permite criar painéis e relatórios personalizados. |
| FatorFacilidade de utilização | O que considerarA interface é intuitiva para si e para a sua equipa? Teste a ferramenta para garantir que não exige formação extensa. |
| FatorImplementação e integração inicial | O que considerarCom que rapidez pode começar a utilizá-lo? Procure ferramentas com uma configuração simples e recursos de formação, como vídeos ou seminários online. |
| FatorCusto | O que considerarEnquadra-se no seu orçamento? Compare os planos de preços e esteja atento a custos ocultos ou contratos de longa duração. |
| FatorMedidas de segurança | O que considerarComo protege os seus dados? Certifique-se de que inclui encriptação, auditorias regulares e que cumpre os regulamentos de proteção de dados. |
| FatorDisponibilidade do apoio | O que considerarExiste ajuda quando precisa dela? Considere o horário de apoio, os canais disponíveis (como chat ou telefone) e os tempos de resposta. |
O que é o software de remarketing?
O software de retargeting é uma ferramenta que ajuda as empresas a voltar a envolver potenciais clientes que já interagiram anteriormente com a sua marca online. Os profissionais de marketing e os anunciantes digitais utilizam normalmente estas ferramentas para aumentar as taxas de conversão e melhorar o retorno do investimento.
A segmentação de públicos, a gestão de campanhas multiplataforma e a criação dinâmica de anúncios ajudam a melhorar a precisão da segmentação e a gestão do orçamento. No geral, estas ferramentas são valiosas para aumentar o envolvimento dos clientes e maximizar os esforços de marketing.
Funcionalidades
Ao selecionar software de retargeting, procure as seguintes funcionalidades essenciais:
- Segmentação de públicos: Permite categorizar os utilizadores com base no comportamento ou nos dados demográficos, tornando a segmentação mais precisa.
- Gestão de campanhas multiplataforma: Permite gerir anúncios em vários canais a partir de uma única interface.
- Criação dinâmica de anúncios: Gera automaticamente anúncios personalizados com base no comportamento dos utilizadores, aumentando o envolvimento.
- Dados sobre públicos baseados em IA: Fornece dados e previsões valiosos sobre o comportamento dos utilizadores para otimizar a segmentação.
- Capacidades de integração: Liga-se facilmente às ferramentas existentes, como sistemas de CRM, para simplificar o fluxo de dados.
- Licitação em tempo real: Ajuda-o a participar em leilões de anúncios para obter o melhor posicionamento a preços competitivos.
- Painéis personalizáveis: Oferece uma vista personalizada das métricas principais, permitindo-lhe concentrar-se no que é importante.
- Medidas de segurança: Garante que os seus dados estão protegidos através de encriptação e do cumprimento dos regulamentos.
- Recursos de formação: Inclui vídeos, seminários online e guias para ajudar a sua equipa a familiarizar-se rapidamente com a ferramenta.
- Assistência ao cliente 24/7: Disponibiliza assistência permanente para resolver rapidamente quaisquer problemas.
Vantagens
A implementação de software de retargeting proporciona várias vantagens à sua equipa e à sua empresa. Eis algumas que pode esperar:
- Aumento das taxas de conversão: Ao segmentar utilizadores que demonstraram interesse, pode transformar mais visitantes em clientes.
- Maior envolvimento do público: Os anúncios personalizados com base no comportamento dos utilizadores mantêm o seu público interessado e ligado à sua marca.
- Melhor gestão do orçamento: A licitação em tempo real e a segmentação precisa ajudam-no a tirar o máximo partido do seu investimento em publicidade.
- Dados mais completos: As análises baseadas em IA fornecem informações valiosas para aperfeiçoar as suas estratégias de marketing.
- Fluxos de trabalho simplificados: A integração com ferramentas existentes, como sistemas de CRM, reduz o trabalho manual e aumenta a eficiência.
- Soluções escaláveis: À medida que a sua empresa cresce, o software de retargeting pode adaptar-se para gerir mais dados e utilizadores.
- Maior ROI: Com campanhas segmentadas e uma utilização eficiente dos recursos, pode obter um retorno mais elevado dos seus investimentos de marketing.
Custos e preços
A seleção de software de retargeting requer uma compreensão dos vários modelos de preços e planos disponíveis. Os custos variam consoante as funcionalidades, o tamanho da equipa, os complementos e outros fatores. A tabela abaixo resume os planos comuns, os respetivos preços médios e as funcionalidades normalmente incluídas nas soluções de software de retargeting:
Tabela de comparação de planos de software de retargeting
| Tipo de plano | Preço médio | Funcionalidades comuns |
|---|---|---|
| Tipo de planoPlano gratuito | Preço médio$0 | Funcionalidades comunsSegmentação básica de públicos, criação limitada de anúncios e acesso a análises essenciais. |
| Tipo de planoPlano pessoal | Preço médio$10-$30/utilizador/mês | Funcionalidades comunsSegmentação padrão de públicos, gestão multiplataforma e ferramentas básicas de elaboração de relatórios. |
| Tipo de planoPlano empresarial | Preço médio$50-$100/utilizador/mês | Funcionalidades comunsOpções avançadas de segmentação, criação dinâmica de anúncios, capacidades de integração e análises melhoradas. |
| Tipo de planoPlano empresarial de grande dimensão | Preço médio$150+/utilizador/mês | Funcionalidades comunsSoluções personalizáveis, dados baseados em IA, licitação em tempo real e serviços de assistência dedicados. |
Perguntas frequentes sobre software de redirecionamento
Eis algumas respostas a perguntas comuns sobre software de redirecionamento:
O software de redirecionamento pode integrar-se com as minhas ferramentas de marketing existentes?
Sim, a maioria dos softwares de redirecionamento pode integrar-se com ferramentas como sistemas CRM e plataformas de e-mail. Esta integração permite um fluxo de dados contínuo e melhora as suas estratégias de marketing. Antes de comprar, verifique a compatibilidade do software com as suas ferramentas existentes para garantir uma configuração sem problemas.
Como sei se o software de redirecionamento se adequa à minha infraestrutura de marketing?
Verifique se se integra com o seu CRM, as suas ferramentas de e-mail e as suas contas de publicidade. Procure conectores nativos e verifique com que frequência os dados são sincronizados. Uma integração deficiente limita o desempenho das suas campanhas.
Como pode o software de redirecionamento evitar a fadiga provocada pelos anúncios?
Escolha um software com limites de frequência e rotação de criativos. Isto mantém os anúncios atualizados e evita incomodar os utilizadores.
Que erros devemos evitar com software de redirecionamento?
Evite erros na configuração do pixel, voltar a direcionar anúncios para utilizadores que já converteram e ignorar a atribuição. Pergunte aos fornecedores como acompanham as conversões.