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With so many different retargeting software solutions available, figuring out which is right for you is tough. You know you want tools to re-engage potential customers who have previously interacted with your brand but did not complete a desired action, like a purchase—but now need to figure out which platform is best. I've got you! In this post, I'll help make your choice easy, sharing my personal experiences using dozens of different retargeting tools with companies of all sizes, with my picks of the best retargeting software overall.

What Is Retargeting Software?

Retargeting software is a digital tool used by businesses to re-engage visitors who have left their website without making a purchase or taking a desired action. The purpose is to track these users as they browse the internet and displays targeted advertisements to them, effectively reminding and enticing them to return to the original site.

Retargeting software typically offers features for ad customization, audience segmentation, and performance tracking, making it a strategic component in digital marketing campaigns to boost conversion rates.

Overview Of The 10 Best Retargeting Software

Here’s a rundown of the ad retargeting software I most recommend, showcasing how each tool stands out.

Best for AI-powered retargeting

  • Free trial is available for some of their plans
  • From $479 per month
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Rating: 4.8/5

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

Best for landing-page retargeting

  • 14-day free trial
  • From $299/user/month
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Rating: 4.3/5

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

Best for multi-channel retargeting

  • 30-day free trial + free plan available
  • From $13/month
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Rating: 4.3/5

MailChimp is a tool meant to nurture leads with email campaigns. However, its numerous integrations empower you to meet leads where they are with multi-channel retargeting.

Why I Picked MailChimp: While MailChimp is primarily an email marketing software, it also includes retargeting features across channels. From my time in the retargeting sphere, I’ve found that your email list is one of the best way to reach leads. When visitors click on your ads on any social media site, you can retarget them with an email.

MailChimp Features and Integrations

Standout features include automation tools for quicker ad campaigns to catch visitors instantly. For instance, you can build automated drip campaigns depending on a visitor's action. Did someone add a product to their cart and then leave? Set up automated email reminders for ‌abandoned carts.

Integrations include over 250 tools, including ecommerce platforms (i.e. Shopify), but also financial apps like Quickbooks and Stripe allow you to use invoice data to better inform your marketing campaign. Its connection to social media like LinkendIn and Facebook helps you better nurture leads. MailChimp also connects with any other of your preferred tools via webhooks.

Pros and cons

Pros:

  • Automation tools
  • Wide range of email campaign templates
  • User-friendly

Cons:

  • Targeting options are limited
  • Few customization options

Best for dynamic retargeting templates

  • Free demo available
  • From $36/month
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Rating: 3.9/5

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

Best for in-app retargeting

  • Free trial is available for some of their plans
  • From €79.00 ($87.31) per month
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Rating: 4.8/5

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

Best for personalized video retargeting

  • Free demo available
  • From $1/click.
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Rating: 3.7/5

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

Best for customized campaigns

  • Free plan + free demo available
  • Pricing upon request
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Rating: 3.4/5

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

Best for on-site retargeting

  • From $39 per month.

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

Best for Google Ads retargeting

  • Pricing upon request

Retargeting is a marketing software aimed at combating cart abandonment. It can do everything from on-site popups to email and SMS campaigns, but it’s specialized in creating dynamic Google Ads.

Why I Picked Retargeting: Retargeting promises more accurate Google display and search ads for less than you would spend otherwise. Its software’s machine learning backend drives highly specific campaigns attuned to audience segments. What stood out to me most was that it generates automatic headlines and targets prospective customers by their keyword search history.

Retargeting Features and Integrations

Standout features include a dizzying variety of display Google ad offerings, from shopping ads automatically generated from your product feed to smart display ads. If you prefer to let machine learning automation ‌create ads in a snap based on your inputted goals, that’s completely fine. Otherwise, you can also build campaigns from the ground up by customizing your own Google keyword strategy.

Integrations include support for ecommerce sites like Magento, Opencart, Prestashop, Shopify, and others. You can also use the Retargeting JavaScript Tracking API Key to connect to your ecommerce platform.

Pros and cons

Pros:

  • Automates ad creation and keyword optimization
  • Caters to ecommerce sites
  • Specialized for Google ad retargeting

Cons:

  • Does not support mobile
  • Limited direct integrations with other apps

Best for lookalike-audience retargeting

  • 14-day free trial
  • From $29 per month

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

The Best Retargeting Software Summary

Tools Price
Madgicx From $479 per month
Instapage From $299/user/month
MailChimp From $13/month
AdRoll From $36/month
Froged From €79.00 ($87.31) per month
Criteo From $1/click.
Marketing 360 Pricing upon request
OptiMonk From $39 per month.
Retargeting Pricing upon request
Justuno From $29 per month
Preview Image - <h2 class="c-block__title b-summary-table__title c-listicle__title h3" > Compare Software Specs Side by Side</h2>

Compare Software Specs Side by Side

Use our comparison chart to review and evaluate software specs side-by-side.

Compare Software

Other Retargeting Software Options

Here are some more worthy options that didn’t quite make the best retargeting software list but still offer value:

Selection Criteria for Retargeting Software

When I developed my list of the best retargeting software for this article, I thought back to my time manually creating retargeting campaigns. I had to parse through our many reporting tools and create personalized ad messaging through trial and error. From that experience, I've learned what features to look for when choosing robust retargeting software.

Here's a summary of the primary selection and evaluation criteria I used:

Core Functionality

After looking through various well-known retargeting software, I narrowed down some core requirements for them to make my list:

  • Allow you to build data-driven retargeting campaigns
  • Keep track of your audience data and leads to increase conversions
  • Showcase reporting so you can test the efficiency of your campaigns and improve as needed

Key Features

The following features are given to provide the basic functionality of retargeting software:

  • Ad creation: The right retargeting software should have a variety of ad templates and editing features. Moreover, it must also include the ability to publish ads on multiple channels.
  • Personalization: Since the whole point of retargeting is to speak to specific audiences in the right way at the right time, personalization functionality is key. Most software may include integration with other marketing tools to feed key data from your lead lists to inform your retargeting campaign.
  • Analytics: Most retargeting software will also showcase an analytics dashboard with a set of KPIs. This is a necessary addition, since it empowers you to track the impact of your retargeting campaign and continually improve.
  • Automation: Creating successful retargeting campaigns can take a lot of manual labor and effort. That's why I think automation is a crucial feature. A tool should be able to automate specific tasks like tracking users’ website information based on cookies, then generating and displaying personalized ads on users’ frequented sites or channels.

Usability

The most valuable retargeting software is easy-to-use and quick to implement. I made sure to choose tools that had a smooth user experience, were navigable and intuitive. Many of the tools on this list allow users to acclimate to them in a matter of days to a couple of weeks max.

User-Interface

Like any other software, ad retargeting tools need to have a polished, clear interface. If it isn’t, it could make understanding and using metrics harder than necessary. I considered the software layout, dashboard features, and navigation of the apps on this list.

Price

Many of these retargeting software are affordable, with tiered pricing systems that offer more features and benefits. Prices range from as low as $20 a month for small business marketing, going up to $500 monthly for enterprise needs. Not all have free plans, but those that do can give you a taste of the tool before trying an advanced plan.

Integration

I prioritized retargeting software with API connections with at least the most crucial apps, like CRMs, ecommerce platforms, and other comprehensive marketing and analytics tools.

People Also Ask

Here are some of the questions people have asked me regarding retargeting software.

Other Marketing Advertising & Analytics Software

Here are other top marketing tools that can help boost your campaigns. I've divided them into categories to make them easier to scan.

Advertising

Marketing advertising software empowers businesses to optimize promotional efforts across channels, boosting reach and effectiveness.

Analytics

Marketing analytics software offers businesses data-driven insights to measure and optimize marketing campaigns for improved results.

Social

Marketing social software simplifies social media management, enabling businesses to engage with their audience, build brand presence, and drive meaningful interactions.

Key Takeaways

Familiarity gets potential customers closer to becoming loyal customers when it comes to marketing strategy. The more your target audience sees your brand, the warmer they feel toward it.

That's what retargeting aims to do: keep leads in the loop and remind them across various channels that your solution is still available for them.

A quality retargeting campaign is the key to instilling trust. As long as you use best practices, like personalizing to audience segments and running ads everywhere, you are on your way to increasing your conversion rate.

To learn more about software that will help you drive conversions, sign up for the CMO Newsletter.

Stephanie Hood
By Stephanie Hood

Stephanie Hood is an experienced marketing professional and Editor of The CMO. With nearly a decade spent as Marketing Manager at Discover Holidays and Executive Editor at VIVA Lifestyle & Travel, she built her career leading editorial and marketing teams and strategies that turn six-figure budgets into seven-figure profits. She now enjoys connecting with the world's top executives to learn their secrets to business success, and shares those insights right here with her community of like-minded professionals. Curious what she’s uncovered? Be sure to sign up for The CMO newsletter.