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12 Best Retargeting Software in 2023

Best Retargeting Software Shortlist

Here's the shortlist of my top picks for retargeting tools, covering a variety of use cases.

  1. AdRoll - Best for dynamic retargeting templates
  2. Marketing 360 - Best for customized campaigns
  3. Mailchimp - Best for multi-channel retargeting
  4. Retargeting - Best for Google Ads retargeting
  5. Criteo - Best for personalized video retargeting
  6. OptiMonk - Best for on-site retargeting
  7. ReTargeter - Best for contextual retargeting
  8. MadgicX - Best for AI-powered retargeting
  9. Froged - Best for in-app retargeting
  10. Justuno - Best for lookalike-audience retargeting
  11. PixelMe - Best for Amazon retargeting
  12. Instapage - Best for landing-page retargeting

Running retargeting campaigns across various channels keeps new visitors coming back. In my experience, retargeting is a very precise, experimental feat. Using a solution built for automation, personalization, and metrics-based planning can help expedite the process and make retargeting even easier.

What Is Retargeting Software?

You may have existing and potential customers visiting your site or landing page or website. However, it’s likely not many of them convert. In other words, they don't purchase any services or products, fill out contact forms, or download your ebook.

To make sure these visitors are taking the actions you want them to take, you can display targeted ads across other channels they frequent to keep your brand top-of-mind.

That’s what retargeting software is for.

Stages of the retargeting cycle
Retargeting is when a visitor first lands on your site without converting, then later revisits your site due to clicking an ad tailored to browsing history. (Image source)

Ad retargeting software can be standalone software that exclusively works for retargeting ads, or it can be a feature among a suite of marketing automation tools.

Overview of the 12 Best Retargeting Software

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

1. AdRoll - Best for dynamic retargeting templates

A screenshot of AdRoll's interface
Adroll offers analytics to improve your retargeting campaign, but the dashboard can be unintuitive at first. (Image source)

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.

Pricing: AdRoll offers a 'Pay as you go' plan for display and native ads. Premium plans start at $36 a month for the Marketing and Ads Plus package.

Free Trial: The Growth Plan offers a 30-day free trial.


  • Straightforward setup
  • Offers diverse ad formats
  • Comprehensive analytics and KPI measures


  • The user interface can be slightly confusing
  • The system takes a long time to upload the leads list from CRM

2. Marketing 360 - Best for customized campaigns

Screenshot of Marketing 360 interface
Marketing 360 is easy to use, with a clear navigation system, but it can take time to get the hang of. (Image source)

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.

Pricing: Marketing 360 offers customized pricing upon request.

Free Trial: A free trial is available for some of their marketing software solutions.


  • Visually appealing ads
  • Segmentation of email list
  • User-friendly interface


  • Lack of transparency with pricing
  • Steep learning curve

3. Mailchimp - Best for multi-channel retargeting

Screenshot of Mailchimp dashboard
With MailChimp, you can set up automated email campaigns to retarget customers. (Image source)

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.

Pricing: There's a free plan and premium plans starting at $13 per month.

Free Trial: A free trial is available for some of their plans.


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


  • Few customization options
  • Targeting options are limited

4. Retargeting - Best for Google Ads retargeting

Screenshot of Retargeting dashboard
Avoid overspending on your Google ad campaign with Retargeting’s precise ad optimization software. (Image source)

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.

Pricing: Pricing upon request.

Free Trial: No free trial offered.


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


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

5. Criteo - Best for personalized video retargeting

Screenshot of Criteo dashboard
The Criteo AI Engine personalizes your ads, video or otherwise, to the visitor’s buyer journey. (Image source)

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.

Pricing: Criteo offers customized pricing upon request.

Free Trial: None available.


  • Easy user implementation
  • Detailed performance reporting
  • Predictive analytics


  • Too general and lacking customizability
  • Limited mobile friendliness

6. OptiMonk - Best for on-site retargeting

Screenshot of OptiMonk dashboard
With OptiMonk’s multi-step campaign feature, you can retarget visitors straight from your website. (Image source)

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.

Pricing: OptiMonk offers a free program, with premium plans starting at $39 per month.

Free Trial: No free trial is available for the premium plans.


  • Visually appealing ads
  • Segmentation of email list
  • Good value for the price


  • Lacks flexible customization
  • Offering is too basic to apply for any context

7. ReTargeter - Best for contextual retargeting

A screenshot of ReTargeter's homepage
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.

Pricing: ReTargeter offers a plan starting from $500 per month, per user.

Free Trial: A free trial is available for some of their marketing software solutions.


  • Audience segmentation
  • Omnichannel ad campaigns
  • Specialized for retargeting ads


  • Limited ad customization
  • Lacks integrations with other marketing tools

8. MadgicX - Best for AI-powered retargeting

Screenshot of MadgicX dashboard
MadgicX uses automation to streamline your retargeting campaign. (Image source)

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.

Pricing: MadgicX offers an All-in-One Suite plan with AI for $479 per month, although quarterly and annual payment plans are available at a discount.

Free Trial: A free trial is available.


  • AI-automated ad optimization
  • 24/7 ad auditing
  • Metric-driven campaign direction


  • Limited integrations
  • Not specialized for retargeting

9. Froged - Best for in-app retargeting

Screenshot of Froged dashboard
Nurture your customers from beginning to end with Froged’s in-app retargeting prowess. (Image source)

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.

Pricing: Plans start from €79.00 ($87.31) per month

Free Trial: A free trial is available.


  • Neat user interface
  • Dynamic tagging
  • Chat with live users


  • Mobile application is lacking
  • Limited integration offerings

10. Justuno - Best for lookalike-audience retargeting

Screenshot of Justuno dashboard
The Justuno platform gives you the reigns over setting up targeting ads for newcomers similar to your target audience. (Image source)

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.

Pricing: Starting from $29 per month.

Free Trial: A 14-day free trial is available.


  • Personalized experience
  • Analytic driven
  • Built for ecommerce and SaaS brands


  • Lacks website visitor tracking
  • Difficult to transfer leads to email marketing platforms

11. PixelMe - Best for Amazon retargeting

Screenshot of PixelMe dashboard
Use PixelMe to retarget audiences and increase Amazon conversions via other channels. (Image source)

PixelMe is a specialized advertising platform built for Amazon sellers to maximize their retargeting campaigns on their storefront.

Why I Picked PixelMe

PixelMe is renowned for its URL-shortening prowess, but it's also an advanced tool for retargeting ads built for the Amazon search engine. I think its keyword-driven software is particularly valuable for retargeting ads to meet Amazon shoppers at the right time.

PixelMe Features and Integrations

Standout features that I found most crucial are its all-in-one interface for optimization, analytics, and attribution. Information from Google Analytics and Amazon keyword suggestions allows for more effective retargeting ads. Another key feature is AI-driven ad design and optimization, including headlines and copy.

Integrations include various social platforms like Buffer, Facebook, Google Analytics, Linkedin, Twitter, and a few others, all via API. This allows for a more effective retargeting potential for direct ad deployment through those apps.

Pricing: PixelMe offers a "Pay-as-you-grow" system, starting at $99 monthly. Programs are available at $149 (Scale plan), $249 (Elite plan), and custom pricing (Enterprise plan), with 30% off if paid annually.

Free Trial: No free trial is available.


  • Intuitive user interface
  • Great URL shortener
  • AI-driven ad design


  • Poor link management
  • Lacks robust integrations

12. Instapage - Best for landing-page retargeting

Screenshot of Instapage dashboard
With Instapage, you can build landing pages powered to catch attention to retarget visitors. (Image source)

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.

Pricing: Pricing starts at $149 per month.

Free Trial: A 14-day free trial is available.


  • Many integrations overall
  • Audience personalization
  • Seamless multichannel ad syncing


  • Pricier than other options
  • Limited ecommerce integrations

Other Retargeting Software Options

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

  1. - Best for B2B retargeting
  2. Outbrain - Best for recommendation-based retargeting
  3. Meteora - Best for location-based retargeting
  4. Sixads - Best for Shopify retargeting
  5. SharpSpring Ads - Best for cross-device retargeting
  6. Genius Monkey - Best for programmatic ad retargeting
  7. Scalify - Best for ready-to-use retargeting audience templates
  8. Foundry - Best for intent-driven ad retargeting

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.


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.


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.


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.


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.


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


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


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.

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.

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