Retargeting can feel like a maze, but it doesn't have to be. You're juggling multiple campaigns, and the pressure to convert leads is real. That's where retargeting software comes in, helping you reach those who've shown interest but haven't committed.
In my experience, the right tools can make all the difference in boosting your conversion rates and keeping your audience engaged. I've tested and reviewed various solutions to bring you an unbiased look at the best options available.
You'll find insights into features, usability, and what sets each tool apart. Whether you're a small team or a large enterprise, there's something here for you. Let's dive into the top picks and find the perfect fit for your needs.
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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
Retargeting Software Comparison Table
This comparison table summarizes pricing details for my top retargeting software selections.
| Tool | Best For | Trial Info | Price | ||
|---|---|---|---|---|---|
| 1 | Best for reaching younger audiences | 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 | From $79/month (billed annually) | 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 | Not 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 |
Best Retargeting Software
Below are my detailed summaries of the best retargeting software that made it onto my shortlist. My reviews offer a detailed look at the key features, pros & cons, integrations, and ideal use cases of each tool to help you find the best one for you.
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
- From $79/month (billed annually)
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- Not 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:
Other Retargeting Software Options
Here are some additional retargeting software options that didn’t make it onto my shortlist, but are still worth checking out:
- 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.
How to Choose Retargeting Software
It’s easy to get bogged down in long feature lists and complex pricing structures. To help you stay focused as you work through your unique software selection process, here’s a checklist of factors to keep in mind:
| Factor | What to Consider |
|---|---|
| FactorScalability | What to ConsiderCan the software grow with your business? Consider if it supports increasing data volumes and user numbers without a hitch. |
| FactorIntegrations | What to ConsiderDoes it work with your existing tools like CRM or email platforms? Look for seamless data flow and reduced manual entry. |
| FactorCustomizability | What to ConsiderCan you tailor it to your unique workflows? Check if it allows custom dashboards and reporting. |
| FactorEase of use | What to ConsiderIs the interface intuitive for you and your team? Test drive the tool to ensure it doesn’t require extensive training. |
| FactorImplementation and onboarding | What to ConsiderHow quickly can you get it up and running? Look for tools with straightforward setup and training resources like videos or webinars. |
| FactorCost | What to ConsiderDoes it fit your budget? Compare pricing plans and watch for hidden fees or long-term contracts. |
| FactorSecurity safeguards | What to ConsiderHow does it protect your data? Ensure it has encryption, regular audits, and complies with data protection regulations. |
| FactorSupport availability | What to ConsiderIs help available when you need it? Consider the support hours, channels (like chat or phone), and response times. |
What Is Retargeting Software?
Retargeting software is a tool that helps businesses re-engage potential customers who have previously interacted with their brand online. Marketing professionals and digital advertisers typically use these tools to boost conversion rates and improve return on investment.
Audience segmentation, cross-platform campaign management, and dynamic ad creation help with targeting accuracy and budget management. Overall, these tools are valuable for increasing customer engagement and maximizing marketing efforts.
Features
When selecting retargeting software, keep an eye out for the following key features:
- Audience segmentation: Allows you to categorize users based on behavior or demographics, making targeting more precise.
- Cross-platform campaign management: Enables you to manage ads across multiple channels from a single interface.
- Dynamic ad creation: Automatically generates personalized ads based on user behavior, enhancing engagement.
- AI-driven audience insights: Provides valuable data and predictions on user behavior to optimize targeting.
- Integration capabilities: Connects seamlessly with your existing tools like CRM systems for streamlined data flow.
- Real-time bidding: Helps you participate in ad auctions to get the best placement at competitive prices.
- Customizable dashboards: Offers a tailored view of key metrics, allowing you to focus on what's important.
- Security safeguards: Ensures your data is protected with encryption and compliance with regulations.
- Training resources: Includes videos, webinars, and guides to help your team get up to speed quickly.
- 24/7 customer support: Provides round-the-clock assistance to resolve any issues promptly.
Benefits
Implementing retargeting software provides several benefits for your team and your business. Here are a few you can look forward to:
- Increased conversion rates: By targeting users who have shown interest, you can turn more visitors into customers.
- Improved audience engagement: Personalized ads based on user behavior keep your audience interested and connected to your brand.
- Better budget management: Real-time bidding and precise targeting help you make the most of your ad spend.
- Enhanced data insights: AI-driven analytics provide valuable information to refine your marketing strategies.
- Streamlined workflows: Integration with existing tools like CRM systems reduces manual work and boosts efficiency.
- Scalable solutions: As your business grows, retargeting software can adapt to handle more data and users.
- Greater ROI: With targeted campaigns and efficient use of resources, you can see a higher return on your marketing investments.
Costs & Pricing
Selecting retargeting software requires an understanding of the various pricing models and plans available. Costs vary based on features, team size, add-ons, and more. The table below summarizes common plans, their average prices, and typical features included in retargeting software solutions:
Plan Comparison Table for Retargeting Software
| Plan Type | Average Price | Common Features |
|---|---|---|
| Plan TypeFree Plan | Average Price$0 | Common FeaturesBasic audience targeting, limited ad creation, and access to essential analytics. |
| Plan TypePersonal Plan | Average Price$10-$30/user/month | Common FeaturesStandard audience segmentation, cross-platform management, and basic reporting tools. |
| Plan TypeBusiness Plan | Average Price$50-$100/user/month | Common FeaturesAdvanced targeting options, dynamic ad creation, integration capabilities, and enhanced analytics. |
| Plan TypeEnterprise Plan | Average Price$150+/user/month | Common FeaturesCustomizable solutions, AI-driven insights, real-time bidding, and dedicated support services. |
Retargeting Software FAQs
Here are some answers to common questions about retargeting software:
Can retargeting software integrate with my existing marketing tools?
Yes, most retargeting software can integrate with tools like CRM systems and email platforms. This integration allows seamless data flow and enhances your marketing strategies. Before purchasing, check the software’s compatibility with your existing tools to ensure a smooth setup.
How do I know if retargeting software fits my marketing stack?
Check if it integrates with your CRM, email tools, and ad accounts. Look for native connectors and how often data syncs. Poor integration limits how well your campaigns perform.
How can retargeting software prevent ad fatigue?
Choose software with frequency caps and creative rotation. This keeps ads fresh and avoids annoying users.
What mistakes should we avoid with retargeting software?
Avoid pixel setup errors, re-targeting converted users, and ignoring attribution. Ask vendors how they track conversions.