How to Recover and Convert Visitors in Digital Marketing

Over the years of observing digital strategies, I have realized that few actions are as powerful as re-engaging people who have already shown interest but left without converting. This is the world of retargeting—an essential tool for anyone who wants to turn scattered prospects into real opportunities. I will share what I have learned about it, how I apply it in my projects, and the main precautions to properly represent your business or brand.

What is retargeting and how does it differ from remarketing?

Many people confuse retargeting with remarketing, but in practice I have seen that understanding the difference changes everything in planning. Retargeting is a strategy aimed at re-impacting people who visited your website or interacted with digital content but did not complete an expected action, such as a purchase or registration. The main goal is to “remind” this visitor and bring them back into your funnel.

Remarketing, in the strict sense, usually involves direct communication, such as emails sent to leads who abandoned carts or downloaded content. In other words, while the former generally relies on paid media and personalized ads, the latter focuses on campaigns via email or other one-to-one channels.

Even though the lines may overlap, adopting both amplifies results. I often think of retargeting as a smart billboard that follows you precisely when you are about to forget a special offer.

“Only those who truly want you back will remind you.”

How pixel tracking and audience segmentation work

One of the most technical—but equally interesting—topics is how we identify these non-converting visitors. This happens through the so-called tracking pixel or script.

What is a tracking pixel?

A pixel is a small piece of code inserted into website pages, forms, or even shortened links provided by platforms such as CodeQR. It allows you to monitor visitor actions, such as which products they viewed, how far they progressed, and whether they completed an action (purchase, registration, etc.).

Segmentation: the magic of custom audiences

With the collected data, I create dynamic audience lists. For example:

• People who visited a specific product category but did not purchase