Creating a Retargeting audience

Retargeting Audiences are where you store identified groups of website visitors or contacts to use in a Retargeting campaign. These groups, or "audiences", can either be included in, or excluded from, your campaign.  

Good to know: Adding a person to an audience does not mean that you want to serve them an ad, only that you have categorized them based on their behavior or characteristics. 

In this guide, we will review the steps to create an audience and add people to your audience(s). 

Before getting started 

If you would like to serve Retargeting campaigns to your website visitors, please Install the Retargeting tracking code. Then, SendinBlue will be able to identify your website visitors and add them to your audience. 

Retargeting audience strategy 

An audience may include a broad group of people or a precise segment. For example: 

  • a broad audience = all website visitors
  • a precise audience = only people who have achieved your goal (purchase, visiting a page, etc.)

During campaign setup, audiences can be used to include or exclude people from a campaign. Many campaigns utilize two or more audiences, such as one broad audience to include and one precise audience to exclude. 

It's best to start by creating audiences that are specific to your own business goals. Let's consider a few sample cases:  

Goal: Bring back website visitors to make a purchase 

If you are an ecommerce marketer targeting cart abandoners, you might use these two audiences:

  • Include Audience 1: all visitors who created a cart in the previous 10 days
  • Exclude Audience 2: all visitors who completed a checkout in the previous 10 days

Goal: Convert unknown website visitors to known email contacts

B2B marketers, SaaS marketers, event marketers, physical businesses, and those with long lead times benefit from bringing back unknown website visitors to submit a form. The form captures the necessary information to help you nurture the contact to the next step in your marketing/sales funnel, such as:   

  • booking a demo or requesting information
  • subscribing to a newsletter 
  • creating a free trial or freemium account

Your audiences might be: 

  • Include Audience 1: all visitors who visited your homepage or a specific webpage
  • Exclude Audience 2: all contacts who submitted your form 

We will continue using the ecommerce example of targeting cart abandoners throughout this guide.

Creating and adding people to a Retargeting audience are two distinct steps. Next, let's create an audience. 

Creating a new Retargeting audience

There are two ways to create a new audience and both are in the Campaigns platform inside the Retargeting area.   

1. Create an audience without creating a campaign

Click on the Audiences tab in the left navigation or go directly to this page:

Click on Add a new retargeting audience, give it a name, and click on Create


2. Create an audience while creating a campaign

During the "Audience" step of the campaign creation process, choose the option to Target a specific audience

Then click on Create a retargeting audience, give it a name, and click on Create


Adding people to a Retargeting audience 

You will use SendinBlue Automation to add new people to your Retargeting audience. Let's visit Automation > Workflows and click on Create a new workflow to get started. 

Choose Custom workflow and give your workflow name. 

Next, you will be prompted to Add an entry point.

  • Choose email activity if you would like to monitor and retarget your email clickers.
  • Choose website activity if you would like to monitor and retarget your website visitors. 

Retargeting website visitors

Choose Contact visits a page to add people who visit a specific page, or Another event happens to add people who complete a custom event that you have specified.

Following our ecommerce example, if your website has a specific "success" page URL reached by people who create a cart or complete a purchase, use the Contact visits a page option for simple setup. 

If you wish to use a custom event, your website developer can follow this documentation to create a custom event for you

Next, add a step to your workflow and choose add the visitor to a retargeting audience. Select your desired audience and save your workflow.

Be sure to activate your workflow as the final step. Now, your website visitors will be automatically added to your audience! 


Monitoring your Retargeting audience

To monitor how many people have been added to your audience, visit the Automation Workflows tab ( and click on View Stats for your audience's workflow. 


Using your audience in a Retargeting campaign 

Once your audience has been created, you are ready to use it in your Campaigns! Follow this guide to learn more about adding your audience to a campaign

Further reading