General Information about Retargeting

Retargeting enables you to remind the customers of your products and services after they leave your website without buying. It allows you to show the visitors relevant ads when they visit other sites. Retargeting is a cookie-based technology to anonymously ‘follow’ your audience all over the internet.

How it works: you place a small piece of code on your website (this code is sometimes referred to as a pixel). The code, or pixel, is unnoticeable to your site visitors and won’t affect your site’s performance. Every time a new visitor comes to your site, the code drops an anonymous browser cookie. Later, when your cookied visitors browse the Web, the cookie will let your retargeting provider know when to serve ads, ensuring that your ads are served only to people who have previously visited your site.

How to collect users on the RUNative platform

1. Manually with Pixel

STEP 1: Generate a new User Collection (create your new Pixel) from the top menu Advertisers > Tracking. All you need to do is to type a pixel name and save it. The ready pixel will appear in the left upper corner.

STEP 2: Get a ready pixel code.

Tip: Save the code in a text file not to break it.


You can create a new pixel and get its code directly from the Campaign Edit page.

Open existing campaign settings or create a new campaign → “Targeting” tab → Advanced Options → Retargeting → Simple → Create New.

Tip: Save the code in a text file not to break it.

STEP 3: Implement the retargeting pixel code into the code of your landing page.

Note: For successful retargeting, you need to have had the pixel set up on your website or landing page for at least 30 days, to ensure that the pixel triggers a minimum number of times for the RUNative algorithms to be effective.

How to target users

1. Simple retargeting

It allows you to retarget users positively or negatively (include or exclude users).

If you include a collection, the ads will be shown only for users in this collection.

To set up negative retargeting (meaning you will target only the users you have not yet captured, who have no retargeting cookie yet), just choose the “Exclude” option and select your user collection. With these settings, the users from the chosen collection will be excluded from your potential audience.

Finally, set up the rest of the setting and SAVE your ad campaign.

2. Advanced retargeting

Our advanced multi-event retargeting allows you to track users based on up to 5 dynamic parameters of your choice and you can populate them with any value.

Note: You will need to dynamically populate the <value> parameters, for which you may need help from your developer.

You will first need to create the parameters, then place the pixel on your website where you want the pixel to fire. Simply add up to 5 custom parameters when creating your tracking pixel.

Then append them to your pixel using a query string (? for the first one and the & between all the others).

<img src="//<value>&lead=<value>&addtocart=<value>&conversion=<value>&upsell=<value>" height="1" width="1"/>


For e-commerce websites you can track:

  • All users who visited your page: &pageview=<value>

  • All users who registered: &lead=<value>

  • All users who added a product to the cart: &addtocart=<value>

  • All users who converted: &conversion=<value>

You can create a campaign targeting all users who added a product to the cart but did not convert. Or you can create a campaign targeting all users who converted and sell them a different product. The possibilities are endless!

If you populate them with “1” or “0” for “yes” or “no” when creating a campaign, then: select your tracker, add the parameter that the retargeting should take into account, and add ==1 or ==0 in the conditions field.

You also can populate the parameters with any value you want, if you have this information you can populate an &age=<value> parameter, and then only target users over or under 40 years old.

How to set up retargeting for an event-based conversion

It's possible to set up our RUNative pixel for on-page single events such as buttons.

Here is an example of how you can use pixel on a button:

Note: Every website is different. We recommend having a developer implement this feature on your website or landing page.

Ideal settings for retargeting campaigns

STEP 1: Create the Prospective Ad Campaign

Once you finished all the steps, implemented the pixel code to your landing page, or simply used the “Collect users” function, we recommend creating Prospective ad campaigns.

The prospective ad campaign is your normal ad campaign where you use the landing page with the pixel or use the “Collect users” function. The aim is to direct users to your pixel to top up the database (collection) for retargeting. This campaign should be constantly active.

STEP 2: Create your retargeting campaigns

You should create a campaign and to make it retargeting press on the “Targeting” tab → Advanced Options → Retargeting → Choose Simple or Advanced Retargeting.

Tip: It is better not to choose neither targeting nor capping, nor the specific sites if you added the Retargeting Pixel.

The ideal settings for a retargeting campaign:

  • Targeting for all devices, OS, languages, browsers, etc.;

  • The campaign must be RON (no sites/ad spots selected);

  • Frequency capping should be either "No Capping" or above 4;

  • The bid must be high, dCPM, or standard CPM.

If you need a little bit of help or a piece of advice, don’t hesitate to contact your personal account manager, or reach out to us by Skype, Telegram, Email, or through the live chatbot on our website.

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