Best Retargeting Software Shortlist
Here are the top 12 retargeting software I selected for my shortlist:
- Marketing 360 - Best for software and services
- Justuno - Best for website personalization
- Froged - Best for customer success and retention
- emBlue - Best for a flexible solution
- Magicx - Best for ecommerce ad management
- Kevel - Best for monetizing your platform
- Scalify - Best for scaling small businesses
- Outbrain - Best for advertising on media platforms
- AdRoll - Best for advertising and marketing tools
- TargetBay - Best for ecommerce email and SMS
- OptiMonk - Best for online store personalization
- StackAdapt - Best for advertising and marketing agencies
There once was a time that a customer might walk into your business, tell you they’re “just browsing,” meander around for a bit, and then leave, never to be heard from again. But in the digital era, it’s rare that any of us can interact with a brand without leaving a trace — and those traces can be the key to increasing your conversion rates.
Retargeting software helps you spot potential new customers and monitor their interactions with your business. With that information, you can create personalized remarketing campaigns to turn leads and prospects into paying customers. I’ve looked into the best retargeting software available, and tested and reviewed my top choices below.
What is Retargeting Software?
Retargeting software is a digital marketing platform that helps you track and advertise to individuals who have previously interacted with your company’s website, products, or services. Marketing and sales teams use it to stay top of mind with potential customers, whether that’s through ad campaigns, email marketing campaigns, website personalization, or targeted outreach. These software solutions facilitate tasks like website tracking, audience segmentation, campaign management, and dynamic retargeting efforts.
Overviews of the 12 Best Retargeting Software
Below, I’ve written overviews of the best retargeting software that made it onto my top 12 list. I’ve included details about their best use case, standout features, and pros and cons. I’ve also added a screenshot of the interface, to give you a feel for each platform.
1. Marketing 360 - Best for software and services
Marketing 360 is a comprehensive online marketing platform for small businesses. The company provides both software and services to manage various digital marketing activities.
Why I picked Marketing 360: The software and services offered are robust and cover a wide range of core marketing activities, which is why I included this provider on my list. The software has customer relationship management (CRM) tools, email marketing, social media and reputation management, and ecommerce features. As for retargeting, it has ad management and intelligence tools to help you understand your performance and craft more effective ad campaigns. The intelligence module lets you track your website, ads, social media, listings, content, and more, giving you a comprehensive view of your overall brand presence online.
Marketing 360 Standout Features and Integrations
Standout features include the company’s team of experienced marketing professionals who can help you plan and execute your marketing strategies. If you have limited internal resources or you want to expand your marketing efforts, this can be a good option. I was impressed by the scope of the software alongside the capabilities of the services team.
Integrations include WooCommerce, Shopify, Gravity, Facebook, Google, Bing, Quickbooks, Yext, Top Rated Local, and Stripe.
Pricing One-Liner: Pricing available upon request
Free Trial One-Liner: Free demo available
Pros
- Comprehensive analytics and reporting
- Friendly, easy to use software
- Comes with a team of marketing specialists
Cons
- Complete solution, not modular
- No software offer separate from services
2. Justuno - Best for website personalization
Justuno is a multi-channel marketing platform with segmentation and retargeting tools alongside website personalization and paid media management capabilities.
Why I picked Justuno: If you want to better target the customers that land on your website or returning shoppers, I chose this software as a good option for that use case. Its personalization capabilities help you upsell and cross-sell more effectively with smart product recommendations and countdown timers. You can also set up push notifications and abandoned cart reminders to re-engage shoppers. The software’s segmentation capabilities have over 80 rule sets to help you craft highly personalized marketing campaigns.
Justuno Standout Features and Integrations
Standout features include the gamification features. You can add spin-to-win or scratch and save pop-ups to engage customers and drive more sales on your site. I also noticed the first-party website tracking capabilities of the software, which provide helpful data. You can use these insights to inform both your onsite and off-site retargeting strategies.
Integrations include BigCommerce, Shopify, Klaviyo, Magento, ActiveCampaign, Emotive, Google Analytics, HubSpot, IBM, Lightspeed, and over 100 others.
Pricing One-Liner: From $29/month
Free Trial One-Liner: 14-day free trial available
Pros
- Well-suited to ecommerce companies
- Easy to use pre-built design elements
- Intuitive tracking dashboard
Cons
- Advanced rules can be tricky to set
- Can’t schedule promos for future dates
3. Froged - Best for customer success and retention
Froged is a customer experience platform that helps you improve customer onboarding, product adoption, and customer engagement and satisfaction.
Why I picked Froged: I selected this software for my list as a tool to improve existing customer engagement and retention. The platform’s onboarding features let you create customized workflows to get new customers up and running quickly with your product. You can also personalize their experience through behavioral segmentation. In-app messages, live chat, and a knowledge base offer proactive customer support to keep users engaged and improve overall product adoption.
Froged Standout Features and Integrations
Standout features include the ability to create proactive customer support flows based on user behavior. Retargeting your existing customer base can be as impactful as retargeting leads, if not more so. Especially for small businesses with limited customer success resources, ingraining support content into your platform can go a long way.
Integrations include Slack, Segment, Whatsapp, Twilio, Jira, Google Meet, and Facebook Messenger. You can also build custom integrations with the software’s API, or connect it with a Zapier account to configure additional integrations.
Pricing One-Liner: From $88/month
Free Trial One-Liner: Free plan available
Pros
- Great for apps and other web-based products
- Free plan for up to 200 monthly active end users
- Friendly user interface, easy to navigate
Cons
- Not suited to pre-purchase retargeting
- Not all integrations come with every plan
4. emBlue - Best for a flexible solution
emBlue is a SaaS product that has email and SMS, CRM, automation, and remarketing tools. It’s an adaptable software that can be used in various industries and business models.
Why I picked emBlue: This software has a broad functionality and provides various tools and features to support your marketing efforts. I chose it for its flexibility, because it caters to the needs of different types of companies. You can use it to track your website pixels and effectively upsell and cross-sell with messages, banners, and pop-ups on your website. But you can also use it to craft personalized retargeting email and SMS workflows, and to store customer data for future retargeting efforts.
emBlue Standout Features and Integrations
Standout features include the drag-and-drop email builder, which makes crafting branded emails simple and quick. The emails are responsive and mobile-friendly, and I also really like that you can save them as templates for future use. This really speeds up the process of crafting email flows for retargeting.
Integrations include Facebook, Magento, Vtex, MailMunch, PrestaShop, and WoowUp. You can also configure additional integrations by connecting the software to a Zapier account.
Pricing One-Liner: From $180/month
Free Trial One-Liner: Free plan available
Pros
- Versatile and adaptable features
- Multi-channel retargeting (email, SMS, chat, notifications)
- Can be used for remarketing or customer success
Cons
- Limited native integrations
- Reporting is rudimentary
5. Magicx - Best for ecommerce ad management
Magicx is an ad tracking, automation, and optimization platform for ecommerce brands that want to improve their advertising strategy.
Why I picked Magicx: Specifically designed for ecommerce companies, I decided to include this software because of its tracking and optimization capabilities. It can help you track where customers are coming from and how your ads convert, and has accurate attribution models built in. You can also set up AI-powered automation to manage your ads, which reacts quickly to fluctuations in performance to help maximize your ROAS. The software can be used to develop full-funnel campaigns, from prospecting through to acquisition, retargeting, and retention.
Magicx Standout Features and Integrations
Standout features include the software’s AI-powered predictive insights. The tool can predict which audiences you should target (or retarget) next, helping you speed up time on running analytics or playing the guessing game. I thought this was a really cool time-saving feature, and it helps relieve the stress of planning audiences manually.
Integrations include Shopify, Google Ads, and Facebook Ads.
Pricing One-Liner: From $99/month
Free Trial One-Liner: 7-day free trial available
Pros
- Automate ad management
- Accurate, built-in attribution model
- Helpful, responsive support team
Cons
- Modular solution, unclear pricing structure
- Cumbersome setup process
6. Kevel - Best for monetizing your platform
Kevel is an ad management, audience tracking, and demand partner management platform. These three modules of the product come together as an effective brand monetization solution.
Why I picked Kevel: You can manage your advertising activities and find demand generating partnership opportunities with this software. I chose it because of its unique partnerships module, which connects you with brands that want you to advertise on their behalf. It’s well-suited to DOOH media companies, podcast networks, or other brands that wish to monetize their platforms. Once you’ve built out your roster of ad partners, you can then segment your audience to deliver relevant, targeted ads.
Kevel Standout Features and Integrations
Standout features include the segmentation capabilities, which cover both user behavior and contextual factors. So, for example, you can target users based on actions they take on your site, or habits they have with your brand — but you can also target them based on their location, the weather, or what device they’re using. This is super handy because you can get hyper-personalized about who you target with what.
Integrations can be configured with the software’s API.
Pricing One-Liner: Pricing available upon request
Free Trial One-Liner: Free demo available
Pros
- Comprehensive knowledge base and docs
- Responsive and helpful support team
- Highly customizable and versatile
Cons
- Pricing isn’t transparent
- Using the API requires programming knowledge
7. Scalify - Best for scaling small businesses
Scalify is an ad management and automation software with analytics tools to help you track and improve your ad performance.
Why I picked Scalify: This software was specifically designed to help small businesses scale, which is why I included it on my list. It’s a user-friendly ad platform that helps you track your audience and effectively segment, target, and retarget them with your ad campaigns. Its automation features help reduce your manual workload, like its built-in optimization rules that turn off underperforming ads and reactivate high-performing ones. It also has pre-built dashboards to help you monitor your overall ad strategy at a glance.
Scalify Standout Features and Integrations
Standout features include the software’s AI ad copy generator, which can really speed up your ad creation process. You provide it with information about your brand and products, and it uses that to generate ad copy. Especially for small businesses with limited resources, I thought this was a really helpful tool. Whether or not you have an in-house copywriter, the AI comes up with options for ad copy that you can use as-is or adjust as needed.
Integrations include Google Analytics, Google Merchant Center, Shopify, WooCommerce, BigCommerce, Wix, MailChimp, and Squarespace.
Pricing One-Liner: From $39/month
Free Trial One-Liner: 7-day free trial available
Pros
- Unlimited websites, ad accounts, and ad spend
- User-friendly interface, easy to navigate
- AI and automation reduce manual work
Cons
- MailChimp and Squarespace integrations not included in basic plan
- Some retargeting features not included in basic plan
8. Outbrain - Best for advertising on media platforms
Outbrain is a smartad solution that connects companies with media and other platforms that will advertise their products, helping to expand your brand’s reach.
Why I picked Outbrain: I picked this software as a good option for advertising across the open web. You can create native, video, carousel, click-to-watch, banner, and other types of ads that will appear across different media platforms, publications, and other web pages. The platform targets your ads towards lookalike audiences that are similar to your customer base, and uses first-party and third-party data to target the best user segments. You can craft campaigns that will then be promoted across the open web.
Outbrain Standout Features and Integrations
Standout features include the software’s brand studio, which helps you craft compelling and engaging ad content. Their team works collaboratively with you to understand your products, audience, and brand identity, and develop ad campaigns that perform. I thought this was a cool feature, because it provides outside expertise and could be helpful for companies with limited internal resources.
Integrations are not listed by the provider.
Pricing One-Liner: Pricing available upon request
Free Trial One-Liner: Free demo available
Pros
- Advertise natively across reputable publications
- Configure your targeting and reach relevant audiences
- Access a brand studio to support your ad development
Cons
- Pricing is not transparent
- Comes with a learning curve
9. AdRoll - Best for advertising and marketing tools
AdRoll is an advertising and marketing management software with a wide array of features to support your growth marketing efforts.
Why I picked AdRoll: If you’re looking for a software that can facilitate not just your ad management but also your marketing activities, this could be a good choice. You can create both brand awareness and retargeting ads, but also manage your email marketing in the platform. Over 500 ad networks are supported, helping you reach your target audience across as many sources as you like. You can also track the performance of your ad campaigns in real-time, and set up automations to streamline your marketing activities.
AdRoll Standout Features and Integrations
Standout features include the built-in retargeting AI, which helps you target your ads more effectively. The software also has a pixel code snippet you can add to your website to bring user data directly into the platform. That data can then be used to optimize your advertising and marketing efforts.
Integrations include TikTok, Pinterest, Facebook, Instagram, HubSpot, Marketo, Mailchimp, Segment, Hevo, Shopify, WooCommerce, BigCommerce, and Magento.
Pricing One-Liner: From $36/month
Free Trial One-Liner: Free demo available
Pros
- Pay-as-you-go option for ads only
- Well suited to ecommerce businesses
- Email marketing in the same platform
Cons
- Robust system, takes time to learn
- Onboarding not included in basic plan
10. TargetBay - Best for ecommerce email and SMS
Draw from the software’s 350+ pre-built integrations or create your own, and manage emails, SMS, and user reviews in one place.
TargetBay offers a marketing email and SMS automation software designed specifically for ecommerce businesses. A review and referral management platform is also available from the company.
Why I picked TargetBay: Ecommerce companies that want to manage their email and SMS retargeting will find all the tools they need in this platform. I added it to the list because of its full feature set including over 350 pre-built email templates and pre-written, personalized email copy. You can run A/B tests on every element of an email, segment your audience, and improve your deliverability. As for SMS, you can add your text messages into a workflow alongside emails, draw from the bank of ready-made suggestions, and even manage 1-on-1 conversations.
TargetBay Standout Features and Integrations
Standout features include its modular setup, which I think makes it a flexible solution. You can opt to use just the email platform, the SMS platform, or the reviews and referrals platform. Each product is sold separately, allowing you to create a setup that makes sense for your brand. The reviews management tool lets you solicit and manage customer reviews, and you can also curate customer-generated content like instagram posts to appear on your website.
Integrations include Shopify, WooCommerce, BigCommerce, Magento, Miva, Ecwid, Smile.io, and LoyaltyLion. Additional integrations can be configured through Zapier or Recharge.
Pricing One-Liner: From $10/month for email only
Free Trial One-Liner: 14-day free trial + free plan available
Pros
- Chat, email, call, and video support available
- Support to migrate from another platform
- Modular solution, buy only the tools you need
Cons
- Cost increases when adding SMS and reviews
- Somewhat complex pricing structure
11. OptiMonk - Best for online store personalization
OptiMonk is an ecommerce personalization software with popups and A/B testing tools for your web store.
Why I picked OptiMonk: This software made it onto my list because it provides a well-rounded toolkit for creating a more personalized shopping experience on your ecommerce site. You can create popups for your web store using the software’s themes and no-code editor, and develop a template gallery to create new messages quickly. To collect visitor data, you can add custom input fields and build feedback surveys. You can also add sticky bars, teasers, and embedded content for a less obtrusive user experience.
OptiMonk Standout Features and Integrations
Standout features include the gamification tools provided in the software. Countdowns, spin-to-win, scratch-and-win, and other templates are available to create a more dynamic and interactive experience. I love that you can add these simple yet engaging assets to make your on-site retargeting efforts fun and effective.
Integrations include Shopify, BigCommerce, WooCommerce, OpenCart, Klaviyo, ActiveCampaign, HubSpot, Keap, Marketo, Salesforce, WordPress, and Magento, among others. Additional integrations can be configured using Zapier or Webhooks.
Pricing One-Liner: From $32.50/month
Free Trial One-Liner: Free plan available
Pros
- Free plan for up to 15,000 monthly page views
- Detailed segmentation options
- Tons of pre-built templates and themes
Cons
- Lots of options, can cause overwhelm
- Lacking some customization
12. StackAdapt - Best for advertising and marketing agencies
Manage programmatic ad campaigns for various industries and track your performance using the software’s reporting dashboard.
StackAdapt is a programmatic advertising platform for agencies that helps you distribute client assets across various platforms and publications easily.
Why I picked StackAdapt: Marketing and advertising agencies work hard to produce on-brand, relevant, high-quality content for their clients. But getting it in front of the right eyes can be a bit tricky, which is why I added this software to my list. You can find opportunities to advertise across channels in finance, B2B, healthcare, retail, travel, and other specific industries. And, you can craft ads in video, display, audio, in-game, native, and other formats. The software also has detailed analytics capabilities to help you track campaign performance and optimize as needed.
StackAdapt Standout Features and Integrations
Standout features include its contextual targeting capabilities. You can match your ad content with specific site content so they appear in the most relevant contexts and seem like an obvious next step. The software uses AI to assess a page’s context, and you can set up custom keyword targeting rules for your ads. These details can go a long way in making ads feel more relevant for users browsing the web, helping to build brand trust.
Integrations can be configured using the software’s DSP API.
Pricing One-Liner: Pricing available upon request
Free Trial One-Liner: Free demo available
Pros
- Flexible for various industries and contexts
- Responsive, knowledgeable support team
- User-friendly interface, easy to learn
Cons
- Target audience segments can be small
- Reporting lacks customizability
Other Retargeting Software Options
Didn’t find exactly what you were looking for on my short list? Here are a few more options that are worth considering:
- Mailchimp - Best for email retargeting
- User.com - Best for omnichannel retargeting campaigns
- PixelMe - Best for companies selling on Amazon
- LeadPost - Best for collecting lead data
- Criteo - Best for AI-powered product recommendations
- Aimtell - Best for fully managed ad services
- PushPushGo - Best for push notification retargeting
- Sleeknote - Best for popup retargeting
Selection Criteria For The Best Retargeting Software
In my search for the best retargeting software available, I started with a long list of the ones with the most positive user reviews. To narrow it down, I used the evaluation criteria I’ve outlined below to assess how each option lined up against the rest. I also used my background in revenue operations to look out for unique or standout features that would be true value-adds.
Here are the criteria I used to select the retargeting platforms for my list:
Key Features
Here are some of the core features I looked for while researching the best retargeting software to include in my list:
- Website visitor tracking: The software should monitor how users arrive to and navigate your site.
- Ad management: You should be able to manage different types of digital advertising and ad campaigns.
- Analytics and reporting: Tools to track metrics on your website and ad performance should be included.
Usability
Complex navigation and a clunky interface are a red flag when I’m researching software. These tools are meant to streamline and support your workflow, not add to it. I looked for retargeting solutions that were user-friendly and easy to set up and connect with your ad platforms and other marketing tools.
Integrations
You’ll want to find a software that can integrate with your existing tech stack. I looked for native integrations with common marketing platforms like CRM software, advertising platforms like Google ads and Facebook ads, and ecommerce SaaS tools like Shopify and BigCommerce. I’ve also noted in my overviews whether a platform has an API you can use to build custom integrations, or if it integrates with third-party integration tools like Zapier.
Pricing
The cost of retargeting software can vary, but tends to be a flat rate per month. Most solutions provide a few pricing tiers that come with additional features, users, or functionality. Some providers also offer a free plan or free trial, and some have custom pricing depending on your company’s needs. For context, the starting prices of the tools on this list range from around $10 per month all the way up to around $200 per month.
People Also Ask: Common Questions About Retargeting in Marketing
If you still have questions about retargeting, remarketing, and the software you can use to facilitate these activities, you’re in the right place. Here are answers to a few frequently asked questions:
Who uses retargeting software?
What are the benefits of retargeting software?
How do you create a retargeting strategy?
How can I retarget for free?
Other Revenue Operations Software
Looking for more software solutions to support your revenue operations teams? Here are a few other software types I’ve tested and reviewed:
Reduce, Reuse, Retarget
You can reduce your acquisition costs and reuse your lead lists by retargeting key audience segments with advertising and marketing campaigns. And the retargeting software on this list can help you do so more effectively! Try them out or take what you’ve learned from this article, and find a tool that’s the right fit for your needs.
Want to get expert insights and leading software advice for your revenue operations? Subscribe to our newsletter mailing list to have our latest content delivered straight to your inbox.