Retargeting campaign basics for your Salla store

Retargeting campaign basics

Last updated: Thursday 27 August 2026.

Getting plenty of visitors to your store every day, but only a few of them complete a purchase?

Retargeting is one of the most effective ways to turn those visitors into buyers. Retargeting campaigns remind customers of your products and services after they leave your store without buying, by showing them relevant ads as they browse other websites, apps, and search results. Because you're reaching people who already know your store, your message lands with a far more receptive audience. In this guide, you'll learn the two core stages of a retargeting strategy and where to find the step-by-step setup for each platform.

Retargeting works by placing a small piece of JavaScript — a pixel — on your store. It tags visitors' browsers with a cookie, and when they leave, ad platforms use that cookie to show them ads based on the exact pages they viewed. Setting it up takes two stages: connect the pixels, then launch the campaigns.

📌 Article overview

- Stage one: prepare your Salla store for retargeting campaigns

- Stage two: run retargeting campaigns on each platform

- Frequently asked questions

Here are the two core stages of a retargeting strategy:

Retargeting campaign basics

Stage one: prepare your Salla store for retargeting campaigns

Your Salla store needs to be connected to your accounts on the search engines and social platforms you plan to advertise on. Without those connections, your retargeting campaigns can't run properly or profitably.

Prepare your store for retargeting campaigns on:

Connecting with X
Connecting with Snap Pixel
Connecting with TikTok Pixel
Connecting with Facebook Pixel
Connecting with Google Ads

Stage two: run retargeting campaigns on each platform

A retargeting campaign follows this sequence:

Retargeting campaign basics

When someone visits your website, an unobtrusive piece of JavaScript — often called the pixel — places a cookie in their browser. When they leave your site and browse the web, that cookie tells the retargeting platforms to show them specific ads based on the exact pages they visited on your site.

The advantage of pixel-based retargeting is its timing: visitors can be retargeted immediately after leaving your site, with ads tied to a specific page they viewed.

For step-by-step details, see:

Frequently asked questions

❓ How much does retargeting cost?

The actual cost of a retargeting campaign depends on the cost of each ad placement and, of course, the budget you allocate. The value you get depends on the pricing model on offer and your specific goals.

A retargeting campaign typically costs less than a regular campaign, because it targets an audience that has already shown interest in your business.

❓ How do I know whether a paid ad is succeeding?

Every paid ad has metrics that prove how well it's working. The most important are:

1. Ad clicks. The total number of visitors who clicked your ad to see its details — a measure of how likely those visitors are to convert into leads, since they took the initiative to engage with your ad.

2. Click-through rate. The share of people who saw your ad and decided to click it. A high click-through rate tells you the ad is working effectively.

3. Cost per click. The amount you pay each time someone clicks your ad. It varies by keyword, so focus on the strength of your keywords rather than their number — a strong conversion rate here reflects a successful ad.

4. Conversions. Once someone clicks through to your ad's landing page, a conversion is counted when they take the action the ad targets. For example, if the goal is a product purchase, the conversion may be that purchase — direct proof the ad is effective.

5. Conversion rate. The percentage of people who clicked your ad and went on to complete the targeted action, whether a purchase or something else. A high rate shows real interest and engagement with your ad.

6. Cost per conversion. How much you spent on the ad relative to the number of visitors who converted. Unlike the metrics above, this one should be low — meaning you're getting a good number of conversions at a limited cost.

After analyzing these metrics for each paid ad, the data you've collected will reveal clear opportunities for improvement — record them so you always have concrete goals for optimizing the next campaign.