Retargeting, also known as remarketing, is a technique used in paid social media advertising to target users who have previously interacted with a brand or its website. This technique involves placing a tracking pixel on a website, which collects data on users’ behaviour, such as the pages they visit, items they view or add to their cart, or actions they take on the site. This data is then used to retarget these users with relevant ads on social media platforms, encouraging them to return to the site and complete their purchase or take another desired action. Retargeting is an effective way to re-engage users who have shown interest in a product or service and can help improve conversion rates and ROI.