Retargeting
Showing ads to users who previously interacted with your protocol but didn't convert, or who converted but you want to re-engage.
How It Works in Web3
Traditional retargeting used cookies to track website visitors. Web3 retargeting uses onchain behavior: target wallets that connected but didn't transact, target users who made one transaction but haven't returned, target former users who've been inactive for 45+ days.
Strategic Value
Users who've already shown interest are more likely to convert than cold traffic. Retargeting typically has higher conversion rates and lower CAC than prospecting campaigns.
Particularly valuable for addressing delayed conversions—users who intended to use your protocol but haven't gotten around to it yet.
Best Practices
Don't be aggressive—web3 users are security-conscious and may perceive excessive retargeting as surveillance. Limit frequency to avoid ad fatigue. Use different creative that addresses specific barriers (e.g., "Still haven't tried staking? Here's why it's secure").
Platform Availability
Requires wallet-based targeting and custom audience targeting capabilities. Not all web3 ad platforms offer true retargeting functionality. Cookie based is of course available as a carry over from web2.