Free Calculator
Retargeting Calculator
Estimate your retargeting ad spend, audience size, expected conversions, and ROAS. Input your website traffic, choose a platform, and get a full breakdown of your remarketing budget in seconds.
How many unique visitors does your website receive per month?
Avg CPM: $3 – $8
Click-through rate for your retargeting ads (industry average: 0.5-1%)
Percentage of clicks that result in a purchase or signup
How much revenue does a typical conversion generate?
Your Retargeting Estimate
Retargeting Audience
2,500
25% cookie match rate
Monthly Ad Spend
$206.25
at $5.5 avg CPM
Expected Clicks
263
at 0.7% CTR
Monthly Impressions
37,500
~15 per user
Expected Conversions
5.3
at 2.0% conv rate
Revenue Potential
$263.00
at $50.00 AOV
Cost Per Conversion
$39.21
ad spend ÷ conversions
Return on Ad Spend (ROAS)
1.3x
Below target
Below the 2x breakeven threshold. Increase AOV, improve conversion rate, or lower CPM costs.
Budget Summary
With 10,000 monthly visitors, your retargetable audience is 2,500 people. On Google Display, expect to spend $206.25/mo to generate 5.3 conversions and $263.00 in revenue at a 1.3x ROAS.
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Skip the guesswork — from $69What is Retargeting?
Retargeting (also called remarketing) is an online advertising strategy that targets people who have already visited your website or interacted with your brand but left without converting. By placing a tracking pixel on your site, you can build an audience of past visitors and serve them targeted ads as they browse other websites, social media, and apps.
The key advantage of retargeting is that you're advertising to people who already know your brand. These warm audiences are significantly more likely to convert than cold traffic — studies show retargeting ads can have 2-3x higher click-through rates and conversion rates compared to standard display advertising.
Retargeting works across multiple platforms. Google Display Network shows banner and responsive ads on millions of partner websites. Meta (Facebook and Instagram) retargeting uses the Meta Pixel to serve ads in users' feeds and stories. Most businesses benefit from running retargeting on both platforms to maximize coverage.
How to Calculate Your Retargeting Budget
Calculating your retargeting budget starts with understanding your retargetable audience. Not all website visitors can be retargeted — cookie match rates typically range from 20-30%, meaning roughly 25% of your visitors will be added to your retargeting audience pools.
Once you know your audience size, multiply it by the average ad frequency (how many times each person sees your ad per month, typically 10-20 times) to get your total monthly impressions. Retargeting is priced on a CPM (cost per thousand impressions) basis: Google Display typically costs $3-8 CPM, while Meta retargeting runs $5-12 CPM depending on audience size and competition.
The formulas are straightforward: Monthly Ad Spend = (Audience × Frequency) / 1,000 × CPM. From there, multiply impressions by your expected CTR to get clicks, and clicks by your conversion rate to estimate conversions. Finally, divide total revenue by ad spend to calculate your ROAS (Return on Ad Spend).
A healthy retargeting campaign typically delivers a ROAS of 4x or higher, since you're targeting people who already showed interest. If your ROAS is below 2x, consider tightening your audience (e.g., only retargeting people who viewed a product page) or improving your landing page conversion rate.
Retargeting Best Practices
Segment Your Audiences
Don’t treat all visitors the same. Segment by page visited, time on site, or cart abandonment. Product page visitors convert at higher rates than homepage bouncers.
Set Frequency Caps
Showing your ad too often leads to ad fatigue and negative brand perception. Cap impressions at 15-20 per user per month for optimal results.
Use Burn Pixels
Remove people from retargeting audiences after they convert. No one wants to see ads for something they already bought.
Time Your Windows
Most conversions happen within 7-14 days of the first visit. Set retargeting windows accordingly — 30 days for most products, 60-90 for high-ticket items.
Test Creative Variations
Rotate ad creative every 2-3 weeks to combat banner blindness. Dynamic ads that show the exact product viewed consistently outperform generic creatives.
Run Both Platforms
Google Display reaches users across millions of websites while Meta covers social feeds. Running both ensures maximum touchpoints with your audience.
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