# Retargeting

URL: /workflows/plays/retargeting · Id: `play:retargeting`

> Retargeting shows Ads only to an owned Audience of past Visitors, capped at three impressions per Person per day.

Retargeting shows [Ads](/business/nouns/ad) only to an owned [Audience](/business/nouns/audience) of past [Visitors](/business/nouns/visitor), capped at three impressions per [Person](/business/nouns/person) a day. It converts interest the [Site](/business/nouns/site) already earned, so it is the cheapest paid [Play](/business/nouns/play) to start.

## Ratings
| Dimension | Rating | Reads |
| --- | --- | --- |
| Scalability | 3 of 5 | medium: higher grows further with spend or automation |
| Cost | 2 of 5 | low: lower costs less per Customer |
| Latency | 1 of 5 | very low: lower answers sooner |

## Budget
| Property | Value |
| --- | --- |
| Tier | $100 |
| Minimum effective budget | $100 a month |

| Monthly spend | Yields |
| --- | --- |
| $100 | One retargeting Campaign once the Audience reaches the minimum list size. |
| $300 | Retargeting across display, video and social, bounded by Site traffic. |

## How it runs
The Audience fills only with Visitors who gave [Consent](/business/nouns/consent). A [Campaign](/business/nouns/campaign) launches once the list reaches the network’s minimum size. It stops when retargeted conversion falls below the Site’s own rate after 30 days.

## Processes
Runs as [Experimentation](/workflows/processes/experimentation), accountable to the [Marketing Team](/agents/marketing).

Also sold as a Service: [Demand generation](/systems/integrations/upstreams#demand-generation).

## Fits
| Fits | Value |
| --- | --- |
| Family | demand |
| Shelf | Compound: builds an engine that keeps growing (Grow) |
| Moves | [Acquisition payback](/agents/finance#cac-payback) |
| Motions | [b2b](/business/motions/b2b), [b2c](/business/motions/b2c) |
| Venues | [Google Display](/workflows/plays#google-display), [YouTube](/workflows/plays#youtube), [Facebook](/workflows/plays#facebook) |
| States | [Live](/business/lifecycle/states/live), [Repeatable](/business/lifecycle/states/repeatable), [Scale](/business/lifecycle/states/scale) |

## Loop
| Step | Value |
| --- | --- |
| Hypothesis | Ads to past Visitors, capped at three a day, pay back faster than Ads to new Audiences. |
| Measure | [Acquisition payback](/agents/finance#cac-payback) over 30d, at least 50 observations |
| Learn | The learn step reads the Readout, records Evidence and a Decision, and drafts the next Variant. |

## Example
A [Startup](/business/nouns/startup) selling a contract-review tool retargets the 3,000 monthly Visitors who read its pricing [Page](/business/nouns/page). At $150 a month it recovers 14 trials that left without signing up.