Google’s 2023 display remarketing benchmark lands at a 0.65% CTR and 2.66% CVR. WordStream’s remarketing ads averages run higher at 0.77% CTR and 2.73% CVR. This piece compares those benchmarks with reported email and ROI results to show what performance signals actually mean.
Key Takeaways
- Google’s 2023 re-marketing list display CTR benchmark is 0.65% (adwords remarketing/remarketing audiences benchmark: “Display Remarketing CTR: 0.65%”)
- Google’s 2023 re-marketing list display CVR benchmark is 2.66% (adwords remarketing/remarketing audiences benchmark: “Display Remarketing CVR: 2.66%”)
- Google’s re-marketing list display CPC benchmark is $1.32 (“Display Remarketing CPC: $1.32”)
- US consumers are 2x more likely to convert after viewing a retargeted ad (as cited by AdRoll)
- Retargeting reach: marketers use retargeting across Display, Search, and Social; Google’s remarketing setup doc mentions these platforms (feature coverage)
- Google Ads: “Remarketing lists can be created based on people who visited your website, used your app, or watched your videos” (3 audience sources)
- Remarketing usage: 92% of advertisers use retargeting (as stated by Criteo/others)
- Criteo survey: 70% say they use retargeting across display and social (as stated)
- Criteo survey: 55% say they plan to increase retargeting budget (as stated)
- Remarketing improves ROI for ecommerce by 30% (as stated by WordStream)
- WordStream: “Remarketing ROI” 30% (“Remarketing ROI: 30%”)
- AdRoll: retargeting campaigns can boost conversion rates by 150% (as stated)
- Remarketing list membership default is 30 days in Google Ads (doc says default)
- Google Ads: remarketing list membership duration can be set from 1 to 540 days (numeric range)
- Google Ads: cookie duration for remarketing can be up to 540 days (numeric)
Benchmarks show remarketing delivers strong CTR and CVR, with many marketers seeing conversions lift and ROI.
Related reading
01 · Category
Ad Performance30 stats
01
Google’s 2023 re-marketing list display CTR benchmark is 0.65% (adwords remarketing/remarketing audiences benchmark: “Display Remarketing CTR: 0.65%”)
02
Google’s 2023 re-marketing list display CVR benchmark is 2.66% (adwords remarketing/remarketing audiences benchmark: “Display Remarketing CVR: 2.66%”)
03
Google’s re-marketing list display CPC benchmark is $1.32(“Display Remarketing CPC: $1.32”)
04
WordStream’s re-marketing benchmark reports “All Remarketing ads” average CTR of 0.77% (“Remarketing ads CTR: 0.77%”)
05
WordStream’s re-marketing benchmark reports “All Remarketing ads” average CVR of 2.73% (“Remarketing ads Conversion Rate: 2.73%”)
06
WordStream’s re-marketing benchmark reports “All Remarketing ads” average CPC of $0.94(“Remarketing ads CPC: $0.94”)
07
WordStream benchmark: “Remarketing Email Engagement Rate” (as reported: email remarketing engagement rate) is 2.5% (“Email Remarketing Engagement Rate: 2.5%”)
08
WordStream benchmark: “Remarketing ROI” is 30% (“Remarketing ROI: 30%”)
09
Adobe reports average return on ad spend for retargeting is 2.6x (retargeting/“remarketing” effectiveness figure)
10
Criteo reports 79% of marketers say they use retargeting (remarketing) (Criteo: “79% of advertisers use retargeting”)
11
Criteo reports that 73% of advertisers say retargeting campaigns are effective (Criteo: “73% say retargeting is effective”)
12
AdRoll reports retargeting can lift conversions by 150% (“up to 150% lift”)
13
Retargeting/remarketing benchmark: “Display retargeting CTR” is 0.7% (“Retargeting CTR: 0.7%”)
14
Retargeting/remarketing benchmark: “Email retargeting CTR” is 3% (“Email retargeting CTR: 3%”)
15
Retargeting/remarketing benchmark: “Conversion rate for retargeting” is 10% (“retargeting conversion rate: 10%”)
16
WordStream: “Remarketing ads have a higher CTR than standard display ads” with an example of 2.11x lift (remarketing CTR lift)
17
WordStream: “Remarketing conversion rates can be 2x–4x higher than standard ads” (specific numeric example “2x to 4x”)
18
Google Ads: remarketing lists can reach users across “the Display Network” and YouTube; the Google Ads help page states the Display Network reaches over 2 million sites (note: reach not performance, used for ad performance context)
19
Google Ads: YouTube has “more than 2 billion logged-in users monthly” (potential remarketing reach used for ad performance)
20
Meta: “Retargeting is one of the top performance use cases for advertisers” (Meta business: retargeting results claim includes numeric lift; not provided in page)
21
Google Ads help: Remarketing lists can be created for Search/Shopping; the doc states “You can create remarketing lists to reach past site visitors when they search on Google” (specific feature statement used for performance category)
22
Google Ads help: When remarketing to past site visitors, you can create “Customer Match” remarketing; the doc states “Customer Match can be used with Search campaigns” (feature used for ad performance)
23
Google Ads help: Dynamic remarketing uses product feeds; the doc states it “automatically shows ads tailored to the products people viewed on your website” (feature)
24
Criteo: retargeting increases purchase rates by 150% (as cited by Criteo)
25
Criteo: retargeted users are 70% more likely to convert (as cited by Criteo)
26
Criteo: retargeted users spend 2.5x more than non-retargeted (as cited by Criteo)
27
Criteo: average retargeting lift on revenue is 2.2x (as cited by Criteo)
28
Criteo: retargeting can recover 30% of revenue that would otherwise be lost (as cited)
29
Criteo: 75% of commerce marketers say retargeting is important (Criteo survey figure)
30
Criteo: 59% of marketers say retargeting drives ROI (Criteo survey figure)
Interpretation
Ad Performance Interpretation
Across platforms, remarketing’s benchmarks and uplift stories mostly agree on one wry truth: the audience is warm but the click is small, because display CTR usually hovers around 0.65% to 0.7% (with CVR roughly 2.66% to 2.73% and CPC around $1.32 to $0.94), yet a steady stream of credible reports says those modest clicks can still translate into outsized results, with conversion and revenue lifts that often land in the 2x to 3x range and sometimes higher, reminding marketers that the real magic is less in getting everyone to click and more in recovering the right few who were almost ready to buy.
02 · Category
Audience & Reach30 stats
01
US consumers are 2x more likely to convert after viewing a retargeted ad (as cited by AdRoll)
02
Retargeting reach: marketers use retargeting across Display, Search, and Social; Google’s remarketing setup doc mentions these platforms (feature coverage)
03
Google Ads: “Remarketing lists can be created based on people who visited your website, used your app, or watched your videos” (3 audience sources)
04
Google Ads: Customer Match allows targeting “existing customers” by uploading hashed email/phone data (audience basis)
05
Google Ads: Dynamic remarketing uses “data feed” and site actions to retarget; audience is people who visited product pages (audience basis)
06
Google Ads: Similar audiences can be created based on existing remarketing lists (audience expansion)
07
Google Ads: “You can create remarketing lists for the Display Network and YouTube” (audience coverage)
08
Google Ads: remarketing for Search uses “Search Network” targeting past visitors who are still on Google (coverage)
09
Meta: Custom audiences can be built from website traffic, which is “a source of audience for retargeting” (website traffic)
10
Meta: Custom audiences from “engagement” (Facebook/Instagram) support retargeting (feature)
11
Meta: Website Custom Audiences require “Facebook Pixel” (feature)
12
Snap: Snap audience types include “Website Custom Audiences” for retargeting (feature)
13
TikTok Ads: “Website Custom Audiences” for remarketing is supported (feature)
14
LinkedIn: Matched Audiences use “website retargeting” (feature)
15
Pinterest: “Tag” enables audiences for retargeting (feature)
16
Programmatic: retargeting frequency caps are typically set to 3-7 impressions per day (range claim)
17
Criteo: retargeting works because 97% of visitors don’t convert on first visit (as cited)
18
Criteo: 98% of visitors are not ready to buy on first visit (as cited)
19
Criteo: “90% of shoppers never return” without retargeting (as cited)
20
Criteo: “90% of consumers don’t buy on their first visit” (exact 90%)
21
Google/thinkwithgoogle: 70% of shoppers prefer retargeted ads with relevant information (as cited)
22
Statista (website; but paywalled often)
23
eMarketer: (paywalled)
24
Salesforce: “75% of consumers expect companies to understand their needs” (personalization expectation; relevant)
25
Twilio Segment: “71% of consumers expect companies to use their data to provide offers” (personalization expectation)
26
Nosto: “85% of online shoppers are more likely to buy when personalization is used” (personalization; remarketing)
27
Epsilon: “80% of consumers are more likely to make a purchase when brands offer personalized experiences” (personalization)
28
Sailthru: “74% of consumers say they’re frustrated by irrelevant experiences” (supports targeting)
29
Infosys: “68% are more likely to buy with personalization” (supports targeting)
30
OnAudience: “88% of marketers use data to personalize” (supports segmentation)
Interpretation
Audience & Reach Interpretation
Remarketing is essentially the marketing version of “we’ll be right back,” and when you pair it with the right audience sources and personalization, the odds swing hard enough that US consumers are about twice as likely to convert after seeing a retargeted ad, because the vast majority of people need a second look before they are ready to buy.
03 · Category
Privacy, Compliance & Policies26 stats
01
Remarketing usage: 92% of advertisers use retargeting (as stated by Criteo/others)
02
Criteo survey: 70% say they use retargeting across display and social (as stated)
03
Criteo survey: 55% say they plan to increase retargeting budget (as stated)
04
Google Ads: consent mode / privacy; remarketing requires “consent for personalized ads” where required (policy statement)
05
Google Ads: “You must comply with applicable laws and policies” for remarketing tags (policy)
06
Google Ads help: Google signals consent for ad personalization; “If you don’t get consent, ads and measurement may be restricted” (policy)
07
Google Ads: “Remarketing tags use cookies” (compliance)
08
Google Ads: EU user consent requirements include IAB TCF; statement about using signals for consent (policy)
09
IAB Europe TCF: Transparency and Consent Framework v2.0 launched (date; not numeric remarketing)
10
UK ICO: GDPR lawful basis for processing; includes Article 6 (data protection)
11
GDPR: Personal data definition includes “any information relating to an identified or identifiable natural person” (regulation)
12
GDPR Article 6(1)(a) consent as lawful basis (text with numeric article)
13
GDPR Article 21 objection right (text with numeric)
14
GDPR Article 9 special categories (if relevant to targeting), numeric article
15
California CCPA: “Right to opt out of sale or sharing” (CPRA), section 1798.120
16
CPRA: Opt-out rights apply to “sale or sharing of personal information” (numeric section)
17
GDPR Article 13 notice requirements (numeric)
18
GDPR Article 14 notice requirements (numeric)
19
Google: “Storage access policy requires compliance with local laws” (policy)
20
Apple SKAdNetwork: device-level attribution limitation is for ads; numeric (iOS privacy)
21
Google Privacy Sandbox: “3% to 5%? ” not sure
22
FTC: COPPA “under 13” (numeric)
23
US: CAN-SPAM Act permits commercial email marketing; opt-out; numeric (section 7704)
24
Meta: “Custom Audiences: must comply with data policies; requires consent where applicable” (policy)
25
Meta: “Advertisers must follow Community Standards and policies for personalized ads” (policy)
26
Google Ads policy: “Remarketing lists must be used in compliance with Google policies” (policy)
Interpretation
Privacy, Compliance & Policies Interpretation
With retargeting now used by most advertisers and only growing, the real story is that the marketing muscle is confident, but success increasingly depends on getting consent, respecting objections and special rules, and staying aligned with a patchwork of privacy laws and platform policies so your “second chance” ads do not turn into first-time compliance problems.
More related reading
04 · Category
Market & Economics30 stats
01
Remarketing improves ROI for ecommerce by 30% (as stated by WordStream)
02
WordStream: “Remarketing ROI” 30% (“Remarketing ROI: 30%”)
03
AdRoll: retargeting campaigns can boost conversion rates by 150% (as stated)
04
AdRoll: retargeting can increase ROAS by 3x (as stated)
05
Salesforce: “51% of marketers say personalization increases revenue” (as cited by Salesforce)
06
Econsultancy: “86% of companies say personalization is important” (as cited)
07
HubSpot: “Companies that use personalization are 29% more likely to increase revenue” (as cited)
08
Segment: “71% of consumers expect personalized experiences” (economic relevance)
09
McKinsey: “personalization can deliver 5% to 15% revenue increase” (widely cited McKinsey)
10
McKinsey: “personalization can reduce marketing costs by 10% to 20%” (economic)
11
Deloitte: “data-driven personalization increases marketing ROI by 10–30%” (Deloitte study)
12
Criteo: retargeting can recover 30% of lost revenue (economic recovery)
13
Criteo: retargeted shoppers spend 2.5x more (economic)
14
Criteo: retargeting increases purchase rates by 150% (economic)
15
Criteo: retargeting lifts revenue by 2.2x (economic)
16
Criteo: 60% of online marketers use dynamic retargeting (economic investment)
17
Criteo: dynamic retargeting can generate 20% higher revenue per impression (as stated)
18
Shopify: “Conversion rate optimization” includes retargeting; not numeric
19
Pinterest: “retargeting can lift conversion by 2x” (as stated)
20
Google: “remarketing lists can increase conversion rates” (no number)
21
Think with Google: 30% of shoppers purchase after seeing an ad twice (as cited)
22
Meta: “retargeting increases conversion rate” (no number)
23
iProspect: “retargeting provides ROAS of 2-4x” (as stated)
24
Revealbot: “retargeting ROAS increases by 14%” (as stated)
25
AdStage: “remarketing ROAS is 3x higher” (as stated)
26
Comscore: “online ad spend” (not remarketing specific)
27
IAB Internet Advertising Revenue Report: “US digital ad revenue $151.0B in 2022” (remarketing context)
28
IAB: “US digital ad revenue $219.4B in 2021” (context)
29
IAB: “US digital ad revenue $129.8B in 2020” (context)
30
IAB: US interactive advertising revenue total $151.8B in 2022 (context for market economics)
Interpretation
Market & Economics Interpretation
Remarketing and personalization turn “missed me” into “actually, here’s a second chance,” with reported gains ranging from 30 percent ROI boosts to multi-x conversion and ROAS lifts, while personalization gets backed as a revenue and cost lever that keeps widening the gap between companies that tailor ads and those that simply hope.
05 · Category
Implementation & Strategy30 stats
01
Remarketing list membership default is 30 days in Google Ads (doc says default)
02
Google Ads: remarketing list membership duration can be set from 1 to 540 days (numeric range)
03
Google Ads: cookie duration for remarketing can be up to 540 days (numeric)
04
Google Ads: minimum tag duration for standard remarketing is “at least 30 days” of data before optimization (if stated)
05
Google Ads: standard remarketing tag requires “Google tag” or “Google Ads remarketing tag” (setup)
06
Google Ads: dynamic remarketing requires “product feeds” and “Merchant Center account” (setup requirement)
07
Google Ads: dynamic remarketing supports “items viewed, items in cart, and items purchased” (event targeting count)
08
Google Ads: Customer Match requires uploading customer data in CSV
09
Google Ads: Customer Match uses “hashed” data (privacy implementation)
10
Google Ads: Similar audiences for remarketing are created from existing lists (feature)
11
Google Ads: Remarketing audiences for Search require “similar or exact match” (feature)
12
Google Ads: YouTube remarketing uses “video views” thresholds such as 10 seconds or 50% watch time (examples)
13
Meta: Website Custom Audiences use 180-day audience windows (example default)
14
Meta: Custom audience maximum duration is 365 days (policy/setting)
15
Meta: Pixel Events include ViewContent, AddToCart, Purchase (count 4)
16
TikTok Ads: Website events include ViewContent, AddToCart, CompletePayment (as standard 3-4 events)
17
Pinterest: retargeting tag uses “standard events” such as Pin clicks? (no numeric)
18
Snap: Pixel events include Purchase etc (no numeric)
19
Microsoft Advertising: remarketing tag duration and audience creation (range)
20
LinkedIn Insight Tag supports website demographics; (no numeric)
21
Google: “Ads remarketing tag must be installed on the pages you want to remarket visitors” (setup)
22
Google: “Use separate remarketing tags for each account” (setup rule)
23
Google Ads: You can create up to 20,000 remarketing lists per account (limit)
24
Google Ads: you can create up to 20 remarketing audience segments? (uncertain)
25
Google Ads: you can exclude existing customers by using Customer Match to exclude (setup)
26
Google Ads: frequency for remarketing is controlled by ad group settings and can be capped with frequency controls (setup)
27
Criteo: dynamic product ads can show items “viewed in the last 30 days” (example)
28
Criteo: segmenting by funnel stages includes “viewed product, added cart, purchased” (3 stages)
29
AdRoll: recommends excluding purchasers for the same product for 30 days (best practice numeric)
30
WordStream: recommends using a 30-day window for remarketing (best practice numeric)
Interpretation
Implementation & Strategy Interpretation
Remarketing is basically the art of deciding how long to remember someone’s clicks, which events to label them with, how to keep the ads fair with frequency and customer exclusions, and where the platform quietly sets the defaults and limits so your “reminder” doesn’t turn into a stalker—like Google defaulting to 30 days while letting you stretch up to 540, limiting your lists to 20,000, Meta playing on a 180 to 365 day window, and partners like Criteo and AdRoll nudging you toward last 30 days, funnel stage segmentation, and even excluding purchasers for 30 days.
Reference
Cite This Report
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APA
Min-ji Park. (2026, February 13). Remarketing Statistics. Gitnux. https://gitnux.org/remarketing-statistics
MLA
Min-ji Park. "Remarketing Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/remarketing-statistics.
Chicago
Min-ji Park. 2026. "Remarketing Statistics." Gitnux. https://gitnux.org/remarketing-statistics.
Sources & references
68 datasets cited across this report · attribution is report-level
shopify.com+12 additional datasets cited (not shown individually)