What is the practice of advertising to users based on their previous actions on your website known as?

Retargeting is the practice of displaying advertisements to users based on their previous interactions with a website. This method allows businesses to reconnect with potential customers who have shown interest but may have left the site without completing a desired action, such as making a purchase or filling out a form. By targeting these users with specific ads that remind them of their previous interest, businesses can improve their chances of conversion.

This approach leverages cookies to track user behavior online, enabling the creation of tailored ads that resonate with the users’ interests and actions. Retargeting campaigns can be implemented across various platforms, including social media and search engines, making them a versatile tool in digital marketing.

In contrast, the other options play different roles in digital marketing. A/B testing involves comparing two versions of a webpage or ad to determine which performs better, but it's not focused on targeting users based on past actions. Segmentation refers to dividing an audience into specific groups based on characteristics or behaviors, which aids in targeted marketing but doesn't specifically address the advertisement strategy based on user history. Audience insights provide analytics and understanding about the audience demographics and behaviors, but again, they do not focus on actively retargeting users based on their past website interactions.