Using First-Party Data to Improve Email and Website Retargeting
The End of Easy Retargeting
Retargeting has long been a marketer’s secret weapon — reminding shoppers what they left behind and nudging them toward conversion. But with the decline of third-party cookies, that playbook is changing fast.
The good news? Your first-party data — collected directly from customers who interact with your brand — is more valuable than ever. When activated strategically, it can supercharge both email and website retargeting, making your campaigns more relevant, privacy-compliant, and effective.
Learn more about how this connects to first-party data activation.
Why First-Party Data Matters for Retargeting
Unlike third-party cookies, first-party data is:
Consent-based: Users have opted in through subscriptions, purchases, or form fills.
Reliable: It’s directly tied to your own customer touchpoints.
Durable: It survives browser and privacy policy changes that disrupt third-party data.
This foundation enables you to create smarter, high-intent segments for retargeting — users who already know your brand and are more likely to convert.
Step 1: Collect and Organize Your Data
Your retargeting strategy starts with understanding your audience.
Consolidate data from:
Website analytics (GA4 event tracking)
CRM platforms (email and purchase data)
Customer surveys or loyalty programs
Once organized, your first-party data becomes the fuel for advanced segmentation.
Step 2: Segment Audiences by Behavior
Not all visitors should be treated the same. Segment by:
Cart abandoners: Target with reminder emails or limited-time offers.
Product viewers: Show similar or complementary products.
Frequent visitors: Use dynamic ads to personalize recommendations.
Inactive customers: Send re-engagement sequences.
For example, an ecommerce brand might build a GA4 audience for users who viewed a product but didn’t check out, then trigger a follow-up email 24 hours later.
This aligns directly with audience segmentation strategies that improve campaign efficiency.
Step 3: Activate Retargeting Channels
Personalize subject lines and content using purchase or browsing history.
Set up automated workflows triggered by on-site activity.
Use predictive analytics to re-engage churn-risk customers.
Website
Display dynamic content for returning visitors.
Offer exclusive discounts or recommendations based on prior behavior.
Integrate CRM and analytics to unify experiences across devices.
Learn how this approach ties into creating omnichannel experiences.
Step 4: Measure and Optimize
Track success using key metrics like:
Open rate and click-through rate (email)
Conversion rate (on-site)
Revenue per session
Customer lifetime value (LTV)
Use GA4 and visualization tools like Looker or Power BI to monitor performance and refine messaging over time.
Real-World Example
A luxury retailer leveraged first-party data from loyalty sign-ups and purchase history to personalize both email and website experiences. Within two months, they saw:
35% higher open rates on targeted emails
22% lift in returning customer conversions
15% increase in average order value
Final Thoughts
First-party data transforms retargeting from guesswork into precision marketing. By connecting your CRM, analytics, and creative strategy, you can deliver timely, relevant experiences that convert.
To see how this fits within a larger data-driven ecosystem, explore our insights on data privacy compliance and RoAS optimization.