Step 2: Create your first custom retargeting list

Once your tag is installed, it's time to create retargeting lists. A retargeting list is a "slice" of your web site visitors based on what pages they visited on your site. Using the Perfect Audience segmenting tools, you can quickly make dozens of lists for any grouping of users you can think of.

By default, we create one list when you join, for "All Visitors" to your site. For this Quickstart guide, we're going to walk through making another list, one that contains people who sign up for your service or product.

With these two lists, you can later create a campaign that targets everyone who visits your web site (list one) MINUS everyone who's signed up for your service (list two).

In your "Manage" menu, 
click Create Lists.
Give the list a name.
We'll call it "Sign Ups" for this example.
Select a Retargeting Type.
On my site, everyone who signs up for a free trial is sent to a page with a URL of "/user/signedup" after signing up. So, I use the "Path" method, and I type in "/user/signedup".
When the visitor goes to that page, they will be added to
this list as someone who signed up for a free trial.

Click the blue button to save it. Now I've got two retargeting lists.

A note about wildcards: Our list-maker is very literal. If you create a list that tracks people who visit the path "/campaigns/", then it will cookie only people who visit "". If the user visits "" (notice the lack of trailing backslash), the user WILL NOT be cookied. For these reasons, we provide a wildcard symbol "*", that you can add to the end of a path to include all paths to the right of a specified path. For instance "/campaigns*" would cookie anyone who visits "/campaigns" OR "/campaigns/" OR even "/campaigns/2342". For this reason, you should be using wildcards a lot in your retargeting lists to make sure you include the people you want to include. Notice that the default "All Visitors" list uses "/*" in its settings. That's because the wildcard ensures that anyone who visits any path on the site will be cookied.

If you have questions, email

Ready for more?  Check out step 3.

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