Retargeting is a fairly simple concept. The goal is to turn potential customers into actual customers by bringing someone to your site who has shown an interest in your product or service. The practice has gained a following in recent years because it consistently drives sales and revenue. Increasingly, due to strapped media budgets, marketers are relying on retargeting to boost the bottom line. But here's the truth: While everything you know about retargeting is not wrong, it is likely incomplete.