What does "remarketing" in Google Analytics refer to?

Remarketing in Google Analytics specifically refers to the strategy of showing targeted ads to users who have previously visited a website but did not complete a desired action, such as making a purchase or signing up for a newsletter. This practice aims to re-engage those users and encourage them to return to the site to complete the conversion.

By leveraging data collected about user behavior, businesses can create personalized advertisements that resonate with previous visitors, reminding them of products or services they showed interest in. This method is effective because it focuses on an audience that has already demonstrated some level of interest, thus increasing the likelihood of conversions.

The other options describe different scenarios that do not accurately reflect the concept of remarketing. For example, the first option refers to the initial conversion of new users, which is not associated with the remarketing process. The third choice talks about issues with user identification due to cookie deletion, which pertains to tracking challenges rather than remarketing strategies. The last option discusses a competitive action that does not involve re-engagement of past visitors through targeted ads.