Yahoo! JAPAN Ads

Yahoo! JAPAN Ads Help

Deliver ads to website visitors (site retargeting)

Site retargeting is a feature that allows you to deliver ads to users who have visited an advertiser's website in the past. Specify an audience list that accumulated the internet users who visited the advertiser's website in the past as target.
You can also specify the audience list as an exclude list.

The mechanism of ad delivery to web site visitors
The setup flow
View the performance values

The mechanism of ad delivery to web site visitors

You can expect ad performance to improve by displaying ads to internet users who have visited the site.

The setup flow

  1. Check the web site's "Privacy policy" page.
    Check the “Privacy policy” on the advertiser’s site. If “Matters to be included in the Privacy Policy” is not described, please describe the information. When "Required items for the privacy policy" is not stated clearly, state the information.


    The Advertising Data Usage Standards define the requirements. You must explain the fact of acquiring data and the objectives for its use to users when using ad products that use a user's visit and activity history information on your website, apps, etc. 

    Learn more about “Matters to be included in the Privacy Policy.” 

  2. Acquiring a site Retargeting tag
    A site retargeting tag is required to accumulate website visitors to the audience list.
    You can get the site retargeting tags from the Audience source view of the Campaign Management Tool.
    Learn more about details on tags to install and how to get the tag to accumulate web site visitors.
    Tags for Site Retargeting
    Get and install a site retargeting tag
    • To acquire a site retargeting tag, you must be authorized with Admin or Edit access.
    • When using a site retargeting tag, the advertiser's site's "Privacy policy" page must clearly state the Matters to be included in the Privacy Policy. Check the following before acquiring a site retargeting tag.
  3. Setting up the tag on site
    Install the site retargeting tag on the pages of the advertiser’s site.
    By setting up the site retargeting tag on the pages, you can accumulate the visit history of internet users to those pages. For details see the following pages.
    Get and install a site retargeting tag

    • It is recommended to install the site retargeting tag on all pages of the web site. Pages with no tag will not accumulate the browsing history information of users who visited those pages.
    • For sites that include double-byte characters such as full-size characters in the URL, site retargeting by URL (or partial URL character string) will not work even when a site retargeting tag is set up. Note that you might be able to create an audience list that specifies web pages by using custom labels instead of URLs. Learn more about “Set up custom labels for audience list rules.” 
  4. Create audience list
    Create the audience list of the ad delivery target on the Audience list screen.
    Select “Website visitors” or “Rule” for audience list type.
    You can create using a site URL (or a partial URL string), an optionally created custom label, a referrer URL, or other rules.
    What is Audience List 
    Create an Audience list
    Set up custom labels for audience list rules

  5. Create an ad group to set up an audience list
    *If you have already created ad groups, the following steps are not required.
    To create new campaigns and ad groups to set the audience list see the following help pages.
    Creating Campaigns
    Create an ad group

  6. Set up the audience list to the ad group
    Set up the audience list created in step 3 to the existing ad group or the ad group created in step 4. This allows you to deliver ads under the ad group to users included in the audience list.
    Learn more on following pages:
    Set audience list to ad group

    You can exclude users under specific conditions by using audience lists.
    To deliver to “users who have never visited your website”
    Create an audience list of website visitors and “exclude” "website visitors."
    Users who have visited the advertiser’s web site is excluded from ad delivery and delivered only to users who have not yet visited the web site.

View the performance values

There are two ways to view the performance (impressions, clicks, conversions, etc.) of the site retargeting set up for the ad group.

On the Campaign Management Tool

You can view the performance data from the audience list view. Learn more details on “Check performance data.” 

On the performance report

When you create performance reports, specify “Audience list name” and “Audience list ID” at “Basic item" > "Setting item : Basic”, to check on the reports.
Learn more on how to “Create performance report and template.” 



When one internet user matches multiple lists for each targeting, impressions and other performance values ​​will only be added to the list with the highest bid adjustment rate. When the maximum bid adjustment rate is set for multiple lists, the actual value will be added to each list. For the preceding reason, the total of the audience list performance values may not match the totals of other performance data and reports.

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