LeafprintComparison
Identity resolution vs. retargeting
Both start with someone visiting your site, and that is where the similarity ends. Retargeting is a way of delivering ads. Identity resolution is a way of learning who visited.
| Identity resolution | Retargeting | |
|---|---|---|
| What it does | Attempts to match a visit to a profile | Shows ads to past visitors |
| What you see | Profiles and page activity | Reach, clicks, and campaign results |
| Depends on | Data provider matches | An ad platform that accepts your business |
| Cannabis limits | Privacy and contact rules | Platform policies and advertising rules |
| Best use | Insight and account research | Staying visible with past visitors |
How retargeting works
A tag on your site adds visitors to an audience held by an ad network, and that network can show them ads later. You generally do not learn who those people are. You see aggregate campaign results instead.
For cannabis, the hard part is finding somewhere to run those ads. Many large platforms restrict or prohibit cannabis advertising, so your options depend on which networks accept cannabis businesses in your market, and on their rules. Check the current policy before planning around any platform.
How identity resolution differs
Identity resolution does not deliver any message by itself. It gives you information about who may have visited, and what they did. That makes it useful for different questions: who is my traffic, which accounts are interested, and which channels bring the right people.
It also comes with a different risk. You are handling profile information tied to individuals, so privacy disclosure, access control, and request handling all require care. Retargeting has its own privacy considerations, but you usually do not hold the identity data yourself.
When retargeting fits better
If your goal is to stay in front of past visitors at scale, and you have access to a compliant ad channel, retargeting is the direct tool for the job. It needs no follow-up from your team, and it does not depend on any individual match. It also suits consumer retail, where one person's identity rarely matters as much as overall reach.
When identity resolution fits better
If you sell to businesses, knowing that a particular retail group read your wholesale page can be worth more than any number of ad impressions. It also fits when your main question is about understanding audience quality rather than delivering a message, and when ad options in your market are limited.
Can you run both?
Yes, and they do not conflict. A retargeting campaign can bring people back, and your identification data can show what they do when they return. If you do run both, make sure your privacy policy covers both, and that your site's consent setup treats each tool correctly.
The mistake to avoid
Do not use a match as a way around ad restrictions by contacting people directly. If an ad platform would not let you reach someone, a matched phone number is not a loophole. Direct contact has rules of its own, and for texts that means written consent. Read why a match is not consent, and our compliance guidance before planning outreach.
Common questions
Which is better for cannabis?
It depends on the goal. Retargeting keeps you visible where ad channels accept cannabis. Identity resolution suits research and B2B account work.
Does retargeting show me who visited?
Usually not. You typically see aggregated campaign results. The ad network holds the audience, and you do not receive individual identities.
Is a match a way around ad restrictions?
No. Contacting someone directly carries its own rules, including written consent for marketing texts. Treat it as a separate decision with separate requirements.
See it on your own traffic
We will walk through the portal, the pixel, and how consent works, then answer questions about your stores and systems.