Web-Tracking im E-Commerce

This master’s thesis describes how the online shop of Panini Comics Germany uses the marketing methods of retargeting and prospecting with the help of Facebook and Google. As a starting point, the author formulates nine hypotheses with the aim of identifying the success rates of retargeting and prospecting by both advertising networks, and designed a total of 12 retargeting and 10 prospecting campaigns. It became clear that Google’s long-established advertising network performed worse than Facebook’s overall and that retargeting ads on Facebook based on the online shop’s product pages that had already been visited by its users was very successful despite this tactic resembling stalking.