Retargeting always wins
on ROAS.
That doesn’t mean
it grows the business.
Retargeting reaches
users who already intend to buy.
It captures demand.
It rarely creates it.
Attribution systems
over-credit retargeting.
Incrementality asks:
Would this sale happen anyway?
Often, the answer is yes.
That doesn’t make retargeting bad.
It makes it easy to overspend.
Understand Retargeting Incrementality.
Learn about Demand Harvesting.