PAID-ACQUISITION5 MIN READ
Retargeting Looks Amazing. Scale It?
Choose a scaling move for retargeting that respects channel role and attribution bias.
Retargeting can post elite ROAS because it closes people who are already warm, but that does not mean it can replace the channels that fill the pool. A strong decision checks saturation, frequency, and new-customer contribution before shifting money away from prospecting. The point is to fund the whole system, not only the prettiest closer.
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