re: retargeting Before you go off shoving fistfuls of money at display ad retargeting platforms, I'd highly suggest running placebo tests first. The platforms

re: retargeting Before you go off shoving fistfuls of money at display ad retargeting platforms, I'd highly suggest running placebo tests first. The platforms will tell you how you're converting people into paying customers at a $2 rate, but with retargeting, you've previously acquired their attention in some form -- that's how you're able to retarget them in the first place. The problem is that, particularly with display ads and Facebook feed ads, you tend to cookie bomb your audience and you're not getting a fair assessment of how many people actually stayed engaged with you because your ads in some part. In nearly all my experience, the actual value of retargeting is never what the platforms tell you it is in their ridiculously misleading CPA reporting.