Compare retargeting and prospecting on incremental value
Avoid ranking audiences by credited revenue alone.
Keep the audience questions distinct
Prospecting can introduce new buyers, while retargeting often reaches people already considering a purchase. Measure audience overlap and exclude groups as appropriate before comparing results.
Run a holdout where feasible
If retargeting credits 100 orders but a comparable group suggests only 20 extra orders, use the latter estimate when evaluating lift. At $50 contribution per extra order, those 20 orders support about $1,000 of spend before other costs.
Check total contribution and new buyers
Measure net outcomes after returns and inspect whether prospecting affects later buying. Keep attribution as a diagnostic for delivery and use an appropriate comparison when reallocating substantial budget.
Try a related tool
Compare revenue per advertising dollar with the return needed to cover ad spend. Enter net revenue and contribution margin before ads.
