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Prospecting

Prospecting targets new audiences to acquire new customers. It typically has lower short-term ROAS but drives incremental growth.

Written by MetricKit EditorialReviewed by MetricKit Editorial ReviewUpdated 2026-01-23
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Definition

Prospecting targets new audiences to acquire new customers. It typically has lower short-term ROAS but drives incremental growth.

How to use it

  • Judge prospecting with longer windows and cohort outcomes (LTV, retention), not just short-window ROAS.
  • Use creative testing to find message-market fit before scaling spend.

Measured as

Measure Prospecting with a fixed attribution window, conversion event, and spend basis before comparing campaigns or creative tests.

Operator takeaway

  • Judge prospecting with longer windows and cohort outcomes (LTV, retention), not just short-window ROAS.
  • Use creative testing to find message-market fit before scaling spend.
  • Use Prospecting only inside a stable attribution rule, conversion definition, and time window so campaign comparisons stay honest.
  • If performance changes, check whether the metric moved for a real business reason or because the measurement setup changed underneath you.

Next decision

  • Read Paid ads measurement hub: ROAS, MER, marginal ROAS, and incrementality if the decision depends on interpretation, policy, or trade-offs beyond the raw formula.
  • Decide which report owns Prospecting before comparing campaigns, channels, or creative tests.

Where to use this on MetricKit

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