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Retargeting

Retargeting targets users who previously visited or engaged. It often has higher ROAS but can be heavily attribution-biased.

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

Retargeting targets users who previously visited or engaged. It often has higher ROAS but can be heavily attribution-biased.

Common mistakes

  • Over-crediting retargeting without incrementality checks.
  • Excess frequency causing annoyance and wasted spend.

Measured as

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

Misused when

  • Over-crediting retargeting without incrementality checks.
  • Excess frequency causing annoyance and wasted spend.

Operator takeaway

  • Use Retargeting 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 Retargeting before comparing campaigns, channels, or creative tests.

Where to use this on MetricKit

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