hard20 pts · first answer countsincrementalitymeasurementattribution

Is retargeting really working?

Your retargeting campaign reports a 12x ROAS, much higher than any other channel. Your manager suspects it mostly reaches people who would have bought anyway. What is the most reliable way to find out?

A.Compare ROAS under last-click and first-click attributionB.Run a holdout or conversion lift test where a random group is not shown retargeting ads, then compare conversion ratesC.Ask customers in a survey if they saw the adD.Double the retargeting budget and see if ROAS stays at 12x

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Is retargeting really working?

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