Retargeting vs. Acquisition in the Light of Evaluation
Why Retargeting Often Looks „Too Good“
Retargeting targets users who already:
- Visited your website
- Viewed products
- Engaged with content
- Demonstrated interest
Naturally:
- Conversion rate is high
- CPA is low
- COS is strong
But retargeting does not generate new demand.
It harvests existing demand.
If prospecting stops, retargeting volume will shrink over time.
High retargeting performance is not proof of superior strategy.
It is proof of effective funnel positioning.
Why Acquisition Looks „Too Weak“
Prospecting campaigns:
- Target cold audiences
- Build awareness
- Introduce products
- Expand reach
They often show:
- Lower direct conversion rate
- Higher CPA (on last click basis)
- Lower immediate COS
Yet prospecting:
- Feeds retargeting pools
- Increases branded search
- Creates assisted conversions
- Expands long-term scalability
If evaluated purely on last-click CPA, prospecting is frequently paused —
damaging the entire acquisition system.