Advertising Operations
Who should see retargeting ads?
Plan repeat advertising around browsing behavior, purchase state and consent preferences.
· Digital Department
Buyers are at different stages
A visitor who viewed a product, abandoned a cart and already purchased should not necessarily see the same message. Segment by behavior and business goal; exclude recent buyers where appropriate.
Check consent and data quality
Audience tags should respect visitor choices. If purchase events are wrong, customers may keep seeing an ad for something they already bought.
- Separate cart and product viewers
- Exclude recent purchasers
- Set frequency and spend limits
- Check current consent policies
Question incremental value
Some attributed conversions would have happened without the ad. Read campaign reports with total sales and contribution rather than platform attribution alone.