Create a group to exclude from retargeting efforts by selecting a random cross-section of cookies. Be sure that the excluded and included groups are sufficient to provide you with meaningful statistics. You can then measure conversions in both groups to determine the true benefits you are receiving from retargeting.
• Learn when to stop retargeting activities. In most scenarios, the longer the time that elapses between initial interest and retargeting, the less likely it becomes that retargeting will result in a conversion. However, the time will depend on your particular niche and the speed with which your customers typically move from interest to purchase. There will always be a point when the likelihood of a conversion is approximately the same for both groups in your experiment, and that is when you need to stop your retargeting activities.
• Do not focus solely on the most recent actions. Although your specific product might be one that customers typically buy right away or not at all, you probably have a different audience that you can retarget. Customers who have not bought from you recently, comparison shoppers or people who have requested information may need to be handled