57% lower cost per incremental sale
A retargeting test challenged the assumption that the highest-intent users deserved the most budget. and helped shift spend toward more incremental growth.
This work was completed during a previous role in a platform or agency team. It is not presented as an Ironpath client engagement.
57%
Lower cost per incremental sale
11.57%
Relative lift
$400K
Monthly spend reallocated
70%
Budget shifted
- Client type
- Global technology brand
- Channel
- Retargeting / paid media
- Duration
- 8-week test
- My role
- Test design and measurement
The selection bias problem
Most retargeting programs over-invest in users who were already likely to convert. The question was whether a meaningful share of budget was being spent on low-incrementality audiences.
A recency-based retargeting test
Historical Analysis
Reviewed conversion timing data and found that the true purchase window was longer than the standard 0–48 hour retargeting window.
Test Design
Built a holdout-based pilot comparing recent visitors with lapsed visitors to understand which segment produced more incremental value.
Measurement Integration
Connected activation and conversion signals to ensure the result was based on verified outcomes, not surface-level clicks.
Real budget, reallocated toward growth
"Best practice is only useful until the data proves there is a better answer. The job of performance marketing is to test the assumption, measure the result, and move budget accordingly."