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What’s more important: conversions, or incremental conversions?

Your retargeting campaign just claimed 1,000 conversions. Congratulations — except 800 of those people were going to buy anyway. So did you actually generate 1,000 sales, or 200?

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What’s more important: conversions, or incremental conversions?

Your retargeting campaign just claimed 1,000 conversions. Congratulations — except 800 of those people were going to buy anyway. So did you actually generate 1,000 sales, or 200?
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