Once you've launched your retargeting campaign, we recommend allowing your ads to run for at least 30-60 days to gauge performance. AdRoll needs a minimum 30-day ramp-up period to learn the buying behavior of your site visitors, and further optimize the bidding strategy.

Evaluating Retargeting Campaign Results

Head to Ads > Dashboard > Retargeting. Here you’ll see metrics to help you analyze the impact your retargeting ads are having on revenue.

We recommend focusing on Return on Ad Spend (ROAS), which can be calculated using the sum of your total conversions (VTC + CTC) and revenue: Total revenue generated by ads in a 30 day period / your total monthly budget (which is your daily budget times 30) = ROAS

  • If you are seeing above 4x ROAS, consider increasing your retargeting budget to reach more of your audience, and expand the types of ads and audiences you are working with.

  • If you are seeing below 3x ROAS, this isn't room for concern, however we recommend considering updating ad content or investing in campaigns that drive additional site traffic, like Prospecting or Facebook Campaign Services.

If there are no conversions quite yet, focus on the Click Through Rate (CTR), which can be calculated with Impressions and Clicks: Impressions / Clicks = CTR

The average CTR is 0.7%. The goal is to get visitors back to your site, and it can take upwards of 7 touchpoints to do so. Every click counts!

Choosing the Right Ad Types

There are several types of retargeting ads available within your Universal Campaign and each has their own strengths. Here are some benefits for each ad type.

Static vs. Dynamic



  • Lower cost per impressions - your retargeting budget is able to reach slightly more people

  • More control over ad content - full creative control over the layout of images and text

  • Better brand representation - you can use images of your products in use, or the general lifestyle you are selling to your audience

  • More relevant to customers - dynamic ads will show the exact products the visitor looked at while on your website

  • Templated layout - easy to launch as they are based around your chosen Theme when created. Fewer variables means a shorter creation time, and,

  • They tend to have more conversions and more click engagement than static ads. Due to their personalized nature, these ads tend to get more attention as they are harder for the visitor to ignore.

Web vs. Social



  • A wider variety of ad sizes and possible layouts, which means more creative freedom over content.

  • A broader ability to follow up with customers who are not active on social media.

  • They tend to cost less to serve, which means more impressions for your budget.

  • A more prominent ad placement, as Facebook and Instagram place ads in the feeds with the rest of the content.

  • They tend to get more engagement, both with clicks and conversions, than their web counterparts.

Examples of Static Ads

Examples of Dynamic Ads

Choosing the Right Budget

Budget for your retargeting ads is best determined by your monthly site traffic. You should aim to be reaching a minimum of 50% of your site visitor audience year round.

If you’re reaching upwards of 90% of your audience, we recommend allocating any extra budget into a Prospecting Campaign to drive brand new site traffic. Examples of prospecting ads include an AdRoll Prospecting Campaign, Facebook Traffic Campaign, Google Shopping Ads, Google Search Ads, and anything that is designed to send potential first-time customers to your store.

If you’re looking to increase your budget, determine your current audience reach, or learn more about what type of prospecting would be best for you, email us at help@springbot.com and we will be happy to discuss recommendations!

Design Best Practices

While each ad type has its own best practices, below are a few common threads across all ad types that you should be mindful of:

  • Make sure all ads have compelling yet brief text headline, great lifestyle images or at least product images that can grab attention, and a clear call to action i.e., Shop Now! or Learn More!

  • Upload multiple options per ad size. By uploading multiple options per ad size, you can let the data tell you what text, images, and ad layouts are most successful in getting clicks and conversions.

  • Be mindful of ad fatigue. When ads are not changed frequently enough, they will grow to be less effective at driving conversions. Plan to refresh your ads every 10 weeks or seasonally!

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