What we’ve seen is that our, with the 5 to 60 second unskippable full screen video and endcard combination, is highly incremental
We see 70%-80% of purchases happening after a user clicks on our ad, so we know they
In general the "New Customer" excludes all returning customer sales, including revenue from what we consider
- Sales from returning customers can also be highly incremental, especially if they haven’t purchased in a long time and have a very low expected LTV. We suggest a broader focus on overall ROAS
- We suggest you to run an analysis on ROAS based on cohorts - e.g. last bought 2 years ago, 1 year ago, in the last year, or never purchased before, and see whether our model is truly reactivating a lot of lapsed customers.