Answers
Is remarketing worth it for a small store?
Usually yes, and it is the cheapest traffic in the account — but it flatters your numbers.
The short answer
Usually yes, and it is the cheapest traffic in the account — but it flatters your numbers.
People who already visited convert well, so remarketing ROAS looks spectacular. That is the same distortion as brand traffic: those people were part-way there already.
Run it, cap it, and report it separately so it does not make prospecting look worse than it is.
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