Prospecting vs retargeting

Cold reach (prospecting) and warm follow-up (retargeting) are different jobs on different scorecards. Two buckets in Ads Manager, a 70/30 starting split, and don't let blended ROAS fool you.

Every paid channel splits into two jobs: reaching people who've never heard of you (prospecting) and following up with people who have (retargeting). Confuse the two, or fund only one, and you either starve growth or burn cash on cold clicks that never convert.