While typically retargeting has been used to drive lower-funnel conversions, recently we have shifted our approach to meet more full-funnel marketing objectives. 

We ask you to choose a targeting objective to help us craft a Journey structure that is tailored to your business goals & objectives. 📈

Some brands are in hyper-growth mode and are interested in maximizing sales, improving prospective customer engagement levels, building a better brand experience for existing customers, and don't mind spending more money to convert colder traffic even if that means a drop in return on ad spend (ROAS) multiples. Other brands are more sensitive to their profit margins and would rather have a higher return on ad spend (ROAS) multiple even if that means a drop in total sales. Either way, Shoelace has got you covered! Just select which strategy you'd like us to optimize for and we'll take care of the rest. 😃

You can change your retargeting strategy in your account under Journey Settings at any time but we suggest you let the Journey run for at least 14 days before changing strategies as Facebook will need to overcome the Learning Phase. 

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