You bring a very good point.

You bring a very good point. I should have been more clear in my writing that I discuss retargeting mostly from enterprise / b2b (SaaS) perspective. And the idea here — it’s not about visits or registrations it’s about user intentions. Before running retargeting you need to understand whether user a) showed interest; or b) raised hang to identify himself/herself as target customer.

As for consumer brands (like Expedia), retargeting is a branding and advertising technique with intention to influence consumer perception or behavior. The ROI for these large consumer brands calculated differently.

In enterprise, you need to have a clear positioning that comes from your target audience profiles.

Thank you for you comment — it’s a very good point.