Should we shift retargeting budget to programmatic audio and track conversions?

[JerryGJ]

I’m trying to decide if we should move more of our retargeting budget into programmatic audio ads. The data shows decent click-through rates, but I’m having a hard time tracking if those streams actually lead to purchases compared to our display campaigns.

[Avery84]

Been there I moved part of retargeting into audio and kept display running. We saw click through rate improve but purchases did not follow. We used a simple last touch attribution and it showed no clear lift. It feels like the measurement is not telling the whole story and I am stuck.

[MilaG]

We did a small holdout for a month moving about a fifth of the budget to audio. CTR rose a bit but conversions and ROAS stayed about the same as display. After that we pulled back and kept the line item separate with tighter frequency caps. It felt like caution paid off.

[Zoey_W]

Maybe attribution is the bottleneck Do you have a single model across channels?

[Paisley.W]

During a test we ran programmatic audio ads and kept the same creative across channels Then I added a seven day view through metric and set frequency caps to avoid overexposure The signal was noisy and I did not see a crisp path from audio exposure to a purchase It did not feel worth pulling more budget yet