Maximize Retargeting Efficiency:
A 3-Point Audit for
UA and Growth Teams

Bigabid | 3 min read | Oct 2026

Attributed ROAS is essential for managing daily campaign performance, but it cannot show the difference between users brought back by your ads and those who would have returned organically.

Writing for PocketGamer.biz, Bigabid’s VP of Performance, Izik Izhaki, breaks down a 3-point audit to help UA and growth leaders evaluate real campaign lift and see what their ad spend actually drives.

The audit comes down to three core metrics:

Click Share:
In a healthy retargeting campaign, click-through should account for 85%+ of attributed installs, with view-through under 15%. This industry rule of thumb is the fastest check to confirm view-through attribution isn’t inflating your numbers.
Natural Return Rate (NRR):
The percentage of churned users who return organically without ad exposure, establishing your true baseline.
Lift above baseline:
Measured against a holdout control group over 2 to 3 months. In our experience, a 10% to 15% lift in returning paying users represents a significant result.

Where to start this week:

Pull the click-through share across your current retargeting campaigns. If click-through is above 85%, your performance numbers are grounded in active engagement. If it falls below that threshold, that is the first conversation to have with your DSP partner.

“Verified lift isn’t just a metric. It’s the clearest green light to scale your budget.”
Izik Izhaki, VP of Performance

Read the full audit on PocketGamer.biz

Want to master retargeting methodology?

Explore Bigabid’s RT 101 course for deep dives on holdout control groups, optimal timing, and performance benchmarks.

Maximize Retargeting Efficiency: A 3-Point Audit for UA and Growth Teams

The audit comes down to three core metrics:

Where to start this week:

Want to master retargeting methodology?

Results based advertising starts here.

Maximize Retargeting Efficiency:
A 3-Point Audit for
UA and Growth Teams