Our clients often have a hard time understanding the purpose of measuring VTA during retargeting campaigns. For UA campaigns, measuring VTA for UA often comes with added costs to the app marketer and little added value. Retargeting is a completely different domain where there are no added costs to the advertiser, and in fact app publishers can be losing out on valuable users if they’re not measuring VTA. Let’s clear up some common misconceptions about measuring VTA for retargeting, and get into why app publishers may be missing out on high value users if they’re skipping VTA.
