About the customer journey from Acquisition to Retention

You can select your campaign advertising Objectives for your target audience based on your customer Acquisition to Retention Goals. At Criteo, we like to think of these Goals as loops: Please refer to the graphic in the slide.  

There are three touchpoints within each Goal loop: Awareness, Consideration and Conversion. We think of these as Objectives. Each Goal / Objective combination should have its own dedicated advertising strategy, as customers at different points in the path to purchase require different approaches at each point. 

The chart below details the Objectives Awareness, Consideration and Conversion for Acquisition and Retention Goals. 

Goals  

Objectives  

Description  

  

  

Acquisition  

Awareness  

Generate interest in your products or service.  

  

Consideration  

Get new people who never visited and/or bought to visit your site or store and learn more about your brand and offer.  

Conversion  

Convert new customers and drive sales or conversions for your products or service.  

  

  

Retention  

Awareness  

Generate interest for your brand, products and/or services from existing customers or visitors. 

Consideration  

Get customers to engage and interact regularly with your brand, products and service. 

Conversion  

Get customers to make repeat purchases, buy new products and/or services and increase their lifetime value.  

 

To learn more about the customer journey and audiences to optimize your campaigns, click the link below.