💡 Prinsip Retargeting
• TOFU (Cold) — audience baru yg belum kenal kakak. Budget terbesar, creative storytelling/edukasi.
• MOFU (Warm) — udah interact tapi belum beli. Budget medium, creative testimoni/FAQ.
• BOFU (Hot) — udah Add to Cart / Checkout tapi belum bayar. Budget kecil tapi ROAS 3-5x. Creative urgency/diskon.
Anti-overlap: WAJIB exclude audience tier di atasnya biar gak double serving:
• MOFU exclude Purchase 90d + BOFU audiens
• BOFU exclude Purchase 90d
• TOFU exclude semua (MOFU + BOFU + Purchase)