Doing your ground work with Google Analytics

You need to know if the page you plan to send paid traffic towards, is actually functioning / converting people effectively

You need to be able to segment your ‘paid for’ traffic, from all other website visitors to establish if the traffic a ‘good quality’ (a high bounce rate, high exit range, low number of pages viewed might indicate that while people are interested in your product because they clicked on the ad – they were not interested enough to sgtay on the website for long)

Before creating any Custom Audiences, it’s VITAL that you have an idea of how many people you are potentially retargeting. If you have only had 300 page views, then retargeting that particular page is going to result in high frequency and audience exhaustion (and tells you that you need to build those page views with a cold funnel campaign such as Traffic)