People who recently visited your product page often look more promising than people who have never heard of you. That does not mean the first audience deserves every available rupee.
Retargeting can answer an unresolved question or remind someone of an unfinished purchase. It can also take credit for a customer who was already returning to buy. A strong reported result needs context.
Separate existing customers, recent visitors and genuinely new prospects where your data allows. Ask what message each group needs and how much repeated exposure is useful.
Watch the whole business, not just the most flattering audience report. If nearly all spending goes towards people who already know you, where will the next group of customers come from?
Consider tests that examine the additional value of reminders, with a credible comparison where feasible. Avoid assuming either that retargeting is always wasted or that its reported return proves its impact.
The goal is a balance between helping interested people decide and developing future demand. Those jobs should not be judged as though they were identical.
