Retargeting CPA creeping up? A frequency cap fixed the leak

Retargeting CPA creeping up? A frequency cap fixed the leak

Retargeting campaign (hitting people who already engaged) crept from $18 to $29 CPA over two weeks. Small warm audience, so frequency was climbing fast — hit 6.1.

What I did (needs reach-and-frequency or a manual cap via rules):
— Capped frequency at 3 per 7 days on the retargeting set
— Refreshed the creative with a new angle so repeat-viewers saw something different
— Excluded purchasers from the last 14 days to stop wasting impressions

CPA dropped back to $21 within 4 days and held.

Risk: capping frequency on a tiny audience can throttle delivery to almost nothing — you trade volume for efficiency. If the audience is too small, you just go dark. Check your retargeting frequency first; cap ONE set.