Across 36 accounts, 90d:
— Site visitors (30d): CPA $22, the warmest pool but small
— Video/page engagers: CPA $41 — broader but colder, intent is softer
— Combined pool: CPA $28 and 3x the reach
Engagement audiences scale retargeting past the site-traffic ceiling, but blending them dilutes CPA by ~25%. Segment if margin is tight.
Read: site-only retargeting caps out fast. Add engagers to scale, but keep them in a separate ad set to watch the CPA split.
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Engagement retargeting vs site retargeting: different intent, different CPA
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