Across 34 accounts, 90d, retargeting frequency vs CPA:
— Frequency 1–2.5: CPA $24, healthy
— Frequency 2.5–3.5: CPA $29, still profitable
— Frequency 3.5+: CPA $44 ▲, fatigue sets in, negative sentiment climbs
Uncapped retargeting on small pools spikes frequency past 5 in a week, torching CPA. A cap near 3/week holds the curve.
Read: don't cap prospecting (you want reach), but cap retargeting near 3 — past 3.5 frequency you're paying more to annoy people.
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Frequency caps vs uncapped retargeting: the CPA inflection is ~3.5
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