<b>Creator-ad ROAS peaks around 3–4 exposures, then turns negative past 7.</b>

<b>Creator-ad ROAS peaks around 3–4 exposures, then turns negative past 7.</b>

Incremental ROAS by frequency band:
1–2x ████░░░░ rising
3–4x ████████ peak
5–6x ██████░░ plateau
7x+ ██░░░░░░ negative

ROAS is incremental revenue over incremental spend. Brands that retarget the same creator audience hard burn margin past the plateau, paying to annoy people who already saw the message.

So what: cap creator-audience frequency near 4 and rotate creators instead of repeating.

Benchmark: n=120 campaigns with exposure logs, DTC, 8-month window.