<b>Retargeting ROAS halves every 7 days past the visit</b>

<b>Retargeting ROAS halves every 7 days past the visit</b>
Across 24 eCom accounts segmented by recency, 90d.
— 0–3 day visitors: ROAS 6.2x
— 4–7 day: 4.1x
— 8–14 day: 2.9x
— 15–30 day: 1.6x, often below breakeven
Intent decays fast; a flat 30-day retargeting window pays prospecting CPMs to chase cold users in a warm-labeled audience.
Read: tier retargeting bids by recency. Pour budget into the 0–7 day segment and let the 15–30 day window run lean — it's barely warmer than cold.