Building a retargeting funnel that doesn't just chase buyers

Building a retargeting funnel that doesn't just chase buyers

The step-by-step to segment warm audiences by intent, not lump them.
— Step 1: build 4 windows — viewers 1-7d, add-to-cart 1-14d, checkout-started 1-14d, past purchasers 180d.
— Step 2: exclude downstream from upstream (cart-abandoners exclude purchasers).
— Step 3: budget weighted to intent: most spend on checkout-started, least on broad viewers.
— Step 4: cap frequency higher here (7+) — warm audiences tolerate it.

Retargeting ROAS basis, 33 ecom accounts: checkout-started top quartile 8x+ / cart 5x / viewers 2.5x. Lumping all four reports a misleading blended 4x.

Read: your retargeting 'ROAS' is an average hiding a 3x gap. Split by intent or you'll defund your best segment.