Retargeting ROAS collapses ~55% after the 14-day window — most budgets sit in the dead zone

Retargeting ROAS collapses ~55% after the 14-day window — most budgets sit in the dead zone

Retargeting = ads to people who already engaged. Window = days since their last visit.

Decay curve, 27 accounts, site-visitor retargeting:
— 0-3 day window: ROAS index 100
— 4-14 day: index 71
— 15-30 day: index 45 ▼
— 30-180 day: index 28 — yet this segment held 40% of retargeting spend

The 30-180 'all visitors' audience feels safe and quietly burns budget on cold intent.

Read: weight retargeting spend to the 0-14 day window; cap the long-tail visitor audience hard.