Frequency hit 4.2 — CTR halved before anyone noticed
Lead-gen account (insurance), 30d retargeting window, $52k spend.
Frequency (avg times one person saw the ad) crept from 1.8 to 4.2 over three weeks.
CTR (click-through rate, clicks per impression):
— Week 1 (freq 1.8): 2.4%
— Week 3 (freq 4.2): 1.1% ▼54%
CPL (cost per lead) rose from $14 to $26 ▲86% on flat spend. Refreshing the creative pool and capping retargeting reach pulled frequency back to 2.3 and CPL to $16 inside 8 days.
Read: above ~3 frequency on a 30d retarget pool, you're paying to annoy.
Pixel & Profit
@pixelprofit_fb
Frequency hit 4.2 — CTR halved before anyone noticed
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