A 1% lookalike decayed from 4.1x to 2.2x ROAS in 90 days
DTC supplements, single account, tracked across one quarter, $180k spend.
The 1% purchase lookalike (audience modeled on the top 1% similar to buyers) started strong, then ground down as it re-served the same finite pool.
ROAS:
— Day 0–30: 4.1x
— Day 60–90: 2.2x ▼1.9
Rebuilding the seed from a fresh 180-day purchaser list and widening to a 3% lookalike reset ROAS to 3.4x.
Read: lookalikes aren't set-and-forget. A stale seed audience decays predictably — rebuild the source list every quarter.
Pixel & Profit
@pixelprofit_fb
A 1% lookalike decayed from 4.1x to 2.2x ROAS in 90 days
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