Cutting the retarget window from 180d to 14d lifted ROAS to 6.1x
Furniture e-com, 40d, $70k retargeting spend.
The retargeting audience pooled all site visitors from the last 180 days — most long cold.
ROAS by window:
— 180-day visitors: 3.2x
— 14-day visitors: 6.1x ▲2.9
Frequency on the 14-day pool stayed under 3, and CPA fell from $28 to $14 ▼50%. The trade-off: 14-day reach was smaller, so it capped at $1.4k/day before efficiency dropped.
Read: recency is the strongest signal in retargeting. Tighten the window before you widen the budget.
Pixel & Profit
@pixelprofit_fb
Cutting the retarget window from 180d to 14d lifted ROAS to 6.1x
Этот пост опубликован в Telegram-канале Pixel & Profit. Подписаться можно по ссылке: @pixelprofit_fb.