In context
Your funnel: cold Meta Ads drive 50,000 site visits per month (at $1.20 CPA landed). You retarget the 40,000 non-converters with a PDA-framed 'social proof' creative + a 10% offer. Retargeting ROAS: 6.8x. Cold ROAS: 2.2x. Together they compound into a healthy blended 3.1x.
Why it matters
- Retargeting audiences are finite — can't scale beyond the top of funnel.
- Retargeting creative must differ from cold; same ad twice tanks engagement.
- iOS 14.5+ shrinks retargeting pools by 30-50% for non-CAPI sites.
Related terms
Frequently asked questions
How long should my retargeting window be?
7-30 days for ecom. Beyond 30 days, audience is mostly stale.
Retargeting same creative as cold — ok?
No. Cold traffic hasn't heard of you; retargeting has. Different psychological state, different angle.
Is retargeting ROAS inflated?
Usually yes — the user was going to buy anyway sometimes. Run incrementality tests to validate.