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I’ve been running a retargeting campaign for our e-commerce store, and while the click-through rate looks decent, I can’t seem to get the cost per acquisition down to where it’s profitable. I’m wondering if the issue is my audience segmentation being too broad, or if the ad creative itself just isn’t compelling enough to convert someone who’s already visited the site.

I ran a retargeting campaign last quarter and the clicks looked decent, but the CPA stayed stubbornly high until I tightened the audience to people who visited in the last 5 days.

I tried swapping the creative three times, changed the value prop, and added a stronger CTA, but the conversions barely moved.

We narrowed the audience to cart abandoners only and saw a tiny dip in CPA, but it wasn't enough.

I suspect the landing page speed and checkout friction were the real bottlenecks; ads were fine, but people dropped at the last step.

I set a frequency cap to avoid ad fatigue, and after that CPA edged down a bit, but the lift was not dramatic.

We split by time since last visit and device, and the best results came from users who visited within 3 days on desktop, but it still didn't rewrite the math.

Do you still see the same CPA after you changed the attribution window?

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