Your retargeting audience is burned out

Your retargeting set — people who visited the site recently — is showing your ads to the same people about 7 times per week. A week ago it was 5. Click rate dropped 38% over the same window.

In plain English: you've shown your retargeting audience the same ad until they tuned it out. You're now paying more per click for the people least likely to buy. Either widen the audience (a 90-day window) or refresh the creative — usually a single new variation drops frequency back under 2.0 within a week.

1. Widen the retargeting window (e.g. 60 → 90 days) to refill the audience pool.
2. Refresh the creative. A single new variation typically resets frequency to under 2.0 within a week.
3. If both are already done, cut the daily budget ~30% until frequency falls back under 5.0.
4. Don't pause the ad set outright unless ROAS drops below break-even — retargeting volume is slow to rebuild.