Description
Retargeting optimization: window by price tier, frequency caps, attribution decay model, segmentation matrix.
Retargeting recovers users who did not convert. Each impression costs money. The optimal window depends on purchase cycle and price. WINDOW BY PRICE: - Low (<$50, impulse): 3-7 days - Medium ($50-$500): 14-21 days - High (>$500): 30-60 days - Subscription: running window, decreasing frequency FREQUENCY CAP: 3-7 impressions/user/day. Above 7, CTR drops below 0.05%. ATTRIBUTION DECAY: Weight by recency. Day 1-3: 1.0, Day 4-7: 0.7, Day 8-14: 0.4, Day 15-30: 0.2, Day 31+: 0.05. SEGMENTATION: Cart abandoners get 7 days at 7/day with 2.0x bid. Page viewers get 14 days, 5/day. Homepage visitors get 3 days, 3/day. OUTPUT: Window/cap table per product type, decay weights, segmentation matrix.
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