Retargeting That Pays Off in COD: Windows, Offers, and Frequency

Priscila Alencar · 2026-10-07

Retargeting windows

Retargeting is essential for increasing COD conversions. Use 3-, 7-, and 14-day windows to target visitors and people who added products to cart (ATC).

• 3 days: focus on visitors who showed recent interest. Use more direct, attention-grabbing creatives here.
• 7 days: ideal for people who added to cart but didn’t complete their purchase. Remind them of the offer and create urgency.
• 14 days: for visitors who didn’t convert. Use social proof and testimonials to show that the product is trustworthy.

Different offers for each window

The offer should vary depending on the retargeting window:

• 3 days: create a sense of urgency. Use phrases like "Only a few left!" or "Offer valid for 24 hours!".
• 7 days: add social proof here. Include customer reviews or guarantees to reinforce the product’s quality.
• 14 days: offer a discount to re-engage these users. A 10% coupon may be the nudge they need to complete the purchase.

Maximum frequency and excluding buyers

Keep ad frequency to no more than 4 times per week. Setting a cap helps prevent audience saturation and fatigue.

• Exclude buyers: exclude people who have already purchased. This not only optimizes your budget, but also prevents frustration. Set up exclusion lists or use custom audiences on the platforms.

Retargeting creative

Your creative should address the objections that stopped the user from completing their purchase. Don’t reuse the same creative you used for cold audiences.

• Focus on benefits and guarantees. If the customer was hesitant, show how your product solves a specific problem.
• Use videos or images that show the product in use, reinforcing its effectiveness and value.

Expected CPA

The cost per acquisition (CPA) for retargeting should be 40% to 60% of your cold audience CPA. That means if your cold audience CPA is R$100, you should aim for a retargeting CPA between R$40 and R$60.

Set clear goals and monitor your metrics constantly. If conversion rates are below expectations, reassess your windows and offers.

What CPA have you been getting from your retargeting?