Increasing ROAS by decreasing Frequency rate

Sometimes, the solution is very simple, you just need to know where to look.

The client

One of our E-Commerce clients had a constant struggle of not being available to increase the ROAS on the bottom of the funnel even though they had a pretty competitive offer, eye catching visuals and copy.

Desired Goal

The client asked us to help them and see how we can increase the ROAS on the bottom of the funnel campaigns as no matter how many changes they made in the past it remained low.

Here is the breakdown of the results the client had before we jumped into the account, notice anything weird in there?

Our Solution

This one is pretty simple. As said, sometimes all you need to do is take a good look at the account and find any inconsequence.

And we did find it indeed. The frequency rate for the bottom of the funnel was between 6.0 and 7.0 on a weekly level, and in an ideal scenario, it should be a maximum of 4.0.

We immediately changed the structure, and after only a few days, the results were obvious.


We present to you a comparison at the level of 2 months of August and September compared to July and August
after we changed the structure of the campaign for the bottom of the funnel.

  • FREQUENCY decreased by 40.11%, from 58.50 to 35.04

  • ROAS increased by 123.52%, from 5.43 to 12.14

  • COST PER PURCHASE decreased by 29.59%, from $154.63 to $108.87

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