Retargeting funnel for Classcraft Education
A retargeting funnel matched to how long ago people visited and what they looked at. A case study by Kwame Asante, Meta Ads Media Buyer.
Challenge
Classcraft Education, a school software company, showed the same retargeting ad to everyone for 180 days. Frequency was high and results were poor.
Solution
I built audience windows by recency and intent, created messages for each stage — reminders, reviews, offers — and capped frequency.