Meta ads: Why is my warm retargeting CPL higher than my cold campaign CPL?

Is that normal?

I've only been running this warm retargeting campaign for 2 weeks so maybe it needs more time to build a bigger retargeting list and that would bring CPL down?

I would think my warm retargeting would have cheaper CPL since these people have seen my ads before, visited my website (touched my pixel), etc.

Please let me know below :)

2 comments

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