Weekly lead retention jumped from a ~10% baseline to 27% because of one channel: Meta. Meta-acquired leads came back in week two at 46% (cohort of Jul 20) - roughly 4x every other channel - and Meta now brings in ~950 new property-viewing leads per week, up from ~134.
The mechanism is a closed loop, working as designed: prospecting and dynamic ads acquire a first property view, the pixel instantly builds a "viewed homes" audience, and dynamic retargeting pulls the same people back with the homes they looked at. 96% of the returns came through another Meta ad click - and once back, people genuinely browse (median 5 pages).
The catch: these leads browse but do not sign up yet - ~2% registration vs 15% for other traffic. The loop builds a large, warm, repeatedly-engaged audience; the next job is converting it.
Each week's cohort = people viewing their first property page on app.tryhoma.com that week. "Week-1 return" = came back to the app the following week. Attribution is event-level first touch.
| Cohort week | Meta leads | Meta W1 return | Other leads | Other W1 return |
|---|---|---|---|---|
| Jun 8 | 6 | - | 1,266 | 10.5% |
| Jun 15 | 0 | - | 1,080 | 8.9% |
| Jun 22 | 6 | - | 799 | 9.6% |
| Jun 29 | 8 | - | 691 | 13.2% |
| Jul 6 | 15 | 33.3% | 934 | 11.7% |
| Jul 13 | 134 | 33.6% | 1,296 | 10.7% |
| Jul 20 | 929 | 46.2% | 1,271 | 12.5% |
| Jul 27 | 981 | 25.8% | 1,359 | 8.8% |
We checked how the Jul 20 Meta cohort's 429 returners actually came back.
This is the important nuance: the retention jump is manufactured by retargeting - and that is fine, it is what the system was built to do. Ads acquire a first property view; the ViewContent pixel puts that person into the viewed-homes audiences the same day; dynamic ads then re-serve them the homes they browsed. What matters is that the re-pull works and people engage when they land: median 5 pages, average 10 pages in their return week.
New leads acquired and their week-1 return rate, by acquiring campaign. Two cohort weeks shown side by side.
| Campaign | Jul 20: leads | W1 return | Jul 27: leads | W1 return |
|---|---|---|---|---|
| moneyflow | 68 | 62% | 99 | 28% |
| ddwarm (dynamic, warm) | 150 | 57% | 229 | 24% |
| ddcold (dynamic, cold) | 162 | 52% | 134 | 17% |
| prospecting | 142 | 50% | 191 | 31% |
| firstparty | 28 | 46% | 1 | - |
| conquest | 12 | - | 38 | 42% |
| tx-intent | 95 | 38% | 46 | 24% |
| retargeting | 71 | 37% | 49 | 20% |
| fl-intent | 90 | 36% | 135 | 26% |
Leads = first-ever property page view attributed to the campaign that week (all devices). Campaign names shortened from "homa-lab-meta-*-v1". Cells with fewer than 20 leads are left unrated. For context, non-Meta channels return at 9-13% week over week.
It is not a one-week bump - Meta cohorts stay 3-4x more likely to return in weeks 2 and 3 as well.
| Cohort | Source | Week 1 | Week 2 | Week 3 |
|---|---|---|---|---|
| Jul 13 | Meta (n=134) | 33.6% | 25.4% | 10.4% |
| Jul 13 | All other (n=1,296) | 10.7% | 6.6% | 2.8% |
| Jul 20 | Meta (n=929) | 46.2% | 15.1% | - |
| Jul 20 | All other (n=1,271) | 12.5% | 4.2% | - |
Registration (completed onboarding) and tour requests by cohort and source.
Tour requests follow the same pattern: 21 from the untagged Jul 20 cohort vs 3 from the Meta cohort.
Two honest caveats. First, ~93% of registrations sitewide are unattributed, so some "untagged" registrants are really Meta people whose later visit lost its tag - the true Meta rate is understated. Second, these cohorts are only 1-2 weeks old; home buying is a slow funnel and repeated exposure may convert later. Even so, the gap is too large to explain away: Meta leads are browsing repeatedly without creating accounts.
The loop is the asset - keep feeding it. Dynamic warm ads (ddwarm) are the workhorse of the re-pull, and moneyflow / prospecting are the best acquirers of people who come back. Budget shifts inside Meta should favor these until the data says otherwise.
Convert the browsing into accounts. ~1,900 Meta leads viewed homes in the last two weeks and 96% of their return visits land on property pages, not signup. Concrete moves: prompt account creation at the moment of repeat visits (save this home, price alerts, "see what you qualify for" with the 2% rebate math), and point a slice of the retargeting spend at a registration-focused variant for people with 2+ visits.
Expect the steady state to be ~25-30%, not 46%. Launch week benefited from fresh audiences. 25-30% week-1 return is still 3x every other channel - budget and expectations should be set against that number.
Watch cost per returning lead, not just cost per lead. Since retargeting drives the returns, every return click is paid media. The loop is only a win if the fully-loaded cost of a repeatedly-engaged lead beats what other channels pay for a one-and-done visit. We can wire this into the weekly report.