90-day retention from Facebook is down 14 points versus the trailing benchmark. Three drivers, in order of impact:
1
Creative fatigue · Lookalike B50%Top-performing creative is 11 weeks old. CTR fell 22% while CAC held flat, pulling lower-intent prospects into the funnel.
EVIDENCE · Ad platform · CRM · 90d
2
First-week experience gap30%New Facebook cohort routed to a queue with 28% higher AHT and 6-point lower FCR than the portfolio average.
EVIDENCE · CCaaS · QA · 60d
3
Onboarding sequence mismatch20%Welcome sequence references a feature this cohort does not have access to. Open rates strong, action rates weak.
EVIDENCE · Marketing automation · 30d
Recommended action · Refresh Lookalike B creative this week. Reroute Facebook cohort to portfolio-benchmark queue. Update welcome sequence today.