Answer
What is a good ROAS for a tripwire?
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Answer key facts
- Question
- What is a good ROAS for a tripwire?
- Direct answer
- A standalone tripwire (front-end purchase only, no OTO, no follow-up sequence) typically runs at break-even or slight loss on cold paid traffic. The tripwire funnel reaches 1.5x to 3x ROAS only with the OTO and 14-day follow-up sequence layered on. Judging tripwire ROAS by front-end revenue alone misreads the funnel's economics.
- Category
- funnel mechanics
- Last verified
- May 19, 2026
Direct answer
Direct answer
As of , the answer is: A standalone tripwire (front-end purchase only, no OTO, no follow-up sequence) typically runs at break-even or slight loss on cold paid traffic. The tripwire funnel reaches 1.5x to 3x ROAS only with the OTO and 14-day follow-up sequence layered on. Judging tripwire ROAS by front-end revenue alone misreads the funnel's economics.
People also ask
What is a good ROAS for a tripwire?
A standalone tripwire (front-end purchase only, no OTO, no follow-up sequence) typically runs at break-even or slight loss on cold paid traffic. The tripwire funnel reaches 1.5x to 3x ROAS only with the OTO and 14-day follow-up sequence layered on. Judging tripwire ROAS by front-end revenue alone misreads the funnel's economics.
What's the nuance?
Front-end ROAS often sits at 0.6 to 1.2x on cold paid traffic – the tripwire's purpose is conversion to customer, not direct profit.
What else should I know?
OTO take rate (15 to 35%) plus follow-up sequence conversion (3 to 8% over 14 days) is where the funnel's ROAS lives.
What's the common mistake here?
Calculate funnel ROAS over a 30-day window, not 24 hours: tripwire revenue + OTO revenue + day-30 core conversion revenue, divided by ad spend.
Supporting points
- Front-end ROAS often sits at 0.6 to 1.2x on cold paid traffic – the tripwire's purpose is conversion to customer, not direct profit.
- OTO take rate (15 to 35%) plus follow-up sequence conversion (3 to 8% over 14 days) is where the funnel's ROAS lives.
- Calculate funnel ROAS over a 30-day window, not 24 hours: tripwire revenue + OTO revenue + day-30 core conversion revenue, divided by ad spend.
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