---
title: "What is a good ROAS for a tripwire?"
summary: "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."
canonical: https://unlocksaas.com/answers/what-is-a-good-roas-for-a-tripwire
updated: 2026-05-19
publisher: "Unlock SaaS"
author: "Maryan"
license: All rights reserved. Quotation with attribution permitted.
---

# 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.

## 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.

## Related terms

- [Offer](https://unlocksaas.com/glossary/offer) – What the page asks for and what it gives in return, structured so the perceived value is unambiguously higher than the price.
- [Value Ladder](https://unlocksaas.com/glossary/value-ladder) – An ordered sequence of offers a customer can move through, each delivering more value than the last at a price proportional to the delivery.

---

Canonical URL: https://unlocksaas.com/answers/what-is-a-good-roas-for-a-tripwire
Publisher: Unlock SaaS (https://unlocksaas.com)
Contact: maryan@unlocksaas.com