Myth: chase the lowest CPM

Myth: chase the lowest CPM

CPM (Cost Per Mille, meaning the cost for 1,000 views of your ad) gets a lot of attention. But low CPM is NOT the goal, and chasing it can mislead you.

A cheap CPM often means cheap, low-intent views, people who'll never buy. You can pay a tiny amount per thousand views and still get zero sales.

What actually matters is cost per result (per purchase, lead, or whatever you chose).

Keep your eye on:
— Cost per conversion, your true scorecard
— ROAS (Return On Ad Spend, revenue divided by spend)

Try this: in your dashboard, hide the CPM column for a week and watch only cost per result. Don't worry if CPM looks 'high', a higher CPM with real buyers beats cheap empty views every time.