Diagnosing a CPA that climbed overnight: the 4-check sequence
Run these in order before touching budget. CPM = cost per 1,000 impressions.
— Check 1: frequency. Above 2.5 in 7d on cold audiences = fatigue, not pricing.
— Check 2: CPM delta. Up 20%+ week-over-week = auction got hot (seasonality/competition), not your fault.
— Check 3: CVR. Conversion rate dropped? The problem is the landing page or offer, not the ad.
— Check 4: attribution. Did someone switch the window? It can erase 'sales' on paper.
Cause-split basis, 40 accounts, 90d: 41% frequency, 27% CPM auction shifts, 22% CVR/LP, 10% tracking.
Read: 7 of 10 overnight CPA spikes are frequency or auction — both fixed by new creative, not by cutting spend.
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Diagnosing a CPA that climbed overnight: the 4-check sequence
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