CPMs jumped 40% and you don't know why? Diagnose in order.
CPM (cost per 1,000 impressions) spikes quietly murder margin. Work it top down.
— Check 1: is it seasonal? Q4, holidays, election weeks — everyone bids up. Compare same week last year if you have it.
— Check 2: did YOUR relevance drop? Pull CTR and quality ranking. Low ranking = Meta charges you more. Refresh creative.
— Check 3: audience too narrow? Tight targeting = thin auction = pricey. Test a broader set side by side.
— Check 4: too many of your own ad sets in the same audience? You're bidding against yourself. Check overlap.
Fix the one that's actually true. Don't shotgun all four.
Risk: chasing CPM while CPA is fine wastes effort. Only act if profit's hurting.
Diagnose your worst campaign first.
Scale or Stall
@ScaleOrStall
CPMs jumped 40% and you don't know why? Diagnose in order.
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