Cutting 22 campaigns to 4 dropped CPA 21%

Cutting 22 campaigns to 4 dropped CPA 21%
Multi-product DTC, account audit, 60d before/after, ~$240k/mo spend.

The account had 22 fragmented campaigns, each starving for conversion data — most never exited the learning phase (the period where delivery is unstable until ~50 conversions/week).

Post-consolidation to 4 campaigns:
— Ad sets exiting learning phase: 30% → 85% ▲
— CPA: $47 → $37 ▼21%

Pooling conversions per campaign let optimization actually work.

Read: fragmentation is a silent tax. Every ad set under 50 weekly conversions is bleeding efficiency.