u/Big-Resource-8857

We’ve been running video creative campaigns to our ecommerce store this week. We started off with a very strong CPA on Monday (by our standards), but it’s increased significantly every day since.

The campaigns are still in Meta’s learning phase. We know our budget is on the lower side and we haven’t reached the recommended 50 optimization events yet, so we’re wondering whether the rising CPA is simply part of the learning process. At the same time, we’ve seen a consistent decline in our funnel conversion rate over the last two days, which makes us think something else may be going on.

We’re also reusing the same broad audience from several previous campaigns. Even though Meta estimates the audience size at around 180 million people, we’re concerned we may be exhausting the highest-intent portion of that audience more quickly than expected, causing performance to deteriorate.

For context, today’s CPA was roughly 3× higher than Monday’s, and our bottom-of-funnel conversion rate has fallen from about 5% to 1% over the past two days.

Does this sound like normal learning-phase volatility, audience fatigue, creative fatigue, or something else? How would you diagnose what’s happening?

EDIT: For the record, CPC, CTR, and frequency have all held pretty steady

Btw we just raised $55M and don't mind spending as much money as possible on getting this to work we're just not sure why it's bricking lol

Hi, we just launched a campaign earlier this week for our ecom web funnel, and on the first day, we had a CAC of ~$30 which is really good for us.

The next few days have just absolutely bricked though, like yesterday we went up to $70 and today we've spend ~$200 and haven't made a sale yet.

We've had pretty low volume (total of 7 sales since Meta had trouble spending our budget at first and now we're not converting at all) and a relatively high CPC ($2.50 or so), and CTR is hovering at ~2.5% across the entire campaign. We're just confused why we're bricking so hard in terms of sales, we don't really mind spending more money, we just want to make sure we're not doing anything wrong.

Our funnel also looks healthy, we're just having a really hard time increasing top of funnel volume and getting people to click on our ads. Is this because Meta is experimenting with different audiences/demographics?

Any help would be appreciated.