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Facebook Ads Costs keep changing

8 0 2

Hi, Ive started running ads for a new product, and it has been going well, sometimes, and sometimes really bad. depends on the day and hour (I think?) my CTR can go from 7% to 1.5% , and CPC from 0.08$ to 1.1$ .

I cant find consistency or reason to why, tried doing it at the same hours or days but it just seems very random. Anyone knows why or how to fix it? Thanks!

Replies 2 (2)
Shopify Partner
440 45 118


it might depend on many factors:

  • During the learning phase, you can see significant changes in the performance. Keep the ads running for a longer time.
  • Have you changed anything on settings? Changing anything from copy to budget will have an impact on the learning phase. So, try to keep the ads running for a few days before doing any significant changes.
  • Yes, I can see it on more accounts that some days the ads have great performance, some days lower. However, I think it's natural - users are more active and willing to do a purchase in some days & hours than in others. 
  • Look at the results from a wider data range (not on daily basis) - yes, it might happen that one day you get no purchase and the following day you get 5. So, concentrate on the average results and if the average CPC/CPA/CTR still makes sense to your business, keep the ads running. 

Let me know if you would like to discuss the ads more. 

Warm regards,



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191 4 23

Hi @BenK ,

Thats completely normal. Ad cost based on audience to which the ads are shown too and the country they are living in.  The more the buying capacity of audience the more the ad will cost you. 
If you have enough of traffic coming in to your store try creating lookalike based campaigns. That would definitely increase your reach and you could bring more potential buyers to your store. You can created many such campaigns with high ROAS rates here at our App Addyz . It comes packed with many campaigns strategies and automation to get you the best possible return out of your ad spends.

Some of the campaign strategies we are offering are:

  • Cart abandoned campaigns - Show ads to people who have left cart abandoned on your store
  • Best Seller Campaigns - Show people who visited your store in the last 30 days, a carousel ad of the best seller in your store. The data is refreshed on daily basis.
  • Discounts/Sales Campaigns - Give discount coupons to your existing customers who might be interested in a product
  • Prospecting Campaigns - Find new audience which are similar to people who have visited or purchased from your store.
  • Social Media Base Campaigns- Target audience who engaged with your social media posts/ads.
  • Cross-sell /Upsell Campaigns- Cross sell or upsell products to audience who have already made a purchase from your store

Please let us know you feedback on the app and feature we could add to better serve you needs . If you have any doubts just drop a message and i would be really happy to help.