Are sales from Facebook down for you too?

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This isn’t a support request from any Shopify agent, but rather a ‘community question’.

Since the one-page checkout change (thereabouts), my store’s been down in the dumper. I’ve gone from a healthy 4-4.5% CVR to 2.5% on a good day.

I can’t figure it out. ATC rate is considerably lower, at around 4-5%, and it used to be around 8-9%. It’s like Facebook is sending me bad traffic since about ~2 months ago. This is in Sweden.

Let me know if others are getting ‘meh’ traffic from Facebook lately. Mention the country too.

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I prefer to worry about conversion rate, only when I am certain that it’s the culprit negatively impacting my CPA & other more impactful KPIs.

Let me explain with an example.

At a lower ad spend, with a narrower audience targeting on Meta Ads, we might get better CVR, for a short period of time.

Ads start fatiguing fast, CVR starts dropping & CPA starts rising trying to scale.

On the other hand, running a Meta Sales Campaign (NOT ASC) targeting a broader audience, I might get lower CVR & higher CPA. But the advantages are:

  • I am hitting my top line volume target
  • Top ads are driving conversions for months, sometimes years
  • Highly scalable
  • Lower day to day TOF traffic CVR is compensated by increasing subscribers/members (email/SMS/push/app/Chatbot) who are converting later

I wouldn’t worry about CVR as long as it’s not negatively impacting my OKRs.

If since one-page checkout, your CVR declined, then ATC rate shouldn’t have been affected.

Can you identify any other changes in your Facebook Ad strategy or overall funnel, that happened around that time?

If you could share how you are running your Meta Ads for last 6 months, and what you tried in the last 2 months, I might be able to give you better insights.