Your eCommerce ads were performing well and then results dropped.
Before changing budgets or targeting, take a closer look at your numbers.
Each metric shows a different part of the problem and helps you understand what’s slowing your store down.
Always make sure you’re using the Sales objective in your campaigns. It’s the only one that optimizes for purchases, not just clicks.

Metrics to check

• CPM (cost per 1,000 impressions)
If CPM increases, your ads reach fewer people for the same spend.
This often happens when your audience is too small or when creatives have been running for too long.
Refresh visuals, test new formats, and review targeting to reach new users and keep delivery stable.

• Frequency
If frequency is higher than 3–4 on prospecting campaigns, people see your ads too often.
That creates fatigue and lowers engagement.
Add new creatives, change the hook, or expand your audience to reach fresh buyers.

• CTR (click-through rate)
If CTR drops, your ads no longer catch attention.
Check if the message still feels relevant and clear.
Test new angles that connect with real customer problems or desires.

• CPC (cost per click)
CPC and CTR are linked. When CTR drops, CPC usually goes up because fewer people click.
Improve your creative quality and messaging before changing bids or audiences.

• Link clicks to landing-page views
If clicks are high but landing-page views are low, your site may load slowly or tracking is broken.
Check pixel setup and page speed to make sure people reach your store.

• Add-to-cart rate
If users reach the page but don’t add products, your offer or layout may not be convincing enough.
Highlight benefits, use real reviews, and make pricing simple and visible.

• Conversion rate
If carts don’t turn into purchases, review your product page and offer.
Competitors may have changed pricing or visuals, making theirs more appealing.
Check your checkout for friction and refresh weak spots.

• Average order value (AOV)
If AOV drops, people may be buying fewer items or skipping bundles.
Add clear upsells or “frequently bought together” suggestions to lift overall revenue without increasing ad spend.

• ROAS and CPA
These show the result, not the cause.
If ROAS drops, trace backwards through the earlier metrics to see where the performance started to fall.

Next steps

Fix one area at a time so you can measure progress clearly.
If top metrics like CPM or CTR are weak, refresh creatives or expand your audience.
If lower-funnel metrics like add-to-cart, AOV, or conversion rate drop, improve your offer, page, or pricing.
Review results weekly to see patterns and react early.

When you understand how your metrics connect, your campaigns become easier to manage and scale.
You’ll make clear, confident decisions instead of guessing.If you want help reviewing your eCommerce performance and finding where results fall off, book a short strategy call.