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PSA: When our Facebook ad ROI tanked 40% in one week, I found the real problem was something stupid simple
I run digital ads for a local HVAC company in Phoenix. Two months ago our cost per lead jumped from $12 to $19 almost overnight. I spent like 5 days digging through campaign settings, audience overlaps, and placement reports. Finally I realized my intern had accidentally turned on "Audience Network" for mobile placements. Those clicks were all bots or misclicks, zero real conversions. Soon as I turned it off, the numbers went back to normal within 48 hours. Has anyone else had a tiny setting change screw up months of data like that?
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mark36118d ago
Did Facebook ever admit that toggle was the problem when you asked support?
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sagew501mo ago
...and the worst part is how Facebook buries those settings too. Like they want you to accidentally turn on Audience Network or that "show on third party sites" garbage because it inflates their impression numbers. I had a client's clothing store campaign go to hell for two weeks once before I noticed the "enhanced creative" toggle was switched on. That thing was auto-generating these awful collages that looked like a ransom note made from their product photos. Soon as I killed it, conversion rate jumped back up 1.5 points. It's always some dumb toggle or dropdown that Facebook moves around in the interface just to mess with us.
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