Feb '23 in Facebook
Facebook Weird Spending Habits
Noticed some weird behaviour on one of my clients stores. 🤔
Every morning the conversion rates and sales keep getting lower and lower.
Normally by 10am I am able to tell how many sales they will have that day +/- 10% of my guesstimate, but not recently.
Conversion rates in the morning were dropping to 2% when they are normally 4-5%, which leaves the rest of the day trying to play catch up instead of using the morning as a launching pad for the rest of the day.
I launched some CRO split tests to see if there was something I was missing on the site.
Investigated the site.
Talked to the email team to see if they were scheduling emails based on prime time periods.
And dove into the data on the Facebook account.
I found something odd when I broke down conversion rates over the past 7 days.
In one of our bigger campaigns with over $1.2mil spent across these 3 adsets I noticed the Lookalike adsets conversion behaviour to be at 0% all the way up until 8am, then hammer out some high conversions and then die down to 0% again.
Interest targeting seems to hold carry a more stable conversion rate throughout the day.
Open/Broad targeting is fairly stable but does have some serious spikes and dips.
This is all autobid, no rules, hands off except for budget adjustments in a CBO.
So purely Facebook's algo doing this.
I still need to dive into how long this has been happening and brain storm some ideas. One idea was taking the lookalike and putting it on manual bidding and adjusting up/down the bids during its "peak" times.
I'm curious if anyone else is seeing this behaviour and if there are any suggestions on how to fix the lookalikes to be more stable.
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Facebook Weird Spending Habits
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