Facebook + Adsense = cutting RPMs?

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XanorV

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Hello everyone!

Lately, I've been facing a strange issue with traffic from Facebook.

I acquire traffic from Facebook in two ways – organic, from my Facebook page, and through FB Ads. The traffic from FB Ads comes from retargeting people who previously visited the site. This traffic is much more engaged, spends more time on the site, and has a CTR similar to organic traffic. However, its RPM on AdSense is almost half as low as that of organic traffic.

What could be the reason for this? Does AdSense distinguish between organic traffic and traffic from FB Ads and limit its RPM, even if its working better? Has anyone encountered a similar issue?
 
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Adsense's RPM as 2025 is trash, and they do it intentionally to maximize their revenue and squeeze publishers. Don't waste your time
 
XanorV said:
Hello everyone!

Lately, I've been facing a strange issue with traffic from Facebook.

I acquire traffic from Facebook in two ways – organic, from my Facebook page, and through FB Ads. The traffic from FB Ads comes from retargeting people who previously visited the site. This traffic is much more engaged, spends more time on the site, and has a CTR similar to organic traffic. However, its RPM on AdSense is almost half as low as that of organic traffic.

What could be the reason for this? Does AdSense distinguish between organic traffic and traffic from FB Ads and limit its RPM, even if its working better? Has anyone encountered a similar issue?
Click to expand...
If much of the traffic comes from a single source (Facebook Ads), AdSense could see this as an attempt to manipulate the RPM.AdSense favours a variety of sources (SEO, direct, social, referral).Too much traffic volume of aOnly paid source can cause an automatic decrease in the RPM to limit dependence on this type of traffic. It would be better to diversify your traffic sources by increasing SEO and organic traffic from other social platforms(TikTok, X, Pinterest)
 
XanorV said:
Hello everyone!

Lately, I've been facing a strange issue with traffic from Facebook.

I acquire traffic from Facebook in two ways – organic, from my Facebook page, and through FB Ads. The traffic from FB Ads comes from retargeting people who previously visited the site. This traffic is much more engaged, spends more time on the site, and has a CTR similar to organic traffic. However, its RPM on AdSense is almost half as low as that of organic traffic.

What could be the reason for this? Does AdSense distinguish between organic traffic and traffic from FB Ads and limit its RPM, even if its working better? Has anyone encountered a similar issue?
Click to expand...
When you focus on only organic traffic your Facebook pages, was the RPM also low?

By the way, RPM is an after the fact metric, what is important is the ad impression and CPM. If these two are high RPM would automatically be high.
 
HenryObi said:
When you focus on only organic traffic your Facebook pages, was the RPM also low?

By the way, RPM is an after the fact metric, what is important is the ad impression and CPM. If these two are high RPM would automatically be high.
Click to expand...
When I drive organic traffic to the site, RPM immediately goes up, but I don’t know why – the traffic from FB Ads performs better, generates more ad impressions, and is more engaged, but still has lower RPM
 
XanorV said:
When I drive organic traffic to the site, RPM immediately goes up, but I don’t know why – the traffic from FB Ads performs better, generates more ad impressions, and is more engaged, but still has lower RPM
Click to expand...
What ultimately produces better profit for you? Focus on that, improve and scale.
 
HenryObi said:
What ultimately produces better profit for you? Focus on that, improve and scale.
Click to expand...
For me, organic traffic is the most profitable, but it’s very difficult to acquire it right now because Facebook significantly cuts reach, and even puttin money in new Facebook pages doesn't bring results.
 
XanorV said:
For me, organic traffic is the most profitable, but it’s very difficult to acquire it right now because Facebook significantly cuts reach, and even puttin money in new Facebook pages doesn't bring results.
Click to expand...
I don't know your niche, but I think you can run ads for a few 100s of dollars to increase your fan base and use image+ link in comments to drive more traffic to your site.

This would work in niches where audience engage a lot in the comments section.
 
RPM instantly increases when I provide organic traffic to the website, but I'm not sure why; traffic from Facebook Ads performs better, produces more ad impressions, and is more engaged, yet its RPM is still lower.
 
Lower RPMs can be due to algorithms evaluating traffic sources, user behavior, or ad bids differently. Traffic from ads, even if highly engaged, can be considered less valuable than organic traffic. Check the variance from other sources or try alternative monetization options to compare.
 
AdSense doesn’t limit RPM by traffic source, but organic users often have higher intent, leading to better ad performance. FB Ads traffic, even if engaged, might not trigger high-value ads the same way. Also, advertisers may bid lower for paid traffic, affecting RPM.
 
XanorV said:
Hello everyone!

Lately, I've been facing a strange issue with traffic from Facebook.

I acquire traffic from Facebook in two ways – organic, from my Facebook page, and through FB Ads. The traffic from FB Ads comes from retargeting people who previously visited the site. This traffic is much more engaged, spends more time on the site, and has a CTR similar to organic traffic. However, its RPM on AdSense is almost half as low as that of organic traffic.

What could be the reason for this? Does AdSense distinguish between organic traffic and traffic from FB Ads and limit its RPM, even if its working better? Has anyone encountered a similar issue?
Click to expand...
Advertisers May Pay Less for Traffic From Facebook Ads
 
Could be a fluke, maybe try to gather more data? But in general really odd. Are you creating good offers for retargeted traffic? Maybe they just don't find it as interested since they saw the shop already? Difficult to say, this type of traffic should in theory sell better. Wonder what others might have to say.
 
I've heard AdSense can treat paid and organic traffic differently, which might explain the lower RPM. Maybe testing different ad placements or formats could help?
 
Users from ads have a higher bounce rate
They may not engage with AdSense ads
Google may consider this unnatural traffic and reduce CPM values
 
RPM increased as I instantly organic traffic to the site, traffic from Facebook Ads performed better, produces more ad impressions
 
If you rely solely on Facebook Ads, your RPM may drop automatically. Focus on diversifying your traffic sources to increase your AdSense revenue consistently.
 
HenryObi said:
I don't know your niche, but I think you can run ads for a few 100s of dollars to increase your fan base and use image+ link in comments to drive more traffic to your site.

This would work in niches where audience engage a lot in the comments section.
Click to expand...
That’s exactly what I’m doing on my Facebook pages, but it’s still tough. With a total of over 1.1 million likes across six pages, I’m only getting around 10k visits per day, even though I post six times a day.

Do you have any advice on how to get more reach and clicks on posts? I’ve noticed that engagement in the comments doesn’t always increase reach — I have plenty of posts with over 100k reach but zero engagement, so there must be something else at play here.
 
If you rely solely on Ads, your RPM may drop automatically. Focus on diversifying your traffic sources.
 
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