[Need Help] Sudden Drop in CTR + Cheap CPM on My FB Campaigns – What’s Going On?

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Otis_BMMO

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Hey guys,
I’m running into a strange situation with my new Facebook campaigns
Normally for my niche the CPM is around $25, but recently all my new campaigns (across different ad accounts and pages) are only getting $13–14 CPM.
At the same time, my CTR dropped massively from around 5% down to just 0.5%.
This has been happening consistently for the last 4 days.
Any idea why this could be happening?
Is it something with the accounts, the creatives, or just FB’s algo acting up?
 
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I would say FB Algo or campaign is acting up.
Normally what I do to fix this is duplicate the campaign and start over.
 
A sudden CPM drop usually means Facebook is pushing your ads to cheaper inventory which often comes with less engaged audiences, so the CTR tanks as a result. It might not be your accounts but rather the algo testing new placements or audience quality. Try refreshing creatives and tightening targeting to see if performance stabilizes.


Otis_BMMO said:
Hey guys,
I’m running into a strange situation with my new Facebook campaigns
Normally for my niche the CPM is around $25, but recently all my new campaigns (across different ad accounts and pages) are only getting $13–14 CPM.
At the same time, my CTR dropped massively from around 5% down to just 0.5%.
This has been happening consistently for the last 4 days.
Any idea why this could be happening?
Is it something with the accounts, the creatives, or just FB’s algo acting up?
Click to expand...
 
Otis_BMMO said:
Hey guys,
I’m running into a strange situation with my new Facebook campaigns
Normally for my niche the CPM is around $25, but recently all my new campaigns (across different ad accounts and pages) are only getting $13–14 CPM.
At the same time, my CTR dropped massively from around 5% down to just 0.5%.
This has been happening consistently for the last 4 days.
Any idea why this could be happening?
Is it something with the accounts, the creatives, or just FB’s algo acting up?
Click to expand...
Hi,
CPM is down but CTR is also down, showing that ads are being delivered to a low-cost but low-quality audience. The reason could be due to Facebook Algorithm changes. Content/ads are not appealing. Audience is saturated. Account quality score is down. You should review content, segment audiences and A/B test to filter out suitable campaigns
 
A lower CPM but much lower CTR indicates that FB is serving your ads to cheaper and often less engaged placements and audiences. This often happens when the algorithm shifts your delivery towards broader or lower quality traffic.
 
When CPM drops but CTR also collapses, it usually means Facebook is rating your ads lower in quality. In other words, FB still delivers, but it pushes to “cheaper” audiences - lower CPM, but poor traffic quality - CTR falls.
Possible reasons:
  • Creatives are fatigued or people are ignoring them - algorithm shifts delivery to less relevant users.
  • Audience overlap/noise from running multiple accounts.
  • Platform-side changes (inventory testing, market fluctuations).
What to do: test fresh creatives, focus on high-quality audiences, or wait a couple of days to see if it’s just a short-term system fluctuation.
Next step: check breakdowns (placement, age, country) to pinpoint exactly where that cheap CPM is coming from.
 
I thought lower CPM would help improve ad performance? Why did CTR drop so much in this case?
 
Low CPM but a sharp drop in CTR likely means Facebook is showing your ads to less interested audiences—try refreshing your creatives, refining your targeting, and reviewing your campaign objectives to boost performance.
 
Hey mate, that's a classic sign your ads aren't connecting with the audience, or the audience itself is burnt out.
 
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