Cost per order
Divide total ad spend by the number of closed orders. This must stay below the gross profit of one order.
Click-through rate
Under 1% means the image or opening line isn't catchy enough. Change the content before changing the audience.
Frequency
Someone who sees an ad more than 3 times a week starts to ignore it. That's when you need new content.
Raise 20% at a time
When an ad is profitable, raise the budget slowly, about 20% at a time, and wait 2 days before the next raise.
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