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Meta: Ad costs didn’t spike this Q4, though they usually do. Why?

It might be the most hectic time of the year, but you wouldn’t know it looking at Meta’s data…

Jon Loomer pointed out that Facebook Ads costs per 1000 impressions (CPM) were 30% to 60% below last year’s CPMs throughout the last three months.

Meta: Ad costs didn’t spike this Q4, though they usually do. Why?

An unusual decline: Historically, Q4 is when Facebook sees its CPMs double, triple, or more.

This year, however, numbers show a clear sign of slower spend. And last year, average CPMs were also on a lower-than-usual scale.

Seems to correlate with the declining ad revenue Meta reported in Q3…

Why we care: If true, these lower costs are your opportunity to snag cheap clicks and get more bang for your buck during a time when most of your audience is eager to spend.

Still, take this with a pinch of salt. Jon used Within Marketing Pulse’s data to compile the report, which provides data from clients with spends as high as $500M.

While the sample might be decent, we may have to wait for Meta’s official Q4 report to get a clearer picture.

Still, Jon may not be far from the truth, if we’re going by signals like this next one…

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