$50 vs $600 CPA (What We Learned from a Meta Ads Audit)

Ad Spend Secrets: eCommerce Marketing Strategies

I discovered a client was hemorrhaging $1,500 of their $3,000 ad budget on a conversion path that was 12x more expensive than their website.
If you're running Meta ads for e-commerce, this Facebook Ads conversion tracking issue could be silently killing your profitability right now.
In this episode, I break down a recent meta ad campaign audit that revealed how Facebook's "website and shop" conversion location was splitting their traffic 50/50, sending half their clicks to an underperforming Facebook shop.
While their website maintained a $50 cost per acquisition, their shop purchases skyrocketed to $600 per conversion.
This simple campaign setting change caused their overall CPA to more than double from $55 to $116.
Beyond identifying this costly mistake, I walk through the exact columns and metrics you need to check in your Meta ads manager to diagnose if this is happening to you.
Tune in to learn how to:
✅Analyze shop clicks vs link clicks
✅Differentiate between Meta purchases and website purchases
✅Understand what "shop-assisted" conversions really mean for your bottom line
This insight is crucial for eCommerce store owners and digital marketers looking to improve Meta Ads ROI and reduce CPA.
Key Points

00:00:00 Hidden conversion leak
00:00:50 Conversion location explained
00:02:00 Facebook shop overview
00:03:20 Campaign audit discovery
00:04:40 Analysing traffic metrics
00:05:50 Budget breakdown revealed
00:07:00 CPA comparison shock
00:07:40 Solution implementation steps
Don't let Facebook's algorithm decide where your customers should buy - take back control of your conversion path and potentially cut your CPA in half.

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