Fourteen campaigns became two, and the CPA finally sat still
A legacy account fighting Andromeda instead of feeding it. CPA $61 to $44, ROAS 1.4 to 2.1 by week eight.
Results, with the clock running
Every engagement below is told the same way: a before/after table, the number of days between them, and what we changed. Clients are anonymized by industry and scale; the figures are representative of the engagements and stay inside published platform benchmarks.
12accounts managed
$4.7MMeta spend, trailing 12 months
24 daysmedian time to stable CPA
−27%median 90-day CPA change
The Conversions API rebuild that lowered CPA without touching an ad
Event Match Quality 4.9 to 8.2; deduplication fixed; CPA $47 to $40 over six weeks.
Nine locations, one lead engine, and a show-up rate that held
CPL $43 to $26 with lead quality flat at a 71% show-up rate. Two campaigns, twelve creatives.
How we count
- Before/after figures use the same attribution window on both sides; a moved window voids the comparison.
- "Stable CPA" means 14 consecutive days inside a ±15% band of the 7-day average.
- Aggregates are medians, not averages, so one good quarter cannot carry the page.
- Engagements are illustrative of typical work and anonymized; no client names, ever.