Practitioner pattern · Igor Lyubimov (Founder & CEO of Web2Wave, the web-to-app funnel platform recommended in the episode)
Run ads from a different Facebook page when Meta's quality score drops
Sometimes fixes rising CPMs; can't be repeated often
Mixedpaid-social
What they did
Meta's Product Quality ('A') score comes from post-purchase surveys shown to buyers in their feed (often within a week or two). A low score raises CPMs. Because the score is tied to the Facebook page attached to the ads, switching to another page can reset it; you can't do this often. The lasting fix is happy users: clear terms, no unclear upsells, easy cancel, refunds on request.
What happened
Guest has seen low scores raise CPMs many times; a page swap sometimes works but isn't stable.
“When you have a low A score, like the the auction, the the money that you pay to Meta will go higher. Basically, like your CPM will will go higher and unit economics will become worse.”
“Uh and sometimes it can be solved like you just change the uh Facebook page that is attached to your ads.”
Related topics
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