Why Are Results So Erratic?

You got ten sales yesterday, but none today. How can that happen?

Let’s consider the potential explanations…

Why This Happens

First, every day and season is different. Costs and competition are different from one day to the next. The pool of people you reach is never the same. Several factors go into how much it costs to simply reach people on a day to day basis.

Second, sample sizes matter. It seems huge to go from 10 sales to 0, but is it? You wouldn’t notice a thing if you went from 500 one day to 490 the next. You will never see consistent results when a handful of sales in a day can make a big difference.

Third, results you see are often impacted by your other efforts. For example, did you send out a promotional email recently? Did a blog post get more traffic than normal? Did you create some videos that received attention? Any of these things could give your ads a boost.

And finally, people aren’t robots. Meta’s only job is to show your ads to people most likely to convert. On some days, a bunch of those people will. On others, they don’t.

Especially when we’re dealing with smaller sample sizes, disappointing results might have nothing to do with Meta. Conversions can’t be guaranteed.

Your Role

That’s why your job is so important to close the sales. Copy, creative, your offer, your landing page, and efforts outside of your ads are critical elements that you control that influence results. Focus here.

But much of this is out of your hands.

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