If your Cost per 1k impressions (CPM) is outside of KPI then you want to take a look at these metrics: CPC and CTR. If your CPC is within KPI but your Cost per 1k impressions (CPM) is outside of KPI this can be ok and nothing to worry about. If your CPC is outside of KPI along with your Cost per 1k impressions (CPM), this means that your market isn’t resonating with your ads well enough to make it efficient to advertise to them. If this is the case you need to test additional ad angles, images and audiences.

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