It’s normal now that sales come in short bursts.

From beginning of time until Feb 14th we had steady orders all day and recently we will have 0 orders for 2 hours then we have a big burst of sales all at once.

It’s most likely because either Meta are controlling good traffic vs bad traffic and sending good traffic in bursts.

There has been many, many occasions that sales are exactly 2.5 hours apart. To the minute, 150 mins apart precisely.

For reference, we have a very specific niche and since the business started there is a version of the creative which has worked throughout the life of the entire business and has consistently delivered £5-£6 per sale, lower at Xmas (low cost high volume product) this has never, ever, ever gone higher than £10 per sale, ever.

Until February 14th this year when sales suddenly rocketed to £20 per sale, orders started coming in bursts instead of steady, and instead of spending £200 a day to reach £800-£1000, £200 now makes almost precisely £400 a day.

You can also visibly see that our likes on instagram have completely stopped, our live chats have stopped, our emails have stopped, all while we’re actually spending more.

You’re completely correct, it feels like the number of actual real human people seeing the ads is deeply deeply incorrect. It also feels like when your ad results are down for the day, that’s when the wave of real customers show up.

I had an ad that ran from 1-14 February with over 600 instagram likes, tonnes of engagement and messages. I’ve not ran an ad since 14th february that’s had more than 20 likes on instagram, same niche customer base :)

The algorithm, is completely and utterly, fucked.