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Learn why net profit matters — and why TrueProfit does it best.

USE CASES

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Turn today’s insights into tomorrow’s net profit.

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Performance tanked. Is it you or Meta?

Was it your ad strategy or was Meta having a bad day? Get the verdict based on performance data from 100+ top-performing Shopify brands during the same period.

Uncover more insights about Meta performance

When Meta performance dips, we investigate why.

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Frequently asked questions

Questions about the data, methodology, and how we deliver each verdict.

How do you determine whether it's Meta or my own campaigns?

We use Market Breadth Methodology.

We compare each brand's CPM/CPA today against what's “normally expected” for that brand. That "normal" comes from a fixed reference period when Meta delivery was relatively stable.

We also compare the same day of the week and use different reference periods for regular months and BFCM to account for normal seasonal changes.

After evaluating every brand individually, we calculate what percentage of brands experienced an unusually high CPM that day. The higher that percentage, the more likely the issue is affecting the broader Meta advertising ecosystem.

What kinds of Shopify brands do you track?

Our panel consists of 400+ top-performing Shopify brands that consistently advertise on Meta, with an average monthly revenue of over $100,000.

We intentionally focus on established advertisers because their accounts generate enough impressions and spend to produce stable, reliable CPM & CPA data. Smaller or inconsistent accounts tend to be much noisier and can distort market signals.

By using a panel of high-volume advertisers across different industries, we get a clearer picture of whether Meta is experiencing a broader delivery issue.

What do "Normal," "Bad," and "Very Bad" mean?

These labels show how widespread unusually high Meta CPMs/CPAs are across the brands we track on a given day.

Normal (<20%): Only a small share of brands experienced unusually high CPMs/CPAs. If your performance dropped, it's more likely caused by your own ad strategy.
Bad (20-50%): A meaningful portion of brands saw higher-than-normal CPMs/CPAs. Meta issues rarely hit everyone because its systems, updates, and infrastructure roll out in separate pieces. Therefore, seeing 15% or more of tracked brands spike on the same day is enough to suggest a platform issue may be at play.
Very Bad (>50%): More than half of tracked brands experienced unusually high CPMs/CPAs. This points to a platform-wide delivery issue affecting many advertisers at the same time.

The more brands affected, the more likely Meta is part of the problem rather than just your account.

Note: Days with a CPM of 0 are excluded from the analysis. A zero CPM typically indicates that Meta isn't delivering ads at all, rather than delivering them at an unusually high cost. Including these cases would distort the results because our methodology is designed to detect CPM/CPA inflation, not complete delivery outages.

How can I learn more about what's happening with Meta?

Whenever Meta experiences a major issue, or an important change affects performance across any ad channel, you’ll hear about it in our Profit Lab newsletter. Subscribe for free to get timely updates, data-backed insights, and practical strategies to grow your eCommerce business more profitably.

Explore related insights on industry performance with our benchmark libraries.

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Frequently asked questions

Questions about the data, methodology, and how we deliver each verdict.

How do you determine whether it's Meta or my own campaigns?

We use Market Breadth Methodology.

We compare each brand's CPM/CPA today against what's “normally expected” for that brand. That "normal" comes from a fixed reference period when Meta delivery was relatively stable.

We also compare the same day of the week and use different reference periods for regular months and BFCM to account for normal seasonal changes.

What kinds of Shopify brands do you track?

Our panel consists of 400+ top-performing Shopify brands that consistently advertise on Meta, with an average monthly revenue of over $100,000.

By using a panel of high-volume advertisers across different industries, we get a clearer picture of whether Meta is experiencing a broader delivery issue.

What do "Normal," "Bad," and "Very Bad" mean?

These labels show how widespread unusually high Meta CPMs/CPAs are across the brands we track on a given day.

Normal (<20%): Only a small share of brands experienced unusually high CPMs/CPAs. If your performance dropped, it's more likely caused by your own ad strategy.
Bad (20-50%): A meaningful portion of brands saw higher-than-normal CPMs/CPAs. Meta issues rarely hit everyone because its systems, updates, and infrastructure roll out in separate pieces. Therefore, seeing 15% or more of tracked brands spike on the same day is enough to suggest a platform issue may be at play.
Very Bad (>50%): More than half of tracked brands experienced unusually high CPMs/CPAs. This points to a platform-wide delivery issue affecting many advertisers at the same time.

The more brands affected, the more likely Meta is part of the problem rather than just your account.

Performance tanked. Is it you or Meta?

Frequently asked questions

How do you determine whether it's Meta or my own campaigns?

What kinds of Shopify brands do you track?

What do "Normal," "Bad," and "Very Bad" mean?

How can I learn more about what's happening with Meta?

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Frequently asked questions

How do you determine whether it's Meta or my own campaigns?

What kinds of Shopify brands do you track?

What do "Normal," "Bad," and "Very Bad" mean?

How can I learn more about what's happening with Meta?