Glossary
Breakdown effect
Meta’s name for why a segment with a higher average cost can still get more budget: the system optimises the cost of the next result, not the average.
If Reels has a higher average CPA than Feeds in a breakdown, removing Reels does not necessarily lower your CPA, because Feeds may have run out of cheap results. Judge a whole ad set’s cost per result before cutting segments that look expensive.
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