Meta CPA weather · todaylive · as of 22:13 Riga

Heavy rain.

It is not you. Three in four accounts are paying well over the odds.

Purchases cost

+43% vs usual

Accounts soaked

56%

Reporting so far

9 accounts

Yesterday

Rain +20%

Partial day · early reading — an unfinished day reads dearer than it settles; self-calibrating (0/3 days) · week trend steady

The last two weeks · and today

Tue

1 Sept

Fair

Wed

2 Sept

Fair

Thu

3 Sept

Cloudy

Fri

4 Sept

Fair

Sat

5 Sept

Clear skies

Sun

6 Sept

Fair

Mon

7 Sept

Fair

Tue

8 Sept

Clear skies

Wed

9 Sept

Fair

Thu

10 Sept

Cloudy

Fri

11 Sept

Clear skies

Sat

12 Sept

Fair

Sun

13 Sept

Rain

Today

22:13

Heavy rain +43%

uncalibrated

CPA anomaly.

CPA vs each account's usual · higher is worse

FairCloudyRainHeavy rainStormHurricaneMeteor showerMeta outage (metastatus.com)Today so far (partial)

Meta outages.

Meta's own record for Ads Manager · metastatus.com

On the 4 days Meta admitted a problem in the last 90, purchases cost +1% vs usual, against +2% on the other 81.

When	Service	Severity	Lasted	CPA that day	Sky
21 Aug · 20:45 UTC	Ads Delivery	Medium	1.8 h	-14%	Clear skies
19 Jul · 07:34 UTC	Ads Delivery	High	2.5 h	-3%	Fair
16 Jul · 09:40 UTC	Ads Delivery	High	2.1 h	+2%	Fair
23 Jun · 21:04 UTC	Ads Delivery	High	1.5 h	+18%	Cloudy

How it is measured

Every ad account we manage that records purchases is compared with its own median cost per purchase over the previous 28 days. The day's score is the median of those ratios, so no currency, budget or brand outweighs another.

What the sky means

Fair is within ±8% of usual. Rain starts at +20%, a storm at +55%, and a meteor shower means purchases cost more than double across the panel. When three in four accounts are soaked the sky darkens one step.

Why it exists

When your numbers tank, the first question is whether it is the platform or you. If it is raining here, it is the platform. If Meta also logged an outage that day, it is certainly the platform. If the sun is out, it is your creative, your page or your offer, and that is fixable.