Clear skies.

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.

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.

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.