If your Meta account frequency score is creeping up, you’re not alone.

We’ve audited a lot of accounts over the last few weeks – ours and new ones coming through the door. And in the accounts we’ve seen with rising frequency, there’s been one thing in common: the ads look alike and the hooks are weak. In those accounts, Meta stops trying to find new people and starts recycling spend through already-engaged audiences. New personas aren’t being tested. Fresh creative isn’t coming in fast enough.

If your account ROAS is declining and your CPMs and CPCs are increasing, audit your audience breakdowns. You might notice the shift in where your audience and spend are going.

If your CPMs and CPCs are stable, the problem might still be your creative not convincing audiences to convert – times have changed, and so should the creative – and also your landing pages and PDPs not matching your audience.

If you already have a proven product-market fit, both can be fixed with a team that truly understands Meta, testing, and data.

Frequency is the warning sign. Creative and landing pages could be the fix.

Read more about creative diversity here.