In this issue:
Dropping CTRs, increasing CPCs, and nothing to show for it! 😰
This week in data:
The vibes are in free fall. Conflict with Iran keeps spiraling, gas prices are about to explode, and the US lost 92,000 jobs in February, with more likely to come.
My take: the macroeconomic situation we're in is putting pressure on performance week over week through February and March.
Yes, you can still grow if you have good creative, good products, and good landing pages. But the ticket for entry is getting pricier than ever.
On one side, constantly rising CPMs are pricing out advertisers. On the other side, declining consumer sentiment is taking purchasing momentum.
You can see increased CPM, decreased CTR, and increased CPCs across all the major ad platforms this week.
Spend was down ~15% (not shown in chart) across all channels and all advertisers in the dataset.
Spend declining AND conversion performance declining is a bad sign. We're at the beginning of a turn in the market. Are you prepared?
🤖🌎🚀 The future of incrementality is coming - are you on board? Join this webinar on March 18 to understand what makes Northbeam Incrementality groundbreaking. Be among the first to discover this competitive advantage.
🌿 What we learned about unit economics in 2025. Growth... but at what cost?
👉 Meta is changing their definition of a "clickthrough." Good thing we only use Northbeam data around here.
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🚨 JOBS: Comfrt is hiring a ton of marketing specialists. Great opportunities at a rapidly scaling business we love.
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