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Meta daily CPM (left, $) against daily CTR (right, %), both 7-day averages. If creative were fatiguing, the green CTR line would be falling as CPM rose. It isn’t — the cost of a thousand impressions climbed while click-through held, which means the price of attention went up, not the quality of the ads.
Meta Ads daily export, 7-day trailing averages; the final partial day is excluded. The amber shading at the tail marks the last two weeks, where CTR did start to slide — see watch item #1 below.
Red = Meta cost-per-purchase, daily 7-day average (Meta-reported purchases). Stepped gray = weekly blended CAC (Daily Spend Tracker spend ÷ Shopify new customers — the house number), held flat across each week. Weeks with fewer than 4 complete days are excluded.