Hi, I’ve spent 1 mill in fb this year alone. I have extremely consistent results. However, if you look at it day to day there are dramatic fluctuations in terms of real conversions. The higher the price per conversion (like I can spend $3,000 to generate one sale), the spikier your data looks day to day.

Start evaluating your performance week over week and month over month. Keep an eye on your account every day but only to make sure nothing has blown up from a technical perspective. If you’re profitable, keep going and look at wider segments of data.