After looking at our own metrics, I like to compare those metrics to other competitors in their industry, and the platform that I use to do this is Varos. So here you can see that we were looking at the Varos data, and we noticed that there was a pretty big median CPM spike. What this means is that when looking at overall CPM metrics for their industry, we noticed that that went up pretty significantly.
Now, the reason why I wanted to highlight this data specifically for my clients is because it was actually during this time that we noticed that their CPAs were spiking, and that users just weren't converting as they normally were. What we later found out was that this was a bug in Facebook, but by being able to do a retro on what was also happening to other competitors at that time, we were able to see that the median CPM rose. And then, we also were able to see that there was a sharp decrease in spend overall over the entire industry as a result of that CPM spike.
So I like to use Varos data when looking at very specific use cases, kind of, like this one when we noticed that something weird was going on in the account and in the industry and on the platform. But I also like to highlight just the overall metrics, in general, so we're able to look at, hey, what does spend look like across your industry right now, what does conversion rates look like, what do purchases or cost per purchases look like, what do click-through rates and CPMs look like, just so that they have an idea of how their metrics are fitting into the overall ecosystem or how they're comparing against their competitors.
