"It's definitely a flip in the story that 'Meta no longer works' and has gotten too expensive," said Calla Murphy, vp of digital strategy & integrated marketing at Belardi Wong.
In January 2023, Meta CPMs dropped 20% year-over-year across the e-commerce brands Belardi Wong works with. By the end of 2023, CPMs decreased by 22% year-over-year, with ROAS increasing by 32%, Murphy said.
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