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I manage the google CPC spend for our website and manage the stats carefully. We've always had a cost per conversion of around 11.5%. However, for the whole of Jan it dropped to under 10%, starting on 01/01. Then, it's back to over 11% from 01/02. Our average conversion rates are as follows:
Other than Jan it's quite steady. We've changed nothing at our end, and Google admin deny changing anything. But given the above I frankly don't believe that. Does anyone know what might have happened that could have caused this change?
At the moment I've got to explain to the board that "something" changed "somewhere" and it sent our cost per conversion right up but can't say what or why. You can guess how that goes down....