Are you overpaying for CPM? When to keep a campaign and when to act?

In 2026, CPM has become a key performance indicator, but it does not always mean that a campaign is unprofitable. It is important to look at a set of metrics, not just CPM.

When CPM is a signal for change:

• CPM is growing, but EPC is falling
• Conversions on the landing page are sagging
• New creatives are not yielding results
• Scaling leads to a budget drain

In these cases, you need to intervene: restart creatives, adjust bids, or test other audiences.

When CPM is not worth changing:

• EPC is stable or growing
• CTR is at the level of expectations
• ROAS meets your KPIs

It is important not to panic here. Increased CPM is a signal, not a sentence.

Practical tips:

• Monitor CPM dynamics along with EPC and CTR
• Test mini-interventions instead of a complete change of link
• Keep campaign history to analyze patterns

💡 Do you want to get stable campaigns even with a growing CPM? Everad has already prepared offers that work on proven GEOs.