Answers
Why has my cost per order gone up?
Usually mix, competition or seasonality — but check whether tracking changed before you believe the number.
The short answer
Usually mix, competition or seasonality — but check whether tracking changed before you believe the number.
If a cheap converting channel paused, or brand traffic fell, blended CPA rises without anything getting worse. Check brand versus non-brand separately.
Also check the obvious: a broken tag reports fewer conversions for the same spend, which looks exactly like performance collapsing.
Want this answered about your account?
Send it over. The teardown is free and yours either way.
Free teardown10% of spend, publishedNo lock-in, no notice periodYou keep the account