What it means
What a single click costs.
Rising CPCs with flat sales means competition, seasonality or a targeting problem. It is never something to ignore, but it is also not automatically bad: a more expensive click that converts twice as often is cheaper per order.
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The teardown comes back in plain english, with the jargon explained where it matters.
Free teardown10% of spend, publishedNo lock-in, no notice periodYou keep the account