Jul 21, 2026 · 1 hr 8 min · 16 segments
“I don’t think our ads are any better.” Why are Meta click-through rates rising while conversion rates keep falling? Connor MacDonald (CMO, Ridge), Cody Plofker (CEO, Jones Road Beauty), and…
Connor MacDonaldHostConnor RolainHost
Cody PlofkerHost
Zane, our good friend Zane, who runs a TikTok agency, doing fantastic job, like doing a roundup of who's succeeding on TikTok Shop.
Uh, he's deviated from the shit post, and he's, like, providing value and, and I'm supportive of that.
Oh, I th- I thought you were gonna say you're, like, disappointed in him for it.
I feel like, uh, people are just doing a fantastic job of putting out content that's valuable.
I say all that because Brian posted a X article, and again, he's got access to like thousands of Northbeam accounts, big data set, laying out trends.
Um, and he identified some interesting ones that I wasn't quite sure what to make of.
Um, what he laid out was basically a 12-month trend of increasing CPMs, uh, click-through rates increasing even further than that.
So dropping CPCs, dropping conversion rates, where if you look at it closely for a lot of that period, a one-day click, a seven-day click row is, like, maybe higher, but that the traffic and the way that we're driving it is fundamentally different year over year.
And I think that is an extremely odd trend, and it seems highly correlated with people saying that their businesses are struggling, at least over the last couple months.
Um, so Cody, you had a response to this tweet that got a lot of good engagement.
Maybe you could just walk through, like, what the main points of that were and, like, what, you know, drove you to finally chime in on the discussion.
Zane, our good friend Zane, who runs a TikTok agency, doing fantastic job, like doing a roundup of who's succeeding on TikTok Shop.
Uh, he's deviated from the shit post, and he's, like, providing value and, and I'm supportive of that.
Oh, I th- I thought you were gonna say you're, like, disappointed in him for it.
I feel like, uh, people are just doing a fantastic job of putting out content that's valuable.
I say all that because Brian posted a X article, and again, he's got access to like thousands of Northbeam accounts, big data set, laying out trends.
Um, and he identified some interesting ones that I wasn't quite sure what to make of.
Um, what he laid out was basically a 12-month trend of increasing CPMs, uh, click-through rates increasing even further than that.
So dropping CPCs, dropping conversion rates, where if you look at it closely for a lot of that period, a one-day click, a seven-day click row is, like, maybe higher, but that the traffic and the way that we're driving it is fundamentally different year over year.
And I think that is an extremely odd trend, and it seems highly correlated with people saying that their businesses are struggling, at least over the last couple months.
Um, so Cody, you had a response to this tweet that got a lot of good engagement.
Maybe you could just walk through, like, what the main points of that were and, like, what, you know, drove you to finally chime in on the discussion.
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