Honestly, have you checked whether this is just temporary traffic volatility instead of your campaigns being permanently dead?
a lot of accounts are seeing brutal instability right now. Especially near month end.
but I'd be careful writing off Meta entirely after a bad 24-48 hour window. The salary timing theory can definitely mess with conversion behaviour in many geos, especially for discretionary ecommerce. but what usually hurts more lately is Meta suddenly reallocating delivery into weaker intent audience pockets while still maintaining spend pacing.
That's why you can wake up to decent CTRs and solid traffic volume - but literally no ATCs or checkout intent underneath.
the important thing? don't panic-kill campaigns too aggressively. Constant resets often make recovery even harder once traffic normalises.
worked with a DTC apparel brand spending around $300-700/day. They hit a nearly identical end-of-month collapse. One weekend they spent roughly $420 with almost zero meaningful activity - after normally averaging 25-35 daily ATCs and 8-14 purchases. CTR still sat above 3.2% and CPC barely changed. Made the situation feel even more confusing.
The founder turned campaigns off repeatedly trying to "stop the bleeding." Every restart destabilised delivery further.
After holding structure stable for several days, reducing unnecessary edits, and monitoring broader funnel behaviour instead of reacting to single-day volatility, performance normalised within roughly 4-5 days. ATCs recovered from basically 0-2 back above 30 daily. CPA dropped from nearly $96 back near $28. ROAS climbed from under 1 back above 2.7 once Meta re-entered stronger purchase intent inventory and buyer activity normalised after month end.
Are your CTR and CPC still relatively normal while ATCs completely disappeared? Or did the whole funnel collapse - including click quality and engagement?
