Short answer
High CPMs usually come from a mix of:
Competition in your market
Weak or noisy signals
Hidden trust / enforcement issues
Feedback and CX problems
Scoreify’s Meta Health Assessment disentangles these by looking at the 4 pillars & 40+ signals described in the previous article.
Quick checklist you can use
When you or a client says “CPMs are crazy”, we ask:
Is creative genuinely strong?
Weak hooks, fatigue and bad offers still matter. If creatives are obviously poor, fix that first.
Is tracking clean?
Is Event Match Quality reasonable?
Is CAPI implemented and deduping?
Has AEM been reshuffled constantly?
Weak signals = higher CPM because Meta can’t predict conversions confidently.
Are there trust or enforcement red flags?
History of rejections, bans, or disable-spend events?
Does the account hit invisible ceilings?
Does delivery break well before your budget “should”?
Is feedback dragging you down?
Lots of complaints or refunds?
Aggressive promises vs reality on PDPs and shipping?
Feedback issues quietly tax your CPM and limit delivery priority.
How Scoreify answers “why are my CPMs high?”
Our AssetIQ Meta Health Assessment:
Scores each pillar for severity
Highlights which restriction types are active (e.g. Low HiVA Tier, ACE Warning, Payment Restriction, Negative Feedback, Budget Mismatch, etc.)
Maps them to your symptoms (CPM, Learning Limited, scaling issues)
Gives you a priority list of fixes so you know whether to focus on reputation, enforcement, signals, or structure first
Once the major backend issues are resolved, your normal creative work and media buying start producing the CPMs and stability you’d expect.