“from literally November 1st until literally November 30th the performance is just terrible... December 1st will always be a really good day for us.”

November Is Always Terrible for Digital Ad Performance — Shift Budget to Brand Awareness

Every year, e-commerce advertisers flood the auction from November 1st through November 30th, driving CPMs up and direct-response performance down for digital subscription apps. Hannah's playbook: don't fight it. Shift November budget toward cheap-CPM brand awareness boosts ($1-2 CPM vs. $7-12 for direct response), wait for December 1st when e-commerce budgets exhaust, and double down December 15th through January — what Meta calls Q5.