Managing CPMr is a critical lever for scalable unit economics. If you’re seeing
By Philkiel · February 10, 2026 · Curated by George's Blog
Managing CPMr is a critical lever for scalable unit economics. If you’re seeing rising CPMR, here’s the checklist we’ve been using:
(Remember CPM x Frequency = CPMr)
To lower CPMR:
**Increase exclusions.**
Increase the number of custom audiences you're using in exclusions to reduce Frequency.
**Launch new creative concepts.**
Variety drives lower CPMr by targeting new audiences and reducing Frequency.
**Boost spend on partnership ads.**
These ads typically bring down CPM due to shared credibility and higher trust.
**Launch TOF campaign types.**
Reduce CPM and increase net new Reach by launching non-Sales campaigns.
**Monitor net new reach.**
Rising CPMR often signals retargeting overload. Track reach metrics weekly to spot the slowdown early.
**Rule of thumb:**
If CPMR is climbing, your funnel economics will break unless you expand reach and improve efficiency.
Do the boring checks first. They’re usually the answer.