#HANDMADESELLER 61
Evaluating the Reach
If you were planning to reach 50% of the target audience but reached only 10%, your ad creative might not be resonating with the target audience, which lowers your chances of reaching more people.
Evaluating the CPM
There are a number of factors that might affect your CPM rates. For instance, if you get a higher CPM than expected, then your audience (the local 18 - 24 year-olds) might be too small. It is more difficult for the Facebook algorithm to reach very specific audiences, hence higher CPMs. Try broadening your reach a little to see if your CPM goes down.
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