Time
The month, day of the week, and even the specific time of day that an ad is displayed affect its cost. It all depends on the competition you are currently facing and the number of users who can see the ad at a given time.
On Friday, early afternoon, there will be more Facebook users scrolling through the feed in anticipation of the weekend, but there will also be no shortage of advertisers interested in their attention. Fewer people will view ads at night, but then the audience is also small.
However, the highest costs are associated with holiday periods or traditionally associated belarus rcs data with shopping occasions, such as Black Friday.
Individual locations also generate different costs, which is related to their varying effectiveness.
It's similar with devices. Typically, user visits from mobile devices are cheaper than from desktops and laptops. Two ad sets that differ only in this one element will therefore achieve different results and have different rates.
Here’s an example of the cost of leads from one of my campaigns, broken down by device. As you can see, in this case I was getting leads from desktop devices for less.