Why would a duplicated ad campaign perform significantly worse than it's original?
I ran a facebook campaign that performed well. Then I duplicated that campaign and ran it again. The duplicated campaign had significantly less conversions. Is there a reason for this or is it just luck? How "reproducible" should I expect my campaign results to be?
A couple of possibilities: it was tailored so tightly both times that you got a lot of overlap, that is they already saw it the first time; or it was run at a time of day, day of the week, part of the month, or season of the year where it was less effective because of the habits or concerns of your audience. Another possibility: 2020 and its goings-on has sucked up all their attention and muted their enthusiasm and curiosity for trying new things.