Hello. I am running a PPC campaign where my targeted users are mostly students to register for courses. I am observing a weekly up and down in my conversion hence conversion rate. For example during week 12th Jan to 18th Jan the Conversion were 140 and during week 19th jan to 25 Jan its decreased to 130. then next week that is 26th Jan to 1st Feb its increased to 166. Its keeps up and down on every week. Due to that its effecting my conversion rate and CPA. can any one help me to address this issue to my client.
Your 'conversions' are human beings. That's how human beings behave. A variation between 130 and 166 is remarkably consistent. Did you really expect it to be exactly the same every weeK? Have you ever heard of a business that gets exactly the same number of customers every weeK?