Why your CPMs are cooked

The speaker explains that Facebook uses an internal, non-public metric called the Heva-score (High Value Advertiser score) to assess the trustworthiness and reliability of advertisers. This score directly influences the CPMs new advertisers face. Facebook's largest customers—companies spending over $10 million monthly like Apple and Samsung—have the highest Heva-scores because they've built substantial trust through years of consistent, large-scale spending and timely payments. These mega-customers receive significant leeway in ad selection and favorable pricing. In contrast, new advertisers with zero spending history and no established payment track record receive very low Heva-scores. The speaker notes that even large e-commerce brands aren't considered major Facebook customers compared to these eight-figure monthly spenders. New accounts are additionally penalized because they often create poor user experiences, particularly in the dropshipping space. The result is extreme CPM inflation, with new accounts commonly experiencing costs of $200, $300, $400 or more per thousand impressions. The speaker claims Facebook deliberately obscures this system and doesn't publicly explain how to improve Heva-scores, though mitigation strategies exist beyond simple engagement campaigns or page likes. The speaker offers a detailed account warm-up guide that allegedly addresses the full complexity of lowering CPMs on new accounts.