Strange drop in traffic quality

I'm no stranger to inconsistencies in the results from ad platforms, however arpil and may have been very strange for me. Compared to Jan-March, the cost per click has been higher, while the conversion rate is significantly lower. The main KPI on the funnel side is the sales page CTR which went from like 25% down to 15%. I've launched new campaigns and audiences, refreshed the creatives, and done winning split tests on the sales page. Is anyone seeing similar issues? I've spoken to a lot of businesses who have had a similar experience.

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