5-15% conversion rate but no clicks on shop

Hey everyone,

We run a Shopify store in the beauty niche in europe and have a strong conversion rate of 5-15%. When we get 40-100 clicks per day, we make multiple sales. But on days when we only get 2-10 clicks, we often see zero sales.

This means the problem isn’t the product or the store – it’s the ads.

• We run Meta Ads (FB & IG)
• Using 4 high-quality UGC videos with strong hooks
• Same campaign, but some days we get 2-4 sales with 50 clicks, and other days we barely get any clicks (2-10) and no sales

My business partner, who manages our Meta Ads, believes this is just normal buyer behavior fluctuation. Is that realistic, or is there a bigger issue at play?

Has anyone else experienced this? What do you think could be causing these traffic swings? Looking forward to your insights!