Not just you - my numbers nosedived too. Had a beautiful week before that outage, then CPMs shot up by a good third and conversions fell off a cliff. Same creatives, same audiences I've been running for months. Not like I suddenly forgot how to market.
My gut says the outage has thrown attribution or pixel tracking out of whack, and Meta's taking its sweet time sorting it. From a DTC retention angle, that's a nightmare - you can't track the customer journey properly, so your loyalty loops and SMS sequences are firing blind. The algorithm might also be relearning the audience, but usually that stabilises in a day or two. this ain't stabilising.
Frustrating as hell when you can't tell if you broke something or they did
