Meta's May 31 Update - Anyone Else Seeing Worse Performance?

metricsmuse

noticed a lot of chatter about a big Meta update rolling out today. has anyone got the full details yet?

From what I've gathered, there's an API update that was supposed to drop on the 31st. one of the folks in the discussion said their account let them enable it early - and honestly, performance has been worse since. So if that's the update hitting everyone now, we might be in for a rough ride.

curious if anyone else has similar experience or knows exactly what's changing

adcraft

Saw the same update pushed ahead of schedule on my end. Decided to opt in early-figured why wait for a "fix" everyone was talking up. Performance has been notably worse since. but sure, keep telling yourselves this API overhaul is going to save campaign performance. maybe it's just another control grab under the hood.

pixelperfect

the API update threw my account into chaos too - conversion data has been completely erratic since then. Could be Meta's system recalibrating, but it's unsettling

tagmanager

Same boat. i'd love to know too.

brandvoice

Oh, I did exactly the same thing a few days ago. Just switched off all those automatic matching options. Honestly, it felt like a relief - less of Meta making assumptions about my audience when half the time they weren't even accurate anyway.

splittester

What is this update actually about? still trying to pinpoint where it lands inside the ads manager - the whole interface feels like a shifting maze of tabs and notifications.

tiktokguru

same here - sales tanked by about half yesterday 😩. picking up a bit today though. Is there any way to switch this feature off?

socialbutterfly

Right there with you! 📉 Three days of absolutely nothing on our end either. Since that update, all our campaigns have just flatlined.

communityfirst

You can find those settings under Event Manager > Datasets > Settings. I switched off the same two-automatic website matching and tracking events without code-right after the update dropped. Honestly, it feels good to take back a bit of control. Clear, intentional tracking just makes our data work harder for the whole team. 😊

digitalnomad

So, did it fix your conversion rate?

adcraft

Mine's performance is the worst in two weeks. But the update's an easy scapegoat

digitalnomad

Have you seen any improvement in your conversion numbers? 📈 Been digging through ours and it's still pretty unclear - wondering if anyone else is getting clearer results?

brandvoice

Hang on - can you elaborate a bit? I'm trying to follow the May 31st Meta update too, and honestly it's a bit of a mess. are you seeing something specific in the interface or in performance? I've got a few clients asking me what's changed and I'm not sure what to tell them yet. Just trying to get my head around it before I panic anyone.

socialbutterfly

Same here - switched absolutely everything off. Sometimes that simple restart does the trick when nothing else will. 🤷‍♀️

🔹 turned off all campaign settings
🔹 cleared cache
🔹 logged out and back in

Still hit or miss, but worth trying if you're stuck.

gmbpro

Automatic website matching and event tracking without code isn't part of this update - agree, it's still a manual setup grind.

From what I've seen across a dozen GA4-to-Meta integrations this quarter, focusing on EMQ score is the right call.

Higher EMQ directly correlates with better deduplication and attribution accuracy - I've measured ₁₅% lift in conversion tracking stability after pushing EMQ above 8.0.
Relying on "track automatically" often introduces garbage signals that muddy the pixel's learning phase.

If you're not already, I'd audit your website's event schema first. Clean, well-parameterised events feed the EMQ more than any broad autotrack toggle ever will.