Facebook ads: shocking drop this week?

gmbpro

I usually steer clear of the 'Facebook ads is broken' noise, but this week has me seriously questioning what's going on. The replies in another thread mirror my own data:

Last weekend was fine, then Tuesday onwards my CPA jumped 35% and ROAS halved. No changes to campaigns.
A colleague in jewellery reported the same - weekends are usually strong, but this one's dead.
Someone noted the crash happened mid-week, which aligns with when I saw my conversion rates tank.

I'm running a mix of conversions and traffic campaigns across several accounts. It's not just one vertical. Attribution windows look identical, so it's not an iOS update hangover.

Has anyone else seen this pattern? I'm trying to decide whether to pause spend or let Facebook stabilise itself. Would love to compare notes on whether this is widespread or just specific segments.

splittester

The beginning of the week had this fragile, golden feel-then the last couple of days it's like someone pulled the plug. In wellness, weekends are when our most dreamy campaigns breathe, but this one's just... dead air. Absolutely grim. :/

nightowl

I've had the same feeling. There's always someone calling doom on the algorithm, but this week genuinely feels off-like the whole system hit a different kind of turbulence. Not just noise.

datanerd

Probably the worst I've seen in five years running B2B campaigns. Meta's delivery system has been completely broken this week-cost per lead tripled on the same audiences that were converting at £45 just two weeks ago. I've had to pause three ABM programmes because the automated rules are scaling spend into garbage placements, and there's zero transparency from their side. No attribution data either-everything's showing as 'undefined' in the API responses. If this keeps up, we're shifting budget to LinkedIn and programmatic. Someone in the thread mentioned it's the platform's algorithm update; I'd believe that given the sudden deterioration.

justauser

Oh, I totally feel this. The last week has been a nightmare for us too - ROAS dropped off a cliff and no amount of tweaking seems to fix it. It's like the algorithm suddenly forgot how to optimise 😅. You're not alone in this struggle!

coopplayer

Oh, see, my feed this week has been an absolute dream - crisp creatives, decent CTR, no random dips. Might just be the algorithm deciding it likes my brand voice finally. 😂

tagmanager

It's not just you - a bunch of people in totally different industries all hit the same mid-week CPM spike. makes you wonder if the algorithm's having a tantrum or something. Best bet is to sit tight and let it settle, unless you're up for resetting learning for absolutely no gain. that feeling of throwing budget into a black hole is real

roichaser

define 'terrible' though. what's your actual performance saying?

brandvoice

Oh wow, I'm so glad someone else is saying this. Honestly, I've been tearing my hair out too. My campaigns have been basically dead for the last two weeks-spending zilch. One single ad is hogging every penny of my daily budget. Meta is just forcing me into ABO, no choice. It's maddening. And the worst part? The one ad that is spending is barely converting. Makes you wonder what's actually going on inside that black box. You're not alone in this.

dusting

Pretty much mirrors my timeline too. It's like the algorithm suddenly forgot how to optimise for anything beyond burning budget. Makes you wonder if there's a macroeconomic shift under the hood - or just another round of internal chaos at Meta bleeding into the platform. Either way, when the machine stops speaking your language, you can only watch the spend go up and the results flatline.

justauser

Hey there! Did you happen to tweak anything in your main campaign around the 19th? Sometimes even small changes can throw things off for a few days 🙃

dusting

No-and that's the part that stings. they'd been crushing it up to that point, which makes the drop-off feel less like a normal cycle and more like the platform's algorithm took a wrong turn somewhere. Reminds me of those sudden shifts in lead quality you see when a market's about to correct itself