Meta Algorithm Changes Keep Ad Performance Unpredictable
11 posts across 3 communities since Jul 2026; 82% from r/FacebookAds.
“I’ve generated around €1.5M in revenue over 2 years with my online stores. But for the past year, Meta Ads has become completely unpredictable. I launch a campaign today → ROAS 5. And yet, I already know tomorrow it could drop to ROAS 1. I’ve experienced this scenario several…”
“Six months ago we stopped reporting Meta ROAS to clients and switched to blended MER. Here's what actually happened. The attribution problem that pushed us there: we had clients running both Meta and Google. Meta was claiming credit for orders, Google was claiming credit for the…”
“so many people cry and complaining that Meta is done, I thought so until a month ago. I finally understand Meta ads after 2years of struggling. I fix all the problems and I got ROAS 4+ for a month straight. Since I fixed the problem, I have not lost any money and today I got…”
Advertisers are experiencing fluctuating performance on Facebook/Meta ads, with some reporting significant improvements after a period of decline. Many express confusion and frustration regarding algorithm changes and difficulty understanding how to optimize campaigns.
SOURCES (11)
“I’ve generated around €1.5M in revenue over 2 years with my online stores. But for the past year, Meta Ads has become completely unpredictable. I launch a campaign today → ROAS 5. And yet, I already know tomorrow it could drop to ROAS 1. I’ve…”
“I swear about this Facebook ads algorithm stopped being fair and humane since Nov 2024, everything is just going downhill at this point, but the 9/11 of Meta ads started way back just a month ago and it's been weeks I'm trying to justify and give it a few more chance but it just kept disappointing me every step of the way. Are we stuck with this unfair algorithm loophole that doesn't return the value we've asked for? Is there any alternative that we can cling into? Something like”
“I recently reviewed one of my Facebook ad accounts and noticed something I honestly did not expect. Monthly spend increased from around $10k to almost $40k, but ROAS did not fall as I had assumed. It actually improved from roughly 2.5 to almost 6. The process was far from smooth, though. A few budget increases caused CPA to jump the next day, and I started wondering whether I had pushed the account too quickly. After that, I stopped trying to increase the budget blindly and separated the campaig”
“I recently looked back at one of our baby product accounts and was honestly surprised by how much things changed over seven months. Monthly spend went from around $11k to $28.5k, while ROAS improved from roughly 3.4 to 5.8. It definitely wasn’t a smooth climb. Every time we pushed the budget too quickly, performance got worse. The biggest improvements came from separating the products by role and using more real customer content, especially unboxing videos and everyday use cases. We also stopped”
“My campaigns were delivering at 700-800% ROAS consistently for every month of this year. Since Aug 17th, although I altered my targets to align with actual ROAS, performance has plummeted to ~350% ROAS. Did I make a mistake somewhere? submitted by /u/MikeLavosmile [link] [comments]”
“I have been doing Facebook ads since 2017 and started my own business in 2019. I have had a great time advertising since then, though ads have become harder to run after the iOS 14.5 rollout. I managed to keep up with the changes, but I have noticed that since July 2025, ads have become much less profitable. The only great months were December and January. It's not that I am in loss or something, but the effort required to make the amount of profit that I am generating doesn't seem worth”
“Hi everyone, My Meta ads have been running for a few weeks now, and performance has been okay overall. I’ve also been monitoring the traffic in GA4, where both the engagement rate and average engagement time per user looked healthy. However, the last two days have been absolutely awful performance-wise. When I checked GA4, I noticed that the average engagement time per user suddenly dropped to around 1 second on both days. I haven’t changed anything in my setup. I’m running a Shopify store with”
“Six months ago we stopped reporting Meta ROAS to clients and switched to blended MER. Here's what actually happened. The attribution problem that pushed us there: we had clients running both Meta and Google. Meta was claiming credit for orders, Google was claiming credit for the same orders. Add them up and you'd get 200% of actual Shopify revenue. Neither number was wrong by platform logic. Both were useless for decision-making. Blended MER fixed this. Formula is simple: Total Shopify R”
“This has been a mess it has been a long time performance is not stabilising when it looks like it has recovered it goes down again. I don't want services or being told about how to run meta ads. Have been doing this since ages so I know when it is creative fatigue and when meta is acting up submitted by /u/Parking_Gift_4988 [link] [comments]”
“After seeing performance drop over the past several days, Meta is now officially showing an "Ads Delivery – High Disruptions" notice and says they're recovering from an outage affecting ad delivery. submitted by /u/PersonalityOk7240 [link] [comments]”
“so many people cry and complaining that Meta is done, I thought so until a month ago. I finally understand Meta ads after 2years of struggling. I fix all the problems and I got ROAS 4+ for a month straight. Since I fixed the problem, I have not lost any money and today I got ROAS 9.5 and I found that so many post like 'July 11 outage' , 'performance drop?'... man.. it is not outage.. you do not know shit about Meta ads.. that is the problem.. I do not change creatives for a month”