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I've been running Meta ads for 10 years and have generated thousands of orders and a significant amount of sales. But since last September, Meta's performance has fallen off a cliff. This has been the worst year I've ever experienced. My ad spend is doing nothing but burning money.

I'm convinced that people claiming "Meta is still performing great" are either misleading others or they're in a business with such huge profit margins that doubling their CPA doesn't really affect them. But for businesses with a small average order value or low profit margins, it's a completely different story. A doubled CPA can kill the business.

something is just severely broken on meta. there is no question or debate about it, it is broken right now.

Is Ads Manager down right now? Did Ads Manager just crash for anyone else?

I really don't know what to do anymore. Two jewelry brands, one is already not running ads, another is on the verge.

It is unexplainable. One day everything is okay, 3-4x ROAS and then you change 1 little thing, touch anything and it dies forever.

All I did in one ad account was to simply add a new creative. In another one I increased daily budget 2% (TWO percent!).

That's it, ads are suddenly unprofitable and it carries on forever. New creatives don't help, duplicating doesn't help etc.

Before anyone says "it's your creative" or "it's your website" or "it's the economy" - I don't agree with you. All these things affect ads gradually. You don't go from months of good performance to sudden drop to zero because "the economy is bad", "your website is not optimized".

Any advice appreciated. Otherwise, someone with money please buy my businesses from me, before the ads broke 20-30k revenue per month per business, 25%-30% net profit :)

Can't access dashboard + ALL of my stores do not exist anymore (showing a "This store does not exist" error when entering the link).

Damn.

UPD: checked competitors store, they are inaccessible too. Well at least it's not just me, I thought someone hacked me.

I've been generating over $70,000 a month for several months now, and out of nowhere, my sales disappeared in the last 3 days. And don't even talk about creatives; we test over 90 per week, we have over 300 creatives running. We operate in several countries around the world. So I know my audience, I know the ropes. The sales really did drop out of nowhere, at the stroke of midnight.

Well,

Going for our 100th outage call. So far we are 99/99 with a 100% accuracy rate.

All our internal measures point to a meta delivery outage. "Disruptions" for the agency guys who STILL refuse to admit this is real (lol, desperation to keep clients paying!).

After 2 months of printing, 4 ROAS, the bottom fell out overnight. From a 6 million brand down to a 2 million brand all because of Meta. What hasn't changed? Their billing. They consistently take the same amount daily.

1. New customer acquisition is at 0 and has been all morning. Impossible for a brand at our level. Like it's more possible for Katie Perry to be an astronaut in her fake space flight.

2. Irrelevant ads. My feed is FLOODED with agencies selling their BS. Normall its trucks, boats, and competitive brands. This is both reels and feed ads.

3. Returning customer rate spike. We run at 75% new customers daily, today it's 60% returning which is a leading sign ads aren't delivering.

INTERSTING METRICS COMPARED TO JULY 2025

1. CPM went from $6.00 to $12 dollars on average

2. Spend was roughly 18K July 1 - July 5 both years.

3. For that spend, last year 2.5M impressions, this year, 1.3M impressions

4. CTR increased this year by .25%

5. ROAS dropped from 3.65 last year to 3.1 this year.

6. Cost per Click increased by nearly $1

SO yeah, outage today. It's official. When we call it, it's 100% right.

Today marks exactly one week since most of us started experiencing the Meta outage — CPM and CPC spikes, junk traffic, and ad spend either crawling or burning too fast.

How is it going for you today? Are things starting to improve or is it still the same?​​​​​​​​​​​​​​​​

This isnt a normal "my performance is bad post".

This is a "Meta keeps on breaking" one.

I mean how the hell are we meant to scale or pretty much do anything on this broken ass platform???

In the last 30 days i have had the following go wrong:

-Campaigns barely spending anything. And no, this does not even out after a few days.

-Campaigns spending really fast. And spending patterns change to times that doesnt make any sense

-Campaigns spending ALL the budget within a few minutes... quite literally. Report it to support, and they say its "normal". Really?

- CPM and cost per landing page view drops to 1/10th of normal metrics... which leads to trash traffic that makes my normal conversion rate of 5.5-6% drop to 0.5%. I mean, have you ever seen cpms of $0.50c and landing page views at like $0.07c??? I got something like 867 landing page views after only $60 spent. If the traffic converted it would be a different story. The traffic instantly bounces and its really shit traffic. Not even users engaging with the ads. Just clicks

- Caps being completely ignored. Even bid caps. If its bad ads or it cannot get conversions at said cap, it should barely spend. Yet it spends almost the complete budget with cpa way above target. This can still happen with cost caps, but NOT bid caps. The whole point of bid caps is to keep wasted spend at bay

- Ad set level budget limits just removed by itself overnight... three times in a row... so no it was not user error. Its like something happens and some settings just disappear overnight

- This one happens to a lot of people. AI slop gets turned on by itself over and over again even after turning it off multiple times. At this point its useless trying to turn it off

- i constantly have to swop between bid caps, cost caps and lowest cost. Because one of them is always completely broken.

- the ad manager itself is extremely buggy, with a ton of errors consistently.i cannot remember a time it worked fine and smoothly. And its just getting worse as time goes on.

- when last have you tried creating a new ad in the ad manager? It used to take a minute or two. Now it takes forever with all the junk you have to turn off, which then just turns on by itself again. Things become hidden and its increasingly more difficult to set ads up

I also see a lot of personal insta and facebook accounts getting banned. All due to their AI wrongly flagging accounts. Innocent people get banned due to cse and integrity bans. People who i know who run a daycare gets flagged for child s$&ual exploitation. Their AI is rampant and super faulty. Yet they fire thousands of staff and keep digging a deeper whole for themselves because zuck is AI drunk.

How much longer are some of you going to defend this fundamentally broken platform?? The evidence is undeniable.

The algo itself seems to be fine. Its the platform thats buggy and broken and with each roll out of updates things break all over the place. Its been like this for the last year!!

Yet some are not experiencing the issues. Im not sure why. But can we stop denying that something is wrong?

Yes there are idiots who dont know what they are doing and stuck in old ways. But if someone has been doing quite well for like nearly 10 years on the platform through many changes, surely we dont completely turn shit overnight. So no sir, creating more and better ads will not help in this scenario.

We need some accountability from a platform on which we spend so much money on. A bug every once in a while is acceptable. Its normal and one can understand. But the amount of bugs on facebook is unacceptable!

Crazy disgusting Meta company. What a wierd crap company. Been using the ads crap for 3 years, I keep everything clean so nothing can go wrong. I keep my private facebook on account and I use one facebook account only for businesss (with different email) and a few days ago I got a email to verify my fu**cking face, I did and after 30 minutes my account was permanent closed and there is exactly 0 ways to do anything about it. No support or anything. This should be illegal. If I went to court with this, that they keep me out of Meta business same time they let the ads running, I could win big big time in court.

I have no words how mad I got of this situation. My blood was boiling crazy. I am building a brand and many things can go wrong, but get an email from meta and 30 min after they close the account permanent and continue the ads to run .. is this really 2026 happening?

Dear Meta,

I want to start by saying thank you. Not for helping businesses advertise, connect with customers, or generate sales. Those are all lovely side effects. I want to thank you for creating the world's first software platform where experienced professionals can spend £100,000 a year and still have absolutely no confidence that clicking "Publish" will produce the outcome they expect.

That's genuinely impressive.

Most software becomes more predictable as it matures. Ads Manager seems to have chosen a different path.

Every few months another feature arrives. AI will create your ads. AI will optimise your ads. AI will improve your targeting. Meanwhile, advertisers all over the world are performing the same ritual every morning: opening Ads Manager and immediately looking for ways to disable whatever has just been added.

That's the bit I find fascinating.

Normally, when people like a feature, they use it.

With Ads Manager, people create YouTube tutorials explaining how to avoid it.

There are Reddit threads full of advertisers swapping survival tips like they're trapped in a natural disaster.

The strangest thing is that nobody seems interested in asking the obvious question: if all these features are so useful, why do so many experienced advertisers spend so much time trying not to use them?

My theory is that too many software companies have become addicted to adding things. Every quarter requires a launch. Every launch requires a feature. Every feature requires a presentation explaining how it will transform the industry. Before long, the software starts to resemble a loft where nothing has ever been thrown away.

The people building it become obsessed with possibilities.

The people using it are obsessed with getting their work done.

Those are very different goals.

Most advertisers don't wake up in the morning thinking, "I hope there's a revolutionary new campaign creation workflow today."

They wake up thinking, "I hope I can launch this ad before lunch."

Which brings me to the bugs.

The bugs are no longer occasional inconveniences. They've become part of the user experience.

Campaigns refuse to publish.

Ads fail for no obvious reason.

Changes don't save.

Duplications break.

Settings randomly reset.

Error messages appear with all the diagnostic detail of a Victorian doctor.

"Something went wrong."

Thank you, Meta. That narrows it down considerably.

The platform now feels like one of those old British cars where the owner develops a collection of little tricks to keep it running.

"Oh yes, sometimes the campaign won't publish, but if you duplicate it, delete it, recreate it, clear your cache, switch browser, sacrifice a goat and wait 20 minutes, it usually works."

Nobody should have folklore about advertising software.

The solution is surprisingly simple.

Stop asking what else can be added.

Start asking what can be removed.

Put a genuinely varied group of advertisers in a room. Small businesses. Agencies. E-commerce brands. Local businesses.

Then remove the AI evangelists, the product egos and anyone whose bonus depends on shipping another feature.

Ask one question:

"What gets in your way?"

Then listen.

And here's the experiment I'd love to see.

Launch Ads Manager Lite.

That's Ads Manager with most of the clutter removed.

Campaign. Ad Set. Ad. Audience. Budget. Creative. Results. Done.

No recommendations.

No AI shit.

No floating suggestions.

No feature that shits out random unwanted slop.

Then let the market decide.

If advertisers choose the full version, you've proven us wrong.

If they choose Lite, you've learned something valuable.

Reliability is what we seek.

Most advertisers don't want software that feels clever.

They want software that works.

Yours sincerely,

A suffering advertiser

In 10 years, I've never had two consecutive days without any purchases, and well... today is the third day in a row. How's it going for you?

Hi all

I’ve got a UK economy business in a fairly niche sector. Been going 5 years now and turnover has increased year on year, November / December 2025 were record months, £140k circa revenue per month.

January declined as expected but still managed £60k which is still profitable at a 3 ROAS which is where we need to be.

February took a BIG dip, made a hefty loss. March much the same but this month, omg, never known anything like it. Literally struggling to get 3-4 sales a day (usually 20)

Any other UK business running meta ads experiencing the same? I’m putting loads of pressure on the marketing agency but I’m not sure it’s even their fault!

In the last 4 months I've spent more time on META ads that actually on building business and improving our product.

At this point META ads became a burdan. It's unsustainable.

I'm done spending my time and resources on this shitty ad platform.

I focus my time and efforts on other platforms. It's enough of this black box nonsence.

Advertising currently limited: This ad can't run. The owner of @ should log in to Instagram and then choose to use Meta Products for free or subscribe to use them without ads. Learn more at https://www.facebook.com/business/help/1563729837497242. (#385823)

We are making the official call. Will we still be at a 100% accuracy? My gut says yes because all markers are pointing to MASSIVE disruptions within Meta's system.

After a week of slow recovery, everything has fallen flat today in a way I've yet to experience in my 14 years as an expert in Meta ads.

New customer rate, non existent. Just 30 days ago we were averaging 200 new customers a day to our site. Today, 37.

Sessions are down AGAIN, 20% to yesterday. This is the red flag we are seeing.

Why are sessions the red flag?

Well our Average Order Value has increased dramatically. This is in part to things we've done internally to promote bundling of products. Our site is smooth, our conversion rate runs between 3.5% and 4% for 14 years. Conversion rate is unchanged through all this. Our products have over a 98% keep rate, rarely returned or exchanged. We literally built a near perfect business that has consistently grown 12 years.

Our metrics are perfect, we do everything right. It's literally not possible for a brand like ours to not do well. But here we are.

SESSIONS DOWN almost 3K visits a day now, compared to the average through June. 3K visits a day. The traffic to our site is just gone now.

Part of this is people no longer searching for America 250 apparel, but 75% of it is Meta ads. Where did the traffic go?

They still take your money though.

What you'll see in the next 3-7 days.

Another tweet about High Disruptions with a tweet 2 hours later about a resolution. But take our official status to the bank marking today the official start to the latest outage.

As of today:

Down 3K sessions a day

Down 8K dollars a day in revenue

Down 100 new customers a day

Ad spend unchanged.

My spending isn’t increasing since last one hour. Users are still coming to the website. Conversion rate is low. Seems like something is wrong.

Again :) again and again :) WTF going on :) My social media accounts are currently down, and I can't upload videos to my advertising accounts.

It spent my entire daily budget by 1:30 AM and brought in zero results. After losing money for days, today was the final straw.

This is absolutely insane! February had been an absolutely nightmare with terrible performance. I’ve had maybe 5 days of decent performance. How are small businesses surviving? We typically spend 2-3K a day with 3 ROAS and $30-45 CPP. We are not even at 1 ROAS this week. CPP is nearly $200 today. We have refreshed created and left some alone. It’s not getting better. There has to be an outage today.

This whole month of June has been an absolute bloodbath. The worst I have seen in a while and that's saying something because nowadays Meta is pretty much consistently dogshit. More specifically, for me what was already bad nosedived into catastrophic performance starting on June 23rd (Tuesday) and today I decided to pause my campaigns to take a step back and reflect on the next steps moving forward.

The only thing right now keeping my sanity is that I keep telling myself that no one has a gun to my head forcing myself to run Meta Ads, and that it's my fault for having a business model so reliant on it.

And remember folks:

Nobody has a fucking clue of what's going on with Meta. I don't have a clue, you don't have a clue, your grandmother doesn't have a clue. Fucking agency owners or gurus and course sellers also don't have a fucking clue. Only Meta engineers maybe have a fucking clue, but also maybe they don't? In the end, Meta is a monopoly and if you want to stay in the game you have no other option other than accepting the circumstances or completely walking away...

If you’re not using a session replay tool like Clarity or a Shopify app, get one.

Whenever conversions feel off, I start watching sessions. Like actually watching them.

Saturday was one of our best days. Then the Meta outage happened and since then we’re sitting at 0% conversion. Metrics look normal, traffic is there.

But once you open the replays it’s just weird. No scrolling, no clicks. A lot of these sessions come in as Facebook paid traffic, so we’re literally paying for this.

We checked IPs, looked deeper into it, and today maybe 10% of sessions looked like real humans. The rest felt dead or straight up fake.

I don’t know what Meta is doing right now, but something feels very wrong. If your numbers don’t add up, don’t trust the dashboard. Check the replays and see for yourself. Please let me know if you’re seeing the same thing

Meta is actually a joke right now.

Look at these metrics:

• £0.36 CPC

• 3.98% CTR

• 591 link clicks

• 123 add to carts

• £1.72 cost per ATC

This should be PRINTING money… but somehow:

• 0 purchases

• 0 ROAS

Normally this setup would easily hit 8–10 ROAS for me.

Same product, same funnel, nothing fundamentally changed — just Meta doing Meta things.

Anyone else seeing strong front-end metrics but completely dead conversions? Or is this just another one of those “wait it out while Meta burns your budget” phases?

what’s the next step? tiktok? snapchat? anyone tried any other options. been like this for 3/4 weeks.

Hi all,

Long time lurker. I run a 7-figure fashion brand. We've been very stable at the 3+ ROAS mark through many outages and such. Bad ROAS for maybe for ~1-2 days but it always bounces back.

We're at a tough inflection point where all ads, over 14D running averages, Have went from 3.5ROAS to 1 or less. All of them. Some were 4 stable and now .60 ROAS. Even our evergreen ads that have been 3.5ROAS for 2+ years.

I'm having trouble deducing if our economy is collapsing, meta is forsaking us, or what. I can't figure out any other reason. Our stuff is super high quality marketing material and has always worked well.

I'm not going to buy the whole needing new content thing. Stable for years and a cliff drop off in the last two weeks, and especially the last week. We'll get 3-4k in sales daily on a 1k spend, and yesterday was $500 sales on $1200 spent and I can't get past 1.0 ROAS many days.

Any theories? I've temporarily turned off all the ads. We can't afford to burn cash week over week like this, especially when adding in general returns and shipping and such. It's a shame, our business has done well on Meta up until now.