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Recently, Meta quietly added an “automatic adjustments” feature to advertising accounts, allowing the system to make significant changes to campaigns without explicit advertiser consent. This has caused concern among many users, as Meta now has control over campaigns, which can affect their performance without prior notice.
What’s happening?
This new feature grants Meta the ability to perform the following actions autonomously:
- Pause or activate campaigns
- Adjust budgets up or down
- Consolidate ad accounts
- Make changes without notifying advertisers
- Merge audience segmentations and more
Why it matters?
This feature gives Meta substantial control over campaign management, including the ability to pause campaigns, adjust budgets, and merge audiences without direct advertiser approval. While automation can optimize performance, it also raises significant concerns about losing strategic control and potential campaign disruptions.
Many advertisers have reported unintended changes that negatively impacted their ad budgets and audience segmentation.
How to turn off this feature?
To disable “automatic adjustments,” follow these steps:
- Go to “All tools”
- Select “Automated rules”
- Click “See automatic adjustments”
- Access the “Manage automatic adjustments” page
- Toggle the feature OFF
The introduction of this automatic campaign management feature marks a significant shift in control from advertisers to Meta’s automated systems. This raises concerns about control over campaigns and strategic autonomy, as automated adjustments may lead to unforeseen consequences.
Reactions and comments
This feature was first spotted by Rok Hladnik on X (formerly Twitter).
@brewsawa shared: “Seriously, I was shocked when our Advantage Plus campaign dropped 40% in spend yesterday. Now I know why.”
Rajesh Kumar added: “It caused chaos in my account, luckily I caught it, and now I feel relieved. They are sneaky thieves!”.
Heather Brousell, a Lead Generation expert, explained: “This feature turned off profitable ad sets and slowed down our ad spend. It also merged some lookalike audiences, but we caught it just in time. Essentially, it was defeating the purpose of audience segmentation.”
Conclusions
Our experts note that Meta Ads’ new automatic adjustments feature can optimize campaigns, but it can also lead to unpredictable changes that affect budgets and audience segmentation. Advertisers are advised to closely monitor these settings and turn off automatic adjustments if they need full control over their strategy.
Our team specializes in setting up effective ads in Meta Ads, ensuring thorough control and a personalized approach for achieving the best results.
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