Chapter 6: Let The Data Do The Talking
Meta Ad sets can be finicky in a lot of different ways. One of the main ways ad sets get thrown off is by editing them after they’ve already started running. When an ad set starts spending money, the algorithm begins collecting data and optimizing that ad set. If you change something, such as the ad or the targeting, that optimization process needs to start over. However, there’s also the previous data from before your edits that are skewing the algorithm, so typically the ad set just breaks. You never want to edit anything about your ad sets except for the daily budget after you hit the “Publish” button. If you have new things you want to test, create an entirely new ad set, and decide whether or not to keep the original running.