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Has anyone else felt Meta ads became way more unpredictable over the past year?
Posted by on February 15, 2026 at 4:08 pmI’m not talking about normal ups and downs, but a real shift where campaigns that used to be stable suddenly feel random. Scaling budgets sometimes kills performance overnight, traffic and add-to-carts look fine, yet purchases drop. Nothing major changed on our store side, which makes it confusing. Curious if other ecommerce founders running Meta have been experiencing something similar lately.
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1 Reply
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No, not really.
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That part about traffic and ATCs staying stable but purchases dipping is the real tension. If Meta was just being random you’d usually see chaos higher up too. When only purchases fall off, something between intent and checkout shifted.
Is this across all campaigns or mainly after you increase budget? And does it drop immediately or a few days later once things rebalance?
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no it’s just that creative is way more important now, it’s always mattered but it’s like the only lever now
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