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Does adjusting budgets at night affect Facebook ad performance?
I like to scale/cut ads for my campaigns typically once in the morning and once at night (11pm or so) to make sure I’m always updated. Does scaling late at night affect performance more negatively than if I just stuck to adjusting them in the morning? Majority of my audiences are in my same time zone.
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2 Replies
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Well, it used to be that if you set a daily budget increase late in the day it would spend all the increase in however many hrs remained in the day. As such, best practice is to publish early morning. I think they’ve introduced a better pacing AI on late night budget changes but you should just do it in the morning to stay on the safe side.
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Making changes to your ad sets every single day will reset the data
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