Meta Business Help Centre

Specifications for ad performance

Over time, our system learns which ads perform the best for you. This means that some ads you create may be delivered more than others. The decision on which ad to show the most is based on a number of factors, such as the length of time that your ad set runs, your budget and how many people click the ad. How your ads are structured (for example, if the ads are in the same ad set) can also affect performance.

The table below shows each level of the ads structure (down) and their features (across):

On/Off controlObjectiveScheduleBudgetBiddingTargetingCreativeReporting available
Campaign✔ ✔ ✔
Ad set✔ ✔ ✔ ✔ ✔ ✔
Ad✔ ✔ ✔
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More in this section: Create ads from Ad Manager

About ad deliveryAbout ad auctionsAbout placementsAbout frequency capsAbout pacingAbout attribution setting
About learning phaseSignificant edits and learning phaseAbout learning limited
About performance goalAbout landing page view optimisationBest practices for landing page view optimisationAbout maximise value of conversionsSet up maximise value of conversionsEligibility requirements for maximise value of conversions
About delivery recommendationsAbout managing ad volumeAd limits per PageAd account limitsCombining ad sets and campaignsManaging creative fatigue
Understand fluctuations in ad performanceSpecifications for ad performanceAbout estimated daily resultsAbout ad relevance diagnosticsView ad set average cost
Troubleshoot ad deliveryTroubleshoot ad performanceTroubleshoot conversion optimisationTroubleshoot ad delivery issues with an "Update required" statusHow to use ad relevance diagnosticsDiagnose and reduce auction overlap

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