We share delivery recommendations for you in Account overview based on your campaigns' performance. You may also see them when setting up and managing your campaigns.

Combining similar ad sets across campaigns can help you:

• Spend your budget efficiently and optimise performance. When you combine ad sets and campaigns, our delivery system can work more efficiently to find more opportunities for your budget. For example, you are trying to find your ideal audience and you have three ad sets with the same objective and creative. One ad set is targeted only to people interested in dogs, another is targeted to people interested in dog toys and the last is targeted to people interested in dog collars. Splitting your ad sets across these segments to find the ideal audience could decrease performance because your total audience size is split across multiple ad sets. You could improve performance by combining these ad sets and broadening the audience to include all three interests in one ad set.
• Minimise time and budget spent in the learning phase. When a campaign starts running, each ad set goes through an initial learning phase. During this time, the delivery system learns to deliver ads effectively. When you run too many ad sets at the same time, each one gets fewer opportunities to learn and therefore fewer results. This means that ad sets may spend more time in the learning phase, and you may spend more budget before the delivery system can fully optimise performance. Combining ad sets will help you get the results you need faster, which means you'll see stable results sooner.

How does combining ad sets affect reporting?

• Instead of fragmenting audiences for reporting purposes, consider using breakdowns in ads reporting. Breakdowns let you see ad performance across more granular segments, including demographics such as age, gender, age and gender, country, region, DMA region or business locations. Learn more about breakdowns, metrics and filtering in ads reporting.

You can create an automated rule for us to automatically combine ad sets if audience fragmentation is detected. You can also manage your rules to receive notifications if audience fragmentation is detected.

• About managing ad volume
• Significant edits and learning phase
• About automated rules
• About delivery recommendations