If your Meta ads have been tanking lately, you’re not alone.
I’m talking higher CPMs. Lower CTRs. Conversions falling off a cliff.
You launch what used to work and now it’s just burning budget.
So what the hell happened?!!
Simple. Meta made some big platform-level changes in how ads are delivered, tracked, and optimized – and 99% of media buyers aren’t ready for it.
I’ve been testing and collecting data across multiple accounts, verticals, and spend levels.
And what I found explains exactly why your ads are struggling – and more importantly, what you need to do about it.
Let’s break it down.
The 4 Major Reasons Meta Ads Are Underperforming Right Now
AI Delivery System Has Taken Over
Meta rolled out “Andromeda” and BIM (Bayesian Improved Mechanism).
What does that mean? The algorithm now gives top placements to ads with GOOD post-click engagement. That means if your ad gets clicks but bounces traffic, you’re getting penalized.
Broad Targeting Is Mandatory
You can’t narrow by interests, age, or gender like before. Meta wants you to go BROAD and let its AI figure it out. If you’re still trying to manually control who sees your ads, you’re playing a losing game.
Creative is Everything (Especially VIDEO)
Feed ads are drying up. Reels, Stories, Threads, and the Notification tab are taking over. Meta is prioritizing vertical video (9:16) that hooks FAST. If you’re still running static or horizontal video in the feed, you’re getting crushed.
Your Tracking Setup Is Probably Broken
CAPI (Conversions API) is not optional anymore. If your Event Match Quality is “OK” or “Poor,” if deduplication isn’t set up, if required params aren’t being passed – your data is garbage and Meta’s optimization can’t work.
The Result?
You’re getting high CPMs, low engagement, and your conversion data is incomplete or flat-out wrong.
Even if your product is good. Even if your offer converts.
Meta just can’t see it – so it punishes you.
What You Need To Do If You Want To Fix This
✅ Fix your CAPI setup. Check EMQ score. Enable dedup. Send proper event data.
✅ Switch to mobile-first creatives. Vertical. Fast hooks. Native-looking UGC works best.
✅ Use simplified, broad campaign structures. Stop over-segmenting. Let AI optimize.
✅ Focus on blended ROAS and post-click behavior. Don’t rely solely on Meta’s numbers.
I go over all of this in detail in my full breakdown here:
👉 https://iamattila.com/meta-ads/
