#meta-ads

#meta-ads

You're getting solid results. ROAS looks healthy. You go to increase your daily budget and Facebook refuses to let you go beyond $50. Frustrating? Definitely. Random? Not at all. What you're running into isn't a mysterious bug. It's part of Meta's risk and pacing system - and once you understand how it works, you can plan around it instead of fighting it.

I am the co-founder of UpCounting, an accounting and fractional chief financial officer firm focused on ecommerce. We handle everything from basic bookkeeping and transactional work to high-level needs, such as due diligence, back-office implementations, cash flow forecasting, and financial modeling. I am also a certified public accountant and previously ran both an ecommerce brand and a marketing agency. Most finance professionals lack hands-on experience in advertising or customer acquisition, but I have lived those challenges, and that background significantly shapes how I advise founders.

As you can see in this new set-up, there are various Advantage+ options built into your ad structure, as well as Meta's "Opportunity Score," which p rovides a 0-100 point summary as to how well your campaign is set up to maximize performance (based on Meta's automated optimization tools).