Is Meta down, or is it my account?

When performance falls off a cliff overnight, it is often a Meta-wide delivery or reporting outage, not something you did. Confirm it is platform-wide first, then hold: panic-editing during an outage resets learning right when delivery is about to recover.

This issue is common among Meta advertisers and usually indicates a structural or optimization problem that can be resolved with the right approach. Understanding the mechanism behind the problem is the first step to fixing it.

This problem typically stems from one or more of the following:

• Look for a platform-wide pattern: a sudden drop across every campaign at once, and others reporting the same on status trackers and the ad forums.
• Separate a delivery outage from a reporting one: if spend and impressions look normal but conversions or purchase events flatline, it is tracking, not delivery.
• Hold, do not react: avoid budget, targeting and creative edits during an outage, because they reset the learning phase and cost you when delivery returns.

Follow these steps to identify the root cause:

1. Look for a platform-wide pattern: a sudden drop across every campaign at once, and others reporting the same on status trackers and the ad forums.
2. Separate a delivery outage from a reporting one: if spend and impressions look normal but conversions or purchase events flatline, it is tracking, not delivery.
3. Hold, do not react: avoid budget, targeting and creative edits during an outage, because they reset the learning phase and cost you when delivery returns.

Once you've identified the cause, apply these fixes:

1. Start by identifying the root cause using the diagnostic checklist above
2. Make one change at a time and wait 24-48 hours to see results
3. Document what you changed and the outcome for future reference
4. If the issue persists, consider reaching out to Meta support with specific details
5. Use the quick fix page for immediate action items