Facebook lost approximately $60 million in revenue during the outage. Most of it was supposed to come from advertisers.
While reading Facebook's apology, I noticed an interesting sentence:
...some advertisers may see accelerated delivery as our services recover from the outage.
Accelerated delivery? In simple terms, Facebook will try to spend advertisers' money faster for the day (and possibly the days ahead, depending on your budget settings).
According to Facebook, this "accelerated delivery" will apply to some advertisers. Is that some number big enough for many advertisers to notice?
I did some additional research and came across this AdWeek article with a first-hand experience from a media buyer who manages multiple ad accounts:
“One media buyer noted Facebook’s delivery numbers have gone up dramatically this morning as the platform pumped up delivery to make up the losses.”
And what happens when you show too many ads too fast? You see a drop in conversions:
The agency is seeing a drop of at least 50% in conversions compared to what it normally expects, across roughly half a dozen clients. For some clients, it’s more than 50%.
Is there a malicious intent here? Maybe it's the FB algorithm at play, maybe it's someone at Facebook saying "speed things up and try to recover our revenue ASAP". Who knows.
What you can do about this: Pause running ads that you began running during the Facebook outage. It's far better to spread out the money you were meant to spend during the 6-hour outage than to listen to Facebook and spend it all at once.
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