Meta’s New Automatic Ad Adjustments: Control or Chaos?

Meta’s New Automatic Adjustments—A Silent Update

In a recent change that caught many digital marketers off-guard, Meta introduced automatic adjustments to ad accounts, implemented without explicit opt-in consent. This update has quickly become controversial, as advertisers noticed unexpected shifts in ad performance and settings. Designed to use AI-driven insights to improve ad results, these adjustments can modify campaign elements like targeting, placement, and creatives. However, for marketers who prefer hands-on control, this “helpful” feature has raised concerns about transparency and efficacy.

In this blog, we’ll break down the details of Meta’s automatic adjustments, examine both positive and negative impacts, and provide a step-by-step guide on how you can opt out if you prefer a manual approach.

What Are Meta’s Automatic Adjustments?

Meta’s automatic adjustments are AI-driven modifications applied to ad campaigns without requiring approval from the account manager. The intention is to optimize ads for better performance by adjusting various elements, including:

Audience Targeting

Automatically refines the audience based on real-time engagement data, potentially expanding or narrowing the target group.

Ad Placement

Reallocates ads across Facebook, Instagram, and the Audience Network for optimal performance.

Creative Adjustments

Enhances visual elements, including aspect ratio and color adjustments, aiming to create more appealing ads.

While these adjustments sound beneficial, they are initiated without user approval, sparking discussions on whether these changes are genuinely helpful or disruptive.

How Advertisers Are Reacting

Feedback from digital marketers has been mixed. Some appreciate the automation as a time-saving feature, while others see it as an overreach that compromises control. Several advertisers on Reddit shared that their campaigns experienced sudden shifts in performance, particularly when high-performing ads were modified, affecting conversion rates negatively. Many marketers, expressed concerns that these adjustments may prioritize Meta’s algorithmic preferences over the nuances of individual ad strategies​: 

• Digital marketing consultants find these changes intrusive because Meta’s adjustments do not always align with their individual strategic goals. They have gone as far as emphasizing that the algorithm’s modifications can undercut efforts that a brand’s team has carefully planned.

• Other account managers feel that automated ad adjustments might work for beginners while being counterintuitive and disruptive for experienced marketers who know their audiences best and have well calibrated strategies for their campaigns.

Pros and Cons of Automatic Adjustments

Potential Benefits

1. Improved Efficiency

For small businesses or new advertisers, automatic adjustments offer a level of optimization that could otherwise be difficult to achieve without experience.

2 Enhanced Performance Metrics

When correctly aligned with campaign goals, these adjustments can lead to increased click-through rates (CTR) and broader reach.

Drawbacks

1. Loss of Control

Automatic adjustments may override carefully tailored targeting and creative choices, making it challenging for experienced marketers to maintain campaign consistency.

2. Transparency Issues

Since these adjustments don’t require user consent, they may be activated without the account manager’s knowledge, complicating reporting and accountability for ad performance.

The lack of an upfront opt-in mechanism has been flagged as a major downside by marketers, who feel they should have a choice in deciding whether these changes apply to their campaigns.

Why This Change Has Raised Concerns

One of the primary issues is that Meta has set these adjustments as the default, meaning that if an account manager isn’t actively monitoring campaign settings, changes could go unnoticed. In many cases, marketers only realize adjustments have been made when they review ad performance or specific settings. The “opt-out” nature of this feature, rather than an “opt-in” choice, has led to concerns about whether Meta’s approach respects user control.

Account managers have taken to forums and social media to discuss their frustrations with this setup, pointing out that any automated changes should be discretionary, especially for campaigns that rely on tightly controlled settings. This default opt-in structure challenges the transparency that many users expect in their ad management tools.

How to Opt Out of Automatic Adjustments

For marketers who want full control over their campaigns, opting out is a straightforward process but requires manual action. Here’s how:

1. Log into Meta Ads Manager

Navigate to the Ads Manager account associated with the affected campaigns.

2. Select Campaign Settings

Open the specific campaign you want to adjust and access the settings menu.

3. Locate the Automatic Adjustments Section

Depending on your interface, this may be labelled under “Auto Adjustments” or “Ad Optimization Features.”

4. Turn Off Automatic Adjustments

Deselect any automatic features that you do not wish to apply to your campaign. Be sure to save these settings to ensure that Meta’s AI will no longer modify the campaign.

It’s recommended to regularly review these settings, as updates to the platform may occasionally reset preferences or introduce new options.

Best Practices for Account Managers

• Monitor Campaigns Regularly

Regular check-ins can prevent unexpected changes from impacting ad performance. Schedule time to review settings, especially after significant updates to Meta’s platform.

• Use Manual Adjustments When Possible

If you prefer a hands-on approach, consider turning off all automatic adjustments and controlling optimizations yourself.

• Stay Updated on Platform Changes

Meta frequently rolls out new features and adjustments. Following industry blogs and official announcements helps you stay informed.

Is Meta’s Automatic Adjustment Right for Your Campaign?

Meta’s automatic adjustments may offer convenience, but for experienced marketers and account managers, the lack of user consent and transparency could be a dealbreaker. While this feature can benefit beginners and smaller businesses, the absence of an opt-in option has sparked valid concerns about control and campaign integrity.

By taking a proactive approach to reviewing and managing your campaign settings, you can decide whether Meta’s automatic adjustments align with your strategy or if a more manual approach would yield better results.