[box]UPDATE: Facebook announced that ad limits per Page will roll out from February 2021 through Summer 2021.[/box]
As part of its announcement for Graph API v5.0 and Marketing API v5.0 late last month, Facebook also announced some upcoming ads limitations.
Along with a number of other changes, the updated Graph API v5.0 and Marketing API v5.0 will bring several ad limitations for some advertisers. In a recent update post, Facebook announced that its new Ad Volume API “will help advertisers understand how many ads they’re running and prepare for the upcoming ads limitations that will be introduced.”
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In terms of what’s coming, Facebook said it will start “implementing a limit on the number of ads each Page can run at the same time.” Before you start getting worried, these ad limits will only impact “a small percentage of advertisers” in mid-2020. Further details about these limits will be provided over time within the new year.
So, why is Facebook doing this? The answer might actually surprise you:
“We’re implementing ad limits because very high ad volume can hinder an advertiser’s performance. With too many ads running at the same time, fewer ads exit the learning phase and more budget is spent before the delivery system can optimize an ad’s performance.”
Based on the above, actually running too many ads at the same time will lead to a degraded ads performance. Therefore, this makes total sense, right?
According to the announcement, Facebook’s new Ad Volume API allows advertisers to track a Page’s ad volume for an ad account, and will, in the future, track a both a Page’s ad volume across ad accounts and the number of ads that a Page will be permitted to use.