Facebook’s Outage Shakes Up Conversion and Ad Delivery Numbers

The blackout deals a reminder to diversify

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Facebook’s hours-long outage yesterday caused some scrambling—especially for the platform’s largest customer base, small and medium businesses. But any lasting impact will likely be more 2022 social budgets shifting to platforms like TikTok.

In the shorter term, ad buyers would do well to check their numbers as Facebook turns on the ad-delivery taps and conversion trackers are thrown off-kilter.

Naturally, ad delivery dropped off a cliff yesterday. Today, it’s been slowly returning, hitting half the usual amount of campaigns delivered, Jason Jutla, svp, head of media activation EMEA at Essence told Adweek.



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