For the second time in just over a month, Meta’s apps, including WhatsApp, and to some extent, Messenger and Instagram, faced outages and intermittent issues.

Meta’s status page detailed disruptions to key business services, including its Ads Manager, Messenger Platform, WhatsApp Business API and others.

via TechCrunch

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There has been a lot of talk on Twitter/X about Meta Ads being “broken”. This has happened before, but it’s never lasted longer than a few weeks. This time, many brands have seen soft performance for all of Q1.

there is no obvious cause/effect relationship between poor performance and a specific code push or platform outage on Meta’s side.

only some brands are seeing poor performance.

via No Best Practices (a must read for Meta advertisers)

Something is fundamentally broken at Meta (more than usual). Which means it’s a time to experiment freely, on and off the platform.