Meta has quietly implemented a new "automatic adjustments" feature across most advertising accounts, giving the platform unprecedented control over campaign management functions without requiring advertiser approval.
What's Changing
The new automation system can:
- Pause or activate campaigns
- Adjust campaign budgets up or down
- Consolidate ad accounts
- Modify audience targeting
- Make campaign optimizations
Impact on Advertisers
This significant change affects campaign management autonomy in several ways:
- Campaigns may be modified without explicit notification
- Budget allocations can shift automatically
- Audience segmentation may be consolidated
- Strategic control moves partially from advertisers to Meta's automation
How to Disable Automatic Adjustments
Advertisers can opt out through these steps:
- Access "All tools" in Ads Manager
- Click "Automated rules"
- Select "See automatic adjustments"
- Go to "Manage automatic adjustments" page
- Turn the feature OFF
Why This Matters
While automation can potentially improve performance, many advertisers report concerns about:
- Loss of strategic control
- Unexpected campaign changes
- Unplanned budget modifications
- Disruption to carefully planned segmentation strategies
Advertisers are advised to review their account settings and decide whether to keep this feature enabled based on their specific campaign needs and management preferences.
