Meta Introduces Daily Budget Flexibility, May Exceed Daily Ad Spend by 75%

Meta's daily budget flexibility for new campaigns is a feature that allows Meta to spend up to 75% over your daily budget on a given day. However, the system ensures that it does not exceed 7 times your daily budget over the course of a week. This is designed to take advantage of days with high opportunity without exceeding the overall budget.

Daily budget balancing works by allowing for fluctuations in daily spending while maintaining a weekly spending cap. For example, if your daily budget is €100, Meta might spend up to €175 on a high-opportunity day. However, if the campaign runs for at least 7 days, the spending will balance out so that the total does not exceed €700 for the week, ensuring that the average daily spend aligns with your original budget.

It is important to be aware of the 7-day period for budget balancing because this is the timeframe over which Meta ensures that your spending does not exceed 7 times your daily budget. Understanding this period is crucial for advertisers to manage their budgets effectively and to avoid surprises in spending. It ensures that while Meta may exceed the daily budget on high-opportunity days, the weekly spend remains controlled and predictable.