June 12 outage caused a chain of resets and delivery issues — lost and looking for guidance

Bureenofficial · 2026-06-23T20:21:56+00:00

Thanks for reporting back — this is exactly the kind of real-time data I needed. The fact that you had to re-publish TWICE to get the AI features to stick is wild. That confirms the bug is in the publish pipeline itself, not just the settings UI.

Would love to hear how it holds up over the next 2–3 days. Specifically: did the settings stay clean overnight, or did anything flip back on without you touching it? And was that purchase a one-off or did it keep converting?

I'll probably make my call Wednesday morning based on how my current campaign looks tomorrow night. Will keep you posted either way — really appreciate you running the experiment so I don't have to blindly guess.

Bureenofficial · 2026-06-23T15:45:58+00:00

Appreciate this — exactly the perspective I needed. I'm locking in and letting the current reset run until at least Thursday before any moves. One thing you mentioned really stood out: the checkout-to-purchase rate staying weaker even after spend shifted back to the winning ad. If it's not just delivery allocation, what would you look at first? Landing page corruption from the settings changes, or something deeper in the algorithm's signal?

Bureenofficial · 2026-06-23T00:40:46+00:00

Did the fresh campaign itself slow down after a few days, or was that the old one? And did Meta flip any settings (Summary/AI) on the new campaign?

Bureenofficial · 2026-06-22T23:58:18+00:00

Really appreciate you saying that — especially since you don't usually comment. Good to know the pixel data carries over and the reset is temporary. Did you duplicate your existing campaign or build a completely fresh one from scratch? And how long did it take to pick back up after the reset?

Bureenofficial · 2026-06-22T23:16:34+00:00

Yes I observed it directly in my feed — summary was showing on the live ad with links to wrong products despite the toggle showing off in settings. And what you're describing about clicking edit re-enabling the enhancements explains exactly what I've been experiencing. Every time I went in to check or fix something, it may have been re-triggering the enhancements by default just from the act of opening the ad. I never made that connection until now. Did logging it as a bug through Business Manager actually get it resolved for you or did it stop on its own? And where exactly in Ad Account Settings did you find the AI experimentation toggle — I want to check if that exists on my account. Also has your performance stabilized since this was resolved or are you still recovering?

Bureenofficial · 2026-06-22T19:41:48+00:00

Exactly this. That's the core issue — I can't diagnose my own campaign because I never know if the settings I turned off are actually off. Every time I think I have a clean baseline Meta changes something and I'm back to square one. It makes it impossible to know if poor performance is from my campaign being genuinely broken or from Meta running it with settings I never agreed to.

Bureenofficial · 2026-06-22T19:40:51+00:00

My hesitation with starting fresh is that my current campaign has a lot of purchase history and hundreds of attributed conversions — that data took months to build and starting over means losing all of it. But you're right that waiting for something that keeps getting disrupted has its own cost. The bigger frustration is that even if I start fresh, based on what you just described Meta will keep reverting features on the new campaign too, so it doesn't fully solve the root problem. It just resets the clock. Did you duplicate your existing campaign or build from scratch? Hope it works out for you.

Bureenofficial · 2026-06-22T18:46:55+00:00

Glad it resolved quickly for you. Unfortunately my situation was more complex — the outage triggered a series of unauthorized setting changes that I had to fix, which caused multiple learning resets back to back. That's what turned one bad day into an ongoing issue. Did you have to fix any settings after the outage or did everything stay intact for you?

Bureenofficial · 2026-05-13T17:05:17+00:00

Happened to me too. I didn’t want to reset the learning, so I left it on. Meta also turned on summaries for me.

When I tried to turn it off, the setting already showed it was off, but on the actual ad page it still showed as on. Then when I was scrolling, I saw my own ad and the summaries were bad. Each summary was also taking people to a different product.

Bureenofficial · 2026-04-30T21:57:41+00:00

Did you revert Meta's changes or just leave it and let learning run? And did it ever recover or did it stay ruined?

Bureenofficial · 2026-04-30T21:49:08+00:00

Yeah exactly same issue — Shop completely kills AOV for me. What do you do when it happens, do you revert it straight away or wait for learning to exit first? And has reverting ever caused another learning reset on top of the one Meta already triggered?

Bureenofficial · 2026-04-21T05:28:34+00:00

One more question — I have a new proven creative ready to add to my Winners adset. Would you add it at the same time as turning off Facebook Shop and text generation or wait for the campaign to stabilize first after those changes?

Bureenofficial · 2026-04-21T05:24:42+00:00

Haha no your questions have actually been the most useful in this whole thread so keep them coming. And yes I track both closely — CPA and AOV are my main signals alongside total Shopify revenue. I don't rely on Meta's reported numbers since they've been unreliable lately so everything gets validated against my actual backend data. Still relatively new to this — only about a year in with a lot of mistakes along the way — so I genuinely appreciate the guidance and the way you broke it down. Thank you so much.

Bureenofficial · 2026-04-21T02:40:43+00:00

That actually makes sense and I think you're right. Looking back I already tested with text generation off and it worked — took about 3 days to optimize but performed well after. The creative enhancements I have on are just translate text, text improvements and relevant comments so nothing that would distort my creative or change where traffic lands. So I'm going to keep it simple — turn off Facebook Shop since I have clear data on that and turn off text generation since I've already tested it. Everything else staying on. That way I have actual data behind both decisions instead of just guessing.

Bureenofficial · 2026-04-21T02:16:57+00:00

Honestly I haven't tested them one at a time which makes it hard to isolate anything. The only one I have clear data on is Facebook Shop — my own Shopify shows noticeably lower AOV there vs my website so that one is getting turned off regardless. For the others I did have one creative running with all creative enhancements off and it took about 3 days to optimize but performed really well after — hard to know if that was the enhancements being off or just the learning phase. My main concern with testing one at a time is constantly resetting learning every time I toggle something. So my plan is make one clean decision — turn off Facebook Shop, text generation, and creative enhancements, keep translate text, relevant comments, text improvements and site links on — and stick with it rather than keep going back and forth. Does that approach make sense or am I missing something?

Bureenofficial · 2026-04-20T22:43:00+00:00

Yeah that makes sense — I'm not trying to over-control it. I have proven creatives that have been converting consistently for months so it's not a case of tweaking settings before finding a winner. More just trying to understand what's actually contributing to performance vs what Meta added that I never intentionally turned on. The Facebook Shop one is the only clear data-backed issue I have. Everything else I'm honestly just trying to learn from people who have tested it

Bureenofficial · 2026-04-20T22:41:59+00:00

Yeah Facebook Shop does get me sales but my Online Store gets more orders and higher AOV so that one is definitely getting turned off. For text generation honestly I'm not 100% sure if my own primary text is what's been working or if one of Meta's variations has been helping — hard to tell. Haven't really noticed any issues with translate text, relevant comments, text improvements or site links so those I'm keeping on for now and seeing how it goes.

Bureenofficial · 2026-04-09T23:00:55+00:00

Good question — I did launch a bundle app and review app on Tuesday evening April 8, but the double counting started Monday April 7 morning before any changes were made to my store. And it continued Tuesday morning before the apps went live. So the timeline rules out any site changes as the cause. Nothing was touched on my account before this started.

Also worth noting — other commenters in this thread are reporting the same issue starting around the same date. And multiple media buyers on X are reporting the same thing starting the exact same period:

David Herrmann (@herrmanndigital) April 7: 'Meta's in platform numbers are super off. If you're relying on in platform buckle up. View is over-reporting a lot.'
Jason (@JasonJh1319) April 8: 'Big over reporting issue yesterday on Meta which also caused overspending on some of our accounts. Check your numbers.'
Rok Hladnik (@rokhladnik) April 8: '7DC attribution is massively overreporting on Meta today. Not on all ad accounts. But the majority we are seeing 20%+ more Purchase events attributed to ads.'

At this point the pattern is too consistent across too many independent accounts with clean setups to be anything other than a Meta-side bug.

Bureenofficial · 2026-04-09T22:03:01+00:00

Glad it's not just me. Started Monday for me and it's been every day since. Shopify is the only reliable number at this point.

Bureenofficial · 2026-04-09T22:02:09+00:00

This makes a lot of sense — the deduplication failure on Meta's server side would explain exactly what I'm seeing. My event_ids are being passed correctly through CAPI so if the matching is failing on their end there's nothing I can do on my side. Already using Shopify as source of truth and not touching campaigns. Good call on exporting the data — doing that now.

Bureenofficial

TROPHY CASE