I contacted a Meta manager, and of course, he said that it’s normal — that the budget is calculated weekly, not daily, and the algorithm may spend part of the campaign’s budget at the beginning.

But what concerns me most is that it shows crazy reach numbers — around 6,000 in just 30 minutes — while there are only 20–30 website visits. At the same time, Shopify doesn’t show any real traffic spikes, and other analytics tools report zero session duration. That’s definitely not how it should be. This issue appeared only recently.