Facebook had initially planned to move all campaigns to CBO-only by final September however has been pushing off the change. With CBO, Facebook’s algorithm routinely optimizes funds allocation throughout the advertisements units in a marketing campaign.

Why we care. Many advertisers have pushed back in opposition to the change, saying they typically see higher outcomes once they can set and management budgets on the advert set degree. For months, advertisers have been testing CBO with combined outcomes.

Facebook clearly heard advertisers once they mentioned they weren’t pleased with the mandate, and has now deserted it altogether. As the corporate spokesperson notes, although, Facebook nonetheless believes within the efficacy of CBO and its algorithm’s capability to maximise efficiency outcomes. It’s simply going to cease forcing the difficulty, for now.