I had a theory on why performance has been so bad last few days, at least for my brands.
Yes meta bugs/issues definitely dont help either, but I think theres also a major audience shift happening after Mother’s Day.
Normally my audience is heavily female year round. But during the Mother’s Day peak, that completely flipped and majority of buyers became male shoppers buying gifts. So for a couple weeks the algorithm was feeding into a very different audience than normal.
I checked ads manager reporting afterwards and the audience distortion actually proved me right. Buyer demographics during the peak looked completely different compared to normal periods.
Now that the holiday is over, Meta basically has to recalibrate and relearn the core audience again. That transition period always feels messy.
Also, I think consumer spending naturally slows right after Mother’s Day too, especially if your audience is 25+. A lot of people already spent money over the last couple weeks so demand cools off temporarily.
Whats interesting is I have noticed this pattern happened last year around Mother’s Day at least for me. Performance drops for a bit after the peak, then slowly stabilizes once the algorithm adjusts back.
Moral of the story dont panic too fast. Be patient, give the algorithm some time again, keep testing creatives and let the data settle before making emotional decisions.