You're getting solid results. ROAS looks healthy. You go to increase your daily budget and Facebook refuses to let you go beyond $50. Frustrating? Definitely. Random? Not at all. What you're running into isn't a mysterious bug. It's part of Meta's risk and pacing system - and once you understand how it works, you can plan around it instead of fighting it.
I am the co-founder of UpCounting, an accounting and fractional chief financial officer firm focused on ecommerce. We handle everything from basic bookkeeping and transactional work to high-level needs, such as due diligence, back-office implementations, cash flow forecasting, and financial modeling. I am also a certified public accountant and previously ran both an ecommerce brand and a marketing agency. Most finance professionals lack hands-on experience in advertising or customer acquisition, but I have lived those challenges, and that background significantly shapes how I advise founders.
As you can see in this new set-up, there are various Advantage+ options built into your ad structure, as well as Meta's "Opportunity Score," which p rovides a 0-100 point summary as to how well your campaign is set up to maximize performance (based on Meta's automated optimization tools).
"Our Meta Business Partners each offer AI-enabled solutions to report the context in which ads appear, giving advertisers the transparency they need to drive results on Threads feed with confidence. These partners independently score the adjacent content, aligned with the brand safety floor and suitability framework, providing reporting that may include safety and suitability scores, content examples and associated risk levels, and impression-level data."