Liam Walsh
Liam is a Co-Director at Intelligency and heads up the agency's Digital Intelligence & Paid Social activity. Over the last decade, he has worked with brands from the world of sports such as Premier League clubs to entertainment such as Channel 4 and Disney.
Meta has quietly introduced a feature called “automatic adjustments” across a myriad of ad accounts, allowing its system to make substantial campaign changes without advertisers’ explicit consent. This feature enables Meta to take a more active role in campaign management, sometimes making adjustments without advertisers being directly informed.
How can these Automatic Adjustments impact campaigns?
With “automatic adjustments” enabled, Meta’s system has the ability to pause or activate campaigns, adjust budgets, consolidate ad accounts, and merge audience segments. These automated changes are intended to streamline and potentially optimize campaign performance but can also leave advertisers with less control over key campaign decisions.
Why Advertisers so concerned?
This shift hands Meta significant authority over campaign management, from budget adjustments to audience consolidation—all without explicit advertiser approval. While these changes may improve performance in some cases, some advertisers have expressed concerns about losing strategic control over their campaigns.
Unintended budget adjustments and merged audience segments have led to disruptions in ad performance and targeting, creating uncertainty about the impact on overall campaign effectiveness.
How to Opt Out?
Advertisers who prefer to maintain control over their campaigns can disable “automatic adjustments.” To do this, they should go to “All tools,” select “Automated rules,” click on “See automatic adjustments,” and use the “Manage automatic adjustments” page to toggle the feature off. This choice allows advertisers to assess whether they’re comfortable with Meta’s automated campaign management or if they prefer more hands-on control to ensure alignment with their goals.
What are the key takeaways from this update?
Advertisers should review their accounts immediately to decide if they want this feature active. Whether to retain or disable it depends on their comfort level with Meta’s automation and their desire for direct control over ad performance.
