You hit “publish” on a brand-new Facebook ad campaign. The budget is set, the creative is sharp, and the product is ready. Now… why isn’t anyone seeing it?
Welcome to the mysterious, powerful, sometimes frustrating world of the Facebook Algorithm.
Understanding how Facebook’s ad delivery system works is the difference between spinning your wheels and scaling with confidence. So let’s break it down—what the algorithm is, what it looks for, and how you can set your campaigns up for success from day one.
What Is the Facebook Algorithm?
At its core, the Facebook Algorithm is a machine learning system that decides which ad to show to which user, when, and how often. Its job? Maximize value for users, advertisers, and Facebook itself—all at once. According to DataScientest, the process has two main phases:
1. Ad Selection Phase
From millions of available ads, Facebook filters down a list that’s relevant to each user based on factors like:
- Behavior and browsing habits
- Demographics
- Device and location
- Ad type and format
2. Ad Ranking Phase
Once the list is filtered, each remaining ad is scored based on:
- Bid: What you’re willing to pay per result
- Estimated Action Rate: How likely the user is to take the desired action
- User Value: Ad quality, landing page experience, and engagement potential
The ad with the highest total value score wins the auction—and gets delivered. You don’t need the highest bid to win. You need the right combination of relevance, engagement potential, and a smooth user journey.
Enter: The Learning Phase
Every time you launch a new ad set, Facebook enters the Learning Phase—a short period where the algorithm experiments with delivery. During this time, performance may appear volatile.
The goal of this phase is to help the algorithm identify who is most likely to take the desired action (click, purchase, subscribe, etc.) based on how people interact with your ad.
Here’s the key: Making frequent edits—like changing the budget, creative, or audience—resets this phase. That forces Facebook to restart its optimization process from scratch, which can delay results. More about this phase and when to expect traction in our blog: When Do Facebook Ads Start Working?
What Factors Influence the Facebook Algorithm?
Let’s break down the biggest levers that affect your ad delivery and performance.
Relevance Score (Estimated Action Rate)
The algorithm is designed to prioritize ads that people are most likely to engage with. Facebook estimates this based on:
- Historical engagement with similar content
- Behavior of your target audience
- Click-through rate
- Time spent on site or landing page
A high relevance score can improve reach and reduce your cost per result.
Creative Quality
Not all creative is created equal. Facebook measures your ad’s impact with signals like:
- Watch time (for video)
- Frequency of negative feedback (hides, reports)
- Overall engagement rate (likes, comments, shares)
- Landing page match and clarity
If users scroll past your ad or give it negative signals, the algorithm may suppress delivery.
Landing Page Experience
Facebook doesn’t just evaluate the ad. It looks at what happens after the click. A slow or misleading landing page can lower your user value score. Focus on:●
- Page load time
- Mobile responsiveness
- Consistent message match
- Clear and easy-to-navigate layout
For tips on building a stronger funnel, see our guide: Paid Social Media Explained
Common Misconceptions About the Facebook Algorithm
Understanding what the algorithm is not is just as important.
Myth: Whoever bids the highest gets the best results
Truth: High bids can help, but Facebook favors ads with higher relevance and better performance history.
Myth: You should constantly edit campaigns for better results
Truth: Frequent edits disrupt the learning process and limit performance optimization.
Myth: Broad targeting wastes budget
Truth: The algorithm thrives on data. Broader targeting can allow Facebook to find the best users faster—especially when paired with strong creative.
Recent Changes to the Facebook Algorithm (2024–2025)
If you’re still running your Facebook ad strategy based on what worked two years ago, it’s time for an update. Recent changes have made the algorithm more selective, data-sensitive, and performance-driven than ever.
1. Better Signal Recovery After iOS 14
Facebook has doubled down on modelled conversions and aggregated event measurement, improving how it learns from limited data. This makes server-side tracking (like Conversions
API) more important than ever.
2. Creative-First Performance ModelingThe algorithm now uses visual pattern recognition to assess your creative—before it even runs.
Poor visuals or unclear messaging can suppress performance early. High-quality, native-feeling visuals are being rewarded more aggressively.
3. AI-Enhanced Ad Delivery
Meta’s rollout of AI tools for creative and campaign automation means the algorithm is evolving faster. Broad targeting with good creative often outperforms hyper-targeted setups, because the
system can optimize dynamically in real time.
These changes all point to the same principle: the more cohesive your data, creative, and messaging are, the better the algorithm can do its job.
How to Make the Facebook Algorithm Work for You
Here’s how to align your ad strategy with the algorithm’s inner logic.
1. Nail Your Targeting
Use a combination of interest-based targeting, custom audiences, and lookalike audiences. Always align your targeting with your creative and your objective. If the audience is too cold or too wide, you may be throwing away ad spend—or confusing the algorithm.
2. Focus on High-Performing Creative
Instead of testing everything at once, test deliberately. Try different hooks or visuals, but keep other variables consistent. Let each variation run long enough to collect statistically useful data.
Tip: Use dynamic creative testing inside Facebook to let the algorithm determine the winning combination of images, headlines, and CTAs.
3. Optimize Your Landing Page
Think beyond the click. Ask yourself:
- Does the page match the ad’s promise?
- Is it optimized for mobile?
- Are there friction points (pop-ups, slow load times)?
Facebook tracks bounce rate and session length. If people leave quickly, that feedback impacts
future delivery.
4. Feed the Algorithm Good Data
First-party data is gold. Upload your email lists, set up custom conversion events, and use Facebook’s CAPI (Conversions API) to enhance data accuracy in the post-iOS14 landscape.
The more accurate the data, the faster and more precisely the algorithm can optimize.
5. Be Patient, Then Scale
If you find a winning ad set, resist the urge to scale too fast. Gradual scaling (increasing budget 10–20% every few days) allows the algorithm to adjust without shocking the system.
Quick FAQ: Facebook Ad Delivery & Bidding
Q: Do higher budgets always mean better results?
No. A bigger budget only works when paired with high-quality creative, optimized targeting, and a strong offer.
Q: Should I duplicate ad sets to scale?
Yes, but cautiously. Duplicating can help preserve performance history, but avoid duplicating too many at once, or you’ll create competition within your own campaign.
Q: What’s the best campaign objective for conversion-focused brands?
In most cases, “Sales” or “Conversions” with properly tracked custom events will yield the best results. Avoid awareness objectives if your goal is revenue.
Q: How long should I let a campaign run before deciding?
At least 3–7 days depending on your budget. Wait for the learning phase to complete before making major changes.
Facebook’s Algorithm Is Built to Reward Cohesion
Facebook wants to show users content they actually care about. That includes ads—when they’re relevant, well-targeted, and built around a seamless user experience.
The Facebook Algorithm isn’t about hacking your way to visibility. It’s about cohesion. If your message, audience, creative, and landing page are all in sync, the algorithm will do the heavy lifting.
Focus on quality. Give it time. And let the data guide your next move.Looking for support in building an ad strategy that works with—not against—the algorithm? Contact us and let’s build something that performs.
Kylee is passionate about health and runs an online fitness and nutrition coaching business called Incinerate Training where she helps women to feel confident in their reflection again through lifestyle changes. She also runs a self development podcast called the Believing & Achieving podcast where she interviews experts and learns from their expertise.
