Why it happens
Creative fatigue
Creative fatigue
A winner runs out of fresh people. Frequency climbs, click-through falls, cost per result climbs for a week straight.
Delivery stopped
A failed payment, a reached spending limit, an end date, or a re-review rejection. Spend drops to zero.
An edit restarted learning
A big budget jump, new targeting or new creative put the ad set back into learning.
Tracking broke
A site change removed the pixel or the purchase event. Spend continues, reported conversions fall to zero. See Meta pixel not firing.
Competition and season
CPMs rise around big retail moments. The same ads cost more to deliver.
How to fix it, step by step
Find the day
In Ads Manager, break results down by day for the last 30 days. Note the date spend or results moved.
Spend or results?
If spend dropped, follow the not delivering checks: billing, status, review, limits. If spend held and results dropped, keep going.
Check the activity history
Look at edits made on that date and the day before.
Check frequency and CTR
Rising frequency with falling click-through on the same ads is fatigue. Launch new concepts beside the old winner.
Check the events
In Events Manager, confirm your purchase or lead event still fires. A flat line on the date of a site release is a tracking break.
Steps checked against Meta Business Help Center articles on delivery, the learning phase, ad fatigue and Events Manager diagnostics.
Sprites fixes this
Or let Sprites fix it
Sprites finds the day results broke, lines it up with what changed, and tells you whether it is delivery, fatigue or something else. Fixes come as approval cards.
What Sprites does
- Runs a daily trend and finds the inflection point, then reads the account change history around it.
- Checks fatigue and frequency per ad, and delivery per ad set, so a delivery stop is not mistaken for fatigue.
- Reads what each ad set optimizes for, so a dead optimization event shows up next to the spend that is still going out.
- Reads the pixel: whether each event still arrives from the browser and the Conversions API, and which one went silent this week.
- Proposes the fix as an approval card: pause the fatigued ads, restore delivery, or move budget to what still works.
What it doesn't do
- Repair the pixel or Conversions API events
Questions
Why did my Facebook ads suddenly stop working?
If spend stopped, it is billing, status, review or a limit. If spend continued and results fell, it is usually creative fatigue, a learning reset after an edit, or a tracking break.
How do I know if it is creative fatigue?
Frequency rises, click-through falls and cost per result climbs on the same ads for about a week. One bad day is noise.
Should I turn the campaign off and on again?
No. Pausing and restarting does not reset anything useful, and a pause of 7 days or more restarts learning.
My conversions dropped to zero but spend did not. What happened?
Almost always tracking. Check Events Manager for the purchase or lead event on the date it dropped.
Do I need new ads?
If it is fatigue, yes. Add new concepts next to the old winner rather than editing the winner itself.
Let Sprites fix it
Connect the account. Sprites finds the cause, stages the change and waits for your approval.