Facebook Ads FAQ

Ad Policies and Delivery


My ad has been in review for a long time. What can I do?

The standard review time for ads can take up to 24 hours.

For ads that have been in review for longer than 24 hours, we have an article outlining options on what to do here.


How does GDPR affect Facebook ads?

We are not able to provide legal advice on this topic. GDPR has different potential implications for different organizations, depending on the way the organization may be utilizing data for advertising measurement and optimization.

Facebook has a dedicated GDPR microsite available here.


Is it true that ads can’t have more than 20% of the image as text? What about videos?

Facebook previously had an official policy that ads with more than 20% text in the image could not run on the platform.

While this “no more than 20% text policy” is no longer in place, Facebook generally recommends avoiding high levels of text.

Ad Setup Tactics


How can I limit the frequency of ads on Facebook/Instagram?

There are several options for managing frequency. This article on our site covers this topic in greater detail.


How do I create an unpublished/dark post on Facebook? How do I publish an unpublished post?

Unpublished/dark posts are created when you create an ad in Ads Manager without using an existing post from your page. This article on our site covers how to publish unpublished posts to a Facebook page.

Ads Training and Support


I am looking for someone to discuss Facebook/Instagram advertising ideas with directly. What resources are available to me?

Direct one-on-one sessions are available from our team. More information is available here.


I have quite a bit of experience with Facebook ads, and I’m looking for ways to improve my performance. What resources are available to me?

We have a program available for more advanced advertisers, which grants access to a community of other advertisers, regular updates on changes to Facebook/Instagram advertising, as well as access to more in-depth webinars (depending on the program level).

This program is called the Power Hitters Club. More information is available here.


I’m a beginner with Facebook ads. Where should I start?

Facebook Blueprint is is a free group of training modules covering a variety of topics related to Facebook ads. The modules can be accessed here.

Jon has made available a free Facebook Advertising Fixes video series. In this free video series, there is a focus on the 20 critical factors preventing your Facebook ads from success. More information on the series is available here.


What is the Facebook Blueprint Certification?

The Blueprint Certification is a paid testing process that provides an official certification for different topics related to Facebook ads. There are different certification levels and focal areas available.

More information on the program is available here.

Advertising Basics


There are so many terms related to advertising on Facebook. What do they all mean?

Facebook has a glossary of ad terms available here.


How does the Facebook auction work?

Performance in the ad auction on Facebook-owned properties takes into account a variety of factors, including the Bid, Estimated Action Rate, and Relevance of the ad (building an acronym commonly referred to as BEAR).

A more detailed explanation is available here, as well as a Blueprint training module here.


What is the Learning Phase on Facebook?

The Learning Phase describes a period when Facebook’s systems are gathering sufficient data for effective ad optimization across targeting, timing, creative, and placement options. One of the most common topics involving the learning phase relates to making edits that reset learning.


What is Facebook Analytics?

Facebook Analytics is an analysis and reporting interface where conversion tracking and Facebook pixel data can be managed and accessed.


Do I need to have a Facebook page to advertise on Facebook?

Yes. Facebook requires that users have a personal Facebook page to access Ads Manager to create ads.


What is Facebook Ads Manager?

Ads Manager is a Facebook tool where advertisers can create ads, analyze ad performance, and create ad reports. Ads Manager can be used independently of Business Manager, but advertisers who have set up Business Manager access Ads Manager via their Business Manager interface.

A general reference resource for Ads Manager is available here.


What is Facebook Business Manager?

Business Manager is a group of tools that enables advertisers to access a large variety of advertising options and capabilities, as well as share access to different advertising assets.

A general overview of Business Manager is available here. A downloadable PDF guide is available here.

Advertising Best Practices


Where can I find case studies related to Facebook and Instagram ads?

Facebook has made “success stories” available here, filterable by different areas, such as Business Size, Objective, Industry, Ad Product, and Region.


How can I scale my budgets more effectively?

There are many potential strategies for scaling.

  • This article on our site covers two of these in greater detail.
  • This article covers how to improve performance of ads through scaling techniques.

What is an ideal ad frequency on Facebook and Instagram?

There is no single frequency appropriate for all situations, as it depends on a variety of factors.


How much should I budget for Facebook ads?

Setting the appropriate budget is highly subjective, as it depends on your advertising goals and the reality of your organization. However, this guide from Social Media Examiner might be a useful reference.

Advertising Testing and Optimization


What is dynamic creative?

Dynamic creative enables an advertiser to upload multiple components of ads and allow Facebook’s systems to create various combinations and test them out accordingly.


What are dynamic ads?

Dynamic ads feature product recommendations from an advertiser’s product catalog, adjusting what products are shown based on signals of user interest, intent, and action. Dynamic ads are also often commonly referred to as “dynamic product ads”.


What is split testing?

Split testing, also referred to as A/B Testing, involves creating two separate ad scenarios where a variable is changed between the two scenarios, allowing an advertiser to determine how the variable affects advertising outcomes.

Metrics and Reporting


What is the Facebook pixel?

The pixel is an implementation of Facebook-provided code on your website which enables tracking, optimization, and attribution within ads on Facebook-owned properties.

The Facebook pixel is a common theme across many of the resources on our site. You can check out our pixel-related articles here.


The conversions reported in Ads Manager don’t match my actual sales. Why?

Ads Manager only reports conversions that are attributed to ads. If you want to see all conversions, then Facebook Analytics, the Facebook Attribution Tool, or the Pixels section of Business Manager contains this information.


Where can I find benchmarks for Facebook ads?

Generally speaking, there aren’t standard, publicly available benchmarks available for Facebook advertising. However, some publications track benchmarks for accounts they have access to, such as this resource from Wordstream.

Even with benchmarks such as these available, it’s important to consider the underlying context of any specific metric you may be evaluating. Given these challenges, it’s normally best to work on improving your own metrics as much as possible and to focus on those which are most reflective of your own success.



I’m not sure I understand my target audience very well. Where should I start?

The Audience Insights tool can be a great resource to analyze different potential audience groups in more detail. Facebook has general information on this tool here.


What is a lookalike audience?

A lookalike audience enables Facebook to find people on Facebook-owned properties (e.g. Facebook and Instagram) who are similar to a certain group. This group is referred to as a source audience and may be based on people who visit your website, for example.