Facebook is Setting a Limit on the Volume of Ads that a Page can Run at the Same Time!

Last week, Facebook announced that it will soon be setting a limit on how many ads a Page can run concurrently. In order to ensure that the advertisers are ready for this change once this limitation is implemented next year, the social media giant is rolling out a new version of its Marketing API that comes with an Ad Volume API to display the number of ads in an ad account that are either running or in review.

Facebook also stated that it will disclose more details about the change once 2020 kicks off. As of now, the Ad Volume API will display the number of ads running across accounts. Come next year, it will also be showing how many ads are permissible for a Page to use.

The Social media giant also said that the ad limits will only affect a minute portion of advertisers. In case you are an advertiser and want to find out whether you will be affected or not, Facebook will have the answer along with additional details very soon. As mentioned above, the change is not expected to go on the floors until the mid of 2020.

The company said that the reason behind implementing ad limits is that high ad volume can set back an advertiser’s performance. With a large number of ads running concurrently, only a certain ads step out of the learning phase. This results in more expenditure before the optimization of delivery system and ad’s performance.


The good news is that the change will be implemented next year, so advertisers have enough time to get familiar with the new Ad Volume API and mold their campaigns according to Facebook’s guidance.

A few other things that advertisers should also know… ThruPlay is slowly replacing 10-second video view metric and the 10-second video views optimization. Moreover, marketers using the Marketing API must identify by March 31st, 2020 whether the new and modified campaigns belong to a Special Ad Category.

Lastly, Facebook is also doing away with the Ad Keyword API endpoint and encouraging the use of insight breakdowns, lift studies or split tests.


Photo: Sean Gallup / Getty 

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