Meta is starting to issue refunds to advertisers affected by an outage last month that led to overspending and higher-than-usual CPAs.
Why we care Meta needs to get it right for all its advertisers of all sizes. It’s good that the refunds are starting, but it’s been over a month and this still hasn’t been resolved.
May 12 Some advertisers received their refunds as of May 12. However, many smaller advertisers complain that the process has been much slower for them. Bloomberg reported:
“Some advertisers received refunds from Meta as of May 12, though the amounts have been distributed inconsistently and it’s unclear why some companies received more money than others. In the past, advertisers who spent a lot on Facebook or had personal connections at the company were more fortunate to be reimbursed, according to several agency representatives.
The failure On April 23, Meta spent advertisers’ daily budgets in a matter of hours. CPAs also tripled. You can read more in our story: Catastrophic meta error led to overspending, higher-than-average CPAs.
the damage As an example, the $13,000 budget for an e-commerce advertiser was spent in three hours, with no results, Bloomberg reported. Another company said it “had its worst Sunday ad spend performance on record, ultimately posting sales 85% lower than the previous Sunday and 76% lower than two weeks earlier.”
Making matters worse. “Refunds for ad errors are typically pennies on the dollar, and Meta doesn’t tell advertisers how it calculates the payment,” as Bloomberg noted.
What Meta said. In a statement, Meta said:
“We have identified and resolved a technical issue in our automated systems that caused ad serving issues such as faster campaign spend and more variable costs. We fixed this as soon as possible and apologize for any inconvenience could cause”.
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