Performance in Meta advertising campaigns can fluctuate from week to week, and this is completely normal, especially early in your campaign. Several factors can impact your results, causing changes in ticket sales, ad reach, or cost per click.
Why does ad performance change every week?
Requirements: You must have access to the "Grow" and "Advertising" sections in your Understory dashboard.
Learning Phase Dynamics
When you start a new campaign or make major changes (like to your budget or creative), Meta enters a "learning phase". During this time, Meta’s algorithm tests your ads with different people and placements, which can cause results to vary until the algorithm finds what works best.
Seasonality & Local Events
Interest in travel and events can change each week because of weather, school holidays, flight schedules, or big events in your area. These external trends can directly affect your ad performance, including cost per click, audience reach, and conversions.
Creative Fatigue or Refresh
If audiences keep seeing the same ad over and over, they may start ignoring it (known as “ad fatigue”). Regularly updating your images, ad text, or offers can help keep your campaign results strong.
How these factors affect your business
Ads may deliver fewer clicks, bookings, or impressions some weeks compared to others—but this doesn't always mean something is wrong. It's simply how digital advertising works, especially with platforms like Meta (Facebook & Instagram). By understanding these influences, you can:
Better plan your promotions around busy or slow periods
Refresh ad creative to avoid fatigue
Allow enough time for campaigns to stabilize after changes
If you need help interpreting your results or want advice on improving campaign stability, check in the "Grow" and "Advertising" sections or contact us for tailored support.
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