In Fluency, you can create budgets for Facebook, just like for other advertising channels. However, there are specific considerations for Facebook campaign budgets to keep in mind.
Meta (Facebook)-specific budget settings
To get started, follow the standard steps for creating a budget. Choose "Facebook" as the advertising channel.
Shared vs. single budget
Decide whether your budget will be shared among multiple campaigns (shared budget) or applied to only one campaign (single budget). Note that the concept of a "shared budget" does not exist within Facebook. However, Fluency allows you to group and manage multiple Facebook campaigns simultaneously.
A campaign budget is evenly allocated based on the total number of ad sets under that budget. Let’s say a budget is $1,000. Campaign A has four ad sets while Campaign B only has one, adding up to a total of 5 ad sets. Campaign A would receive $800 ($200 x 4) of the budget, and Campaign B would receive a $200 ($200 x 1) budget.
Monthly vs. flighted (lifetime) budget
In Fluency, there are two budget types:
Monthly budgets: This budget type repeats monthly and runs for the entire month at a set value.
Flighted budgets: This budgettype has specific start and end dates and runs for that time period. In Facebook, flighted budgets are referred to as "lifetime budgets." When using flighted budgets in Fluency, additional data columns are included for accurate reporting and differentiation from regular budgets.
Note: Once a budget is created, you cannot switch between flighted and monthly types; a new budget must be created. For shared budgets, "monthly" is the default option; "flighted" is not available.
Ad set spend limits
Ad set spend limits set the distribution of your campaign’s daily budget across its ad sets. When the total campaign budget is reached, the ad sets will pause. Note the following:
Ad set spend limits apply to the campaign’s daily budget, not monthly.
All ad sets must either have spend limits or have no limits at all.
Because ad sets without limits can spend more than ad sets with limits, you cannot have both in the same campaign (in Manage).
Example 1:
Ad sets represent a daily distribution rather than a fixed monthly budget. Based on the limit, Fluency calculates daily targets based on the campaign’s current pacing.
Campaign monthly budget: $300
Ad set A: 75%
Ad set B: 25%
In this example:
The percentages are not applied to the $300 monthly budget. Ad set A is not capped at $225 and ad set B is not capped at $75.
If the calculated daily spend is $10, then $7.50 is allocated to ad set A and $2.50 to ad set B. However, Meta may spend more or less for each ad set depending on its performance.
Both ad sets will continue to run until the overall $300 monthly budget is fully exhausted.
Example 2:
If some ad sets have limits and the total limit is less than 100%, Fluency automatically distributes the remaining percentage evenly to any ad sets without limits.
Ad set A: 25%
Ad set B: 25%
Ad set C: no limit
Ad set D: no limit
Since the total limit is 50%, Fluency will evenly distribute the remaining 50% percentage to the other ad sets.
Ad set C: 25%
Ad set D: 25%
Example 3:
If some ad sets have limits and the total limit is 100% or more, the ad sets without assigned limits are assigned a minimum daily budget ($1 per ad set).
Ad set A: 50%
Ad set B: 50%
Ad set C: no limit
Ad set D: no limit
Fluency will set a minimum daily budget of $1 for ad sets C and D.
Timing Consideration: For the best results, set budget limits at the start of the month. If limits are set after the first day, additional calculations may be needed to meet your target spend.
Setting ad set spend limits
Hover over Automate (rocket icon) in the left menu, and select Blueprint Editor.
Choose a Blueprint in the list—then select a Facebook campaign and an ad group.
In the Basic dropdown in ad group settings, locate the Ad Group Spend Limits dropdown and select:
Maximum limit: The maximum spend limit for how much you can spend on an ad set.
Minimum limit: The minimum spend is a target and is the lowest range of how it should be spent. This only applies if a Spend Limit (%) percentage exists. If nothing is set, then the maximum limit is used.
Minimum and maximum spend limit: When using minimum and maximum limits, enter a maximum limit (%) and a minimum limit (%). Note: To comply with Meta's requirements, Fluency automatically ensures a minimum $1.00 gap between the limits. If a calculated limit falls below the minimum threshold, it is cleared so the ad set continues to serve without restriction.
Locate the Spend Limits (%) field and enter a desired percentage for the ad set's limit.
Click Save Changes.
Potential errors
When troubleshooting an error, first make sure the budget limits of your ad sets add up to 100%.
Maximum Spend Limit Too Low: Your campaign budget is above the maximum spend limit. Try lowering the campaign budget or adjusting the budget limits so each ad set does not exceed the maximum spend limit.
Minimum Spend Limit is Higher Than Campaign Budget: Your campaign budget is below the minimum spend limit. Try increasing your campaign budget or adjusting the budget limits so each ad set meets or exceeds the minimum spend limit.