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 create a budget for Facebook, first 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.
The budget allocation for each campaign depends on the number of active ad sets within it. The overall budget will be evenly distributed among all the ad sets under that budget. For example, if a budget is $1,000 and Campaign A has four ad sets while Campaign B has only one ad set, Campaign A would receive an $800 monthly budget, and Campaign B would receive a $200 monthly budget.
Monthly vs. Flighted (Lifetime) Budget
In Fluency, there are two budget types: monthly budgets and flighted budgets. Monthly budgets repeat monthly and run for the entire month at a set value. Flighted budgets have specific start and end dates, running for the designated duration. 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 Limits and Budget Weights
To set specific budget limits for ad sets in a campaign, use ad set limits. This allows you to set a maximum spend for an ad set and automatically pause it when that budget is reached. Here's how to create an ad set limit:
Go to Blueprints in the top menu.
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 Budget Weight (%) field and enter a desired percentage for the ad set's weight.
Click Save Changes.
Notes on budget weights
The system calculates the budget weight based on the daily budget. If weights are set beyond the first day of the month, additional calculations may be required to meet your target spend. For more information, contact your Advertising Engineer.
Within a single campaign, you cannot mix ad sets with and without assigned weights in Manage. This is because unweighted ad sets are able to spend more than weighted ad sets, even in cases where weighted ad sets have 100% of the weight assigned. All ad sets in a campaign must either have assigned budget weights or none at all. Here's how this works:
Within campaigns with less than 100% of ad set weights assigned, the system will distribute the remaining budget weight evenly among unweighted ad sets. For example, if out of four ad sets, two have a weight of 25% each and two have no assigned weight, Fluency will automatically allocate 25% weights to the previously unweighted budgets.
Within campaigns with 100% or more of ad set weights assigned, the system will pause unweighted ad sets. For example, if out of four ad sets, two have a weight of 50% each and two have no assigned weight, the remaining two unweighted ad sets will be automatically paused.
Campaigns with ad sets where no weights are assigned will leave all ad set weights unassigned.