Why it happens
Nothing is spending
Nothing is spending
Billing, a spending limit, a paused level, a bid cap or a tiny audience. See the not spending fixes.
Spending, no results
Creative fatigue, the wrong optimization event, a weak landing page or broken tracking.
Stuck in learning limited
Too many ad sets, too little budget or an event that fires too rarely to reach about 50 a week.
Ads rejected or in review
Nothing runs until review passes. A rejection names the policy.
Results look wrong
Ads Manager and your store or CRM disagree. Often attribution settings or a tracking gap, not the ads. See Meta pixel not tracking purchases.
How to fix it, step by step
Check spend for the last 7 days
Zero or near zero: follow the not spending fixes. Normal spend: keep going.
Check the Delivery column
Learning limited, Rejected or In review each have their own fix.
Check what you optimize for
In the ad set, confirm the performance goal and conversion event match what you want. Optimizing for link clicks when you want purchases gets you clicks.
Check the events
In Events Manager, confirm the conversion event fires on your site.
Check the creative
Break results down by ad. If frequency is high and click-through is falling on your top ads, add new concepts.
Steps checked against Meta Business Help Center articles on delivery, performance goals, the learning phase and Events Manager.
Sprites fixes this
Or let Sprites fix it
Sprites reads the account and tells you which of the four problems you have, then proposes the fix for that one. You approve every change.
What Sprites does
- Reads delivery, learning stage, fatigue and spend per ad set and ad in one pass.
- Reads the optimization event each ad set is tuned for, and its budget, bid and targeting.
- Reads whether that event still reaches Meta, from the browser pixel and the Conversions API.
- Proposes the fix as approval cards: budgets, statuses, the optimization event, or a corrected copy of an ad.
What it doesn't do
- Repair the pixel or Conversions API events
Questions
Why are my Facebook ads not working?
Start with spend. No spend is a delivery problem. Spend with no results is creative, optimization or tracking. Learning limited is a structure problem.
Are Facebook ads still worth it?
For most consumer brands, yes. What changed is how fast winners wear out. Accounts that keep adding new concepts every week keep working.
How long should I give a new campaign?
At least a week, or until each ad set has had a fair shot at its optimization events. Judging after two days is judging learning.
Why are my Facebook ads getting clicks but no sales?
Check the optimization event first, then the landing page, then tracking. An ad set optimizing for clicks finds clickers.
Is my targeting the problem?
Less often than it used to be. Meta finds the audience mostly through the creative now. Broad targeting with strong creative beats tight targeting with tired ads.
Let Sprites fix it
Connect the account. Sprites finds the cause, stages the change and waits for your approval.