Blog Post

Facebook Advertising has long been a go-to tool for digital marketers aiming to drive traffic, generate leads and boost sales. With Meta’s advanced targeting capabilities and wide user base, it seems like an obvious choice for any business wanting measurable outcomes. But despite the potential, many performance marketers are now questioning whether Facebook Advertising is still delivering the results it once promised.

In this article, we’ll explore the reasons why performance marketers may struggle to see strong results from Facebook ads, and whether Facebook Marketing is still a worthwhile strategy in today’s digital landscape.

What Is Performance Marketing?

Performance marketing is all about results—every ad dollar is tracked against clear metrics like cost per acquisition, return on ad spend, or lead conversion rate. Unlike branding or awareness campaigns, performance marketing demands a direct, measurable outcome.

And while platforms like Google Ads are known for high-intent traffic, Facebook Advertising relies more heavily on user interest and engagement, which doesn’t always align with performance-driven goals.

Reason 1: Reduced Ad Tracking Accuracy

One of the major challenges facing performance marketers is reduced data visibility. Following Apple’s iOS privacy updates, Facebook’s ability to track user behaviour outside the platform has declined significantly. This has made it harder for advertisers to measure conversion events like purchases, form submissions, or app downloads.

Even though Meta introduced Aggregated Event Measurement and other workarounds, the data simply isn’t as clear or reliable as it used to be. Without accurate data, performance marketers struggle to optimise campaigns, test effectively and justify their ad spend.

Reason 2: Rising Competition and Ad Costs

As more brands move online, competition for ad space on Facebook has surged. This leads to higher cost-per-click (CPC) and cost-per-impression (CPM), making it harder for performance marketers to maintain healthy margins.

When you’re chasing results on a fixed budget, increased ad costs can quickly lead to poor returns. In many cases, marketers end up paying more for less, especially when targeting competitive niches like e-commerce, health, or finance.

Reason 3: Decline in Organic Engagement

While this doesn’t impact paid ads directly, a drop in organic reach on Facebook has had a flow-on effect for marketers. Without a strong organic presence, ads often become the only way to reach users—leading to ad fatigue.

Ad fatigue happens when audiences see the same ad too many times. This reduces engagement and increases costs, forcing marketers to constantly produce fresh content and creatives just to keep up.

Even those investing in broader Facebook Marketing strategies are noticing reduced engagement, leading them to question whether the platform still offers the same value as it did a few years ago.

Reason 4: Limited Purchase Intent

Unlike Google, where users search with intent (e.g. “buy running shoes online”), Facebook users are not actively looking to purchase. Ads interrupt their feed, meaning the audience is often colder and needs more nurturing before converting.

For performance marketers who rely on fast conversions, this low purchase intent can be a barrier. It often requires longer sales funnels, retargeting strategies and extra touchpoints, which increases overall costs and time to conversion.

Reason 5: Ad Disapprovals and Policy Restrictions

Another frustration for marketers is Facebook’s strict and sometimes inconsistent ad approval process. Ads may be rejected for vague reasons, even when they meet all guidelines.

Certain industries—such as finance, health, or supplements—face even stricter scrutiny. This can result in delays, account restrictions, or even bans, making campaign management unpredictable and risky for performance-focused teams.

Are There Still Opportunities in Facebook Marketing?

Despite the challenges, Facebook Advertising and Facebook Marketing still hold value—especially when combined with a longer-term strategy. For example:

• Retargeting: Facebook remains effective for retargeting users who’ve already shown interest in your brand via your website or other channels.

• Lookalike Audiences: While not as powerful as before, they can still help reach users similar to your current customers.

• Top-of-Funnel Awareness: Facebook is excellent for building brand visibility and moving users into your sales funnel.

What’s changing is the need for more creative, data-informed and multi-channel strategies. Marketers can’t rely on a single platform anymore—they need to test different traffic sources and use Facebook as one part of a broader campaign.

Tips for Performance Marketers Still Using Facebook

If you’re a performance marketer still relying on Facebook Advertising, consider the following tactics to boost your outcomes:

• Use UTMs and Google Analytics: Improve tracking accuracy by using UTM links and cross-checking conversions via GA4.

• Focus on Video and Reels: Video content often delivers better engagement and reach, helping ads perform more effectively.

• Shorten Your Funnel: Use landing pages that load fast and reduce friction in the user journey.

• Test Often, Scale Fast: Launch small tests with various creatives and audiences, and scale up the top performers quickly.

• Explore Automation: Use Facebook’s automation tools like Campaign Budget Optimisation and Dynamic Ads to manage costs more efficiently.

Final Thoughts

It’s clear that Facebook Advertising is not the guaranteed performance channel it once was. Tracking issues, rising costs, limited user intent, and changing platform dynamics have all made it harder for performance marketers to achieve fast, measurable returns.

However, that doesn’t mean the platform is useless. When used as part of a broader Facebook Marketing strategy—with realistic goals, smart targeting and creative content—there’s still value to be found.

For those looking for direct conversions and a clear ROI, it may be time to diversify beyond Facebook and include other channels like Google Ads, YouTube, or even TikTok. But with the right expectations and tactics, Facebook Advertising can still play a role in your overall digital strategy.