Meta ad performance is going in the toilet. Now when you try to set up an ad campaign on Instagram, they don’t let you choose an audience, they choose your audience for you. I wanted to choose people in the US, Europe and South America that lusten to electronic music. It led me to believe that I could do that targeting, then at the end of the selection process, the ad status said that they would choose the audience from my followers only in the US. Despite trying to change these settings, the IG app refused to change the parameters. So basically I wasted $66 to get 84 clicks. Sorry Meta, screwing your advertisers is not a good idea.
And besides which, the traffice generated is less engaged than other sources. The direct traffic only comprised 8% of traffic, but the engagement rate was 42%. Meta traffic engagement was somewhat less than that.
