A recent marketing newsletter made the claim that daily budgets are going away, and it’s getting some attention.

I have a hunch that this isn’t actually the case. Let’s dig in…

The Claim

The claim about daily budget reads as follows:

Meta is eliminating your ability to control your daily ad spend budget. Instead, budget control can only be set on a weekly basis.

No link to an official announcement. No screenshots. No quote from a Meta representative.

Possible Confusion

It’s possible that the people behind this newsletter misunderstand Daily Budget Flexibility, which isn’t new.

This feature allows Meta to spend over your daily budget to take advantage of opportunities. It originally allowed Meta to spend 25% over your budget, but it’s being increased to 75%.

In that case, Meta still won’t spend more than your weekly budget, or your daily budget times seven. If more is spent on one day, it will spend less on other days.

Because of Daily Budget Flexibility, your daily budget has become more of a weekly budget, since that’s what is ultimately respected. Is this all they mean? Not sure.

Unlikely Impactful, If True

Even if daily budgets are going away, it’s likely just a repackaging of how these budgets work. Nothing would change about delivery, but it could provide clarity on the distribution of ad spend.

Overall, it’s generally frustrating that claims of changes like this happen often without clarification or proof. If you know about a big change, cite your sources. Link to the announcement. Provide screenshots. Do something to increase trust that what you’re saying is valid.

NOTE: I’m not naming the newsletter that shared this because the goal isn’t to drag them. Rumors have come from it, so I’m addressing them. You can read more about it here.