Do older Facebook ad accounts perform better than newly created ones?

The age of an account is used to assess its reliability, but nowadays there are many new accounts with engaging content and trending topics, which will attract more viewers.
 
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Arturito said:
This thread has two camps arguing past each other, and I think the disagreement dissolves once you separate what actually holds the learning.

The optimisation signal doesn't live in the ad account. It lives in the pixel/dataset and the Page. That's where conversion history, audience modelling and event data accumulate. The ad account is mostly an administrative and billing container.

Which is why both sides here have half the answer. Spin up a brand new ad account, attach a pixel with two years of conversion data and an established Page, and it will behave a lot like the "aged" account. Take a three-year-old account and point it at a fresh pixel and a new Page, and it behaves like a beginner. So when people observe aged accounts performing better, what they're usually observing is that the aged account happens to be attached to warm assets. Age is a proxy, not the cause.

What account age does genuinely give you, and GrishaV/airtman are right on this:

- Spending limits. These ramp with payment history, and it's a real constraint - you can't scale to $5k/day on day three regardless of how good the campaign is.
- Slightly less friction in review, anecdotally.

But notice both of those are throughput and administrative friction, not performance. An aged account doesn't win cheaper auctions. Your CPM is set by your creative, your audience and who else is bidding - not by your account's birthday.

seotrends is the most correct person in the thread imo: consistency of spend beats age. An account that's spent steadily for six months is worth more than one that's existed for three years and sat idle, because the former has actual signal attached.

Practical takeaway: protect the pixel and the Page. Those are the compounding assets and they're the ones that are painful to replace. Ad accounts are relatively cheap to rebuild around them.
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Thank you for your input; it was excellent and very helpful. I’d like to ask you a question, though. I am currently running ad campaigns that significantly violate Facebook's policies and want to scale up my spending. What is the best approach regarding ad accounts? Should I use older accounts with an established spending history, or is it fine to just use new ones?
 
Yes the aged accounts are better for reach compared with the new accounts. Everything older is better usually compared with new ones
 
In my experience, account age definitely helps but mostly with trust and spending limits, not the actual ads performance. Older accounts can handle budget scaling much better without getting instantly flagged by Meta's bots. But if your pixel data and campaign optimization are bad, an old account won't magically gives you cheap conversions.
 
In my experience, there is not really a huge difference. I've used both for various ads, as long as your ads are in good standing, your payments are in good standing you're good to go
 
BM Experts Agency said:
In my experience, account age definitely helps but mostly with trust and spending limits, not the actual ads performance. Older accounts can handle budget scaling much better without getting instantly flagged by Meta's bots. But if your pixel data and campaign optimization are bad, an old account won't magically gives you cheap conversions.
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If the issue is that I need an account with greater longevity, then the priority would be to choose older accounts that already have a spending history, right?
 
The age of your Facebook account is very important; it determines your account's credibility.
 
In my experience, setup and creatives drive 90% of the results, but older accounts definitely have an edge. They usually have seasoned Pixels, higher spending limits, and seem to survive algorithm fluctuations much better than brand-new accounts
 
Gipssy Land said:
In my experience, setup and creatives drive 90% of the results, but older accounts definitely have an edge. They usually have seasoned Pixels, higher spending limits, and seem to survive algorithm fluctuations much better than brand-new accounts
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In your opinion, which ones are more stable: Business Manager (BM) accounts or long-standing personal accounts? I notice people often use personal ad accounts with an established spending history, but those tend to be quite expensive.
 
Currently, i use both my old and new accounts. i have noticed that, in the long run, campaign quality is more important than account age
 
NataCenter said:
I believe the quality of the ad itself is what matters most; older accounts are less likely to get disabled, which is why people prefer using them.
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That's right. I also think long-standing accounts will last longer than new ones. I am currently using a mix of both old and new accounts for my advertising campaigns. Thanks for sharing your thoughts.
 
Golden Agency said:
Currently, i use both my old and new accounts. i have noticed that, in the long run, campaign quality is more important than account age
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Are you running ads that involve serious policy violations? I’m running casino campaigns and using both new accounts and established accounts with a spending history. I’ve noticed that Facebook prioritizes accounts with a spending history during the review process, whereas new accounts still occasionally have campaigns rejected.
 
anthoni88 said:
Many advertisers believe that older Facebook ad accounts perform better than newer ones, but Meta doesn't state that account age is a direct factor in ad performance. Performance often depends on many other factors.
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If existing accounts already have a spending history that does not negatively impact ad performance, what factors do you consider crucial for improving that performance? Also, how can a new ad account successfully pass the review process when I create an ad campaign?
 
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