Meta changing spend limits in Advantage+

Yes, I’ve also noticed this change in Advantage+. It feels like Meta is trying to give advertisers more predictable control over daily spend, but at the same time it can reduce flexibility for scaling when performance is strong. In some cases, it helps keep budgets stable, but in others it might hold back growth.

Might be good for controlling costs, but I’m not convinced it’s good for ROI yet.

Yeah, I’ve noticed the same. The shift to avg spend limits definitely reduces the “spike days” where FB would scale winners aggressively. Good for controlling costs, but it takes away some of the algorithm’s flexibility to capitalize on momentum. Personally, I see it as a trade-off: more predictability, but maybe less upside on high-performing days.