FB algorithms in 2025

Every publisher should know how Facebook algorithms work in 2025 and how to properly set up advertising campaigns to achieve project goals. The updated platform system dictates new rules that must be taken into account by everyone who interacts with FB Ads.

How Facebook algorithms have changed

Facebook algorithms have undergone significant changes: the advertising campaign optimization process has become longer. Previously, the first results in the form of audience response appeared after a few hours, but today it takes at least 2-3 days to adapt a campaign.

Reasons for the changes

According to analysis, Facebook's artificial intelligence has become more “attentive.”

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It processes large amounts of data, studies complex user behavior patterns, and forms a target audience in stages over the first 24 hours. Experts note that premature adjustments can disrupt the algorithm learning process.

Stages of advertising campaigns

Launching an advertising campaign includes several main stages:

1. 1-2 days of work with minimal investment. It is recommended to launch an advertising campaign with a small budget. The purpose of this stage is to allow the algorithm to collect enough data about the target audience. Experts emphasize that changes in settings without good reason can harm effectiveness.
2. Monitoring the main indicator — CTR. CTR (click-through rate) remains the main benchmark at the start. If the values are normal (1% or higher for most niches), the campaign should be left in the learning phase without intervention.
3. Avoid hasty edits. Experts advise against adjusting settings in the first few hours or days after launch. Facebook's algorithms independently search for the target audience, and this takes time.
4. Low CTR is a signal to stop. If after a day the CTR remains below the niche average or drops sharply, experts recommend stopping the campaign and testing alternative creativities.

Analysts note that success now depends on patience and data analysis. Research shows that Facebook algorithms are more effective at finding relevant audiences when the learning process is not interrupted.

Quick take

Facebook's algorithms have gotten more complex and demanding lately. You'll only get stable results by staying cool, focusing on key metrics, and launching campaigns in stages. Messing with the process early on can hurt performance, so it's important to trust the system and not rush to get results.