I’m running a $100 ad set with two ads: Ad A and Ad B. From Day 1, Meta was heavily favoring Ad A, spending about 95% of the budget on it through Day 4. However, starting on Day 5, it began allocating around 25% of the spend to Ad B, and today, Day-6 it’s actually spending more on Ad B than Ad A.
The thing is, Ad A has been performing really well, so I’m confused and concerned about why Meta is suddenly favoring Ad B. My guess is that Meta is pushing Ad B more because it has a higher CTR, but its CPA is still worse than Ad A’s — although Ad B also hasn’t had much spend yet.
Should I leave things as they are for now, or would it be better to remove Ad B from the ad set and run it in a separate ad set until it gets enough spend and data? Ideally, I want Ad A to receive most of the budget since it’s currently performing well.
I’m also concerned that removing Ad B from the ad set could reset or disrupt the learning phase.